Chapter 4- The Marketing Environment

Bobbie Brown Cosmetics is about each woman finding her individual beauty. Her cosmetics are for the fashion-conscious customer who wants professional grade makeup. Their customers range from the experienced teen to the mature woman. The companies primary target is the career oriented woman which would range from her 20's to her late 40's, who want makeup to emphasize their natural beauty. The makeup line attracts its customers with ads that have models wearing a minimal amount of makeup not the harsh, flashy looks. Their makeup is appealing to its main target market by offering products that are multi-funcional such as the Pot Rouge which serves as both a lip and check stain. Also it new shadow pallet. Shadow Options, can be used for either day or night looks or to transition form one to another by combining the neutral daytime shades with the sparkling metallic night shades. The colors for this pallet tie into the falls Moroccan inspired boho-chic look appealing to their fashion forward customer. They target their younger audience with most teen girls makeup staple, lip gloss. Their product High shimmer lip gloss offers a lot of shine with trendy colors such as the Electric violet. The makeup line tries to convey self -confidence and that "flaw" can be beautiful through their ads and overall appearance. To further educate their customers they offer makeup classes for all their different target markets. Bobbie Brown Cosmetics represents real beauty extenuates through high quality, easy to use products.