Ch.8 Segmenting and Targeting Markets

 Within Maybelline's target market, women ages 16-25, there are specific segments/groups of people sharing certain characteristics and product needs. Market Segmentation, involves dividing the defined target market into strategically meaningful and identifiable segments; this allows a successful company like Maybelline to create a marketing mix (product, place, promotion, and price), that is tailored to satisfy the specific needs of each segment or group they choose to focus on.

Market segmentation is especially important to Maybelline because they are a cosmetic brand serving a great variety of individual women, all with different skin-tones and different makeup preferences, therefore seeking different benefits. There are many factors/criteria that a company can use to define segments in their target market, benefit segmentation being one of the most important for Maybelline. Maybelline has successfully created a product mix that has something for everyone, depending on the benefit they seek in their cosmetic product choice. Maybelline's product mix can be classified into 26 different benefits, including Anti-shine, Shine, Moisturizing, Intense color, Classic color, Volume (lashes), Length (lashes), Illuminating, Healthy Minerals, Care, Skin Perfecting, Long-Wearing, etc. They have also created product lines  targeted towards a specific market segment such as FIT Me, which is a line dedicated to women seeking a natural, flawless, and breathable look, along with an easily blended formula, and "perfect" skin-matching. This concept of market segmentation is also exhibited in Maybelline's different Eye-Shadows. Eye Studio's Color Tattoo Pure Pigments Loose Powder Shadow, creates a powerful color intensity, while Expertwear's Eyeshadows come in classic colors, which are much softer and less intense than those offered by the Color Tattoo shadows. 

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Age segmentation, although not such a big factor for dividing Maybelline's already age-based target market, did play a part in the creation of a specific product line. The product line Age-Rewind was created as Maybelline's objective to increase market share by targeting women ages 35+. Age-Rewind has a total of eight different products, aimed at the market segment of women seeking Anti-Aging benefits. Christy Turlington is the face of Age-Rewind, being 44 years old and still having young-looking and flawless skin. 

Income segmentation is very important for Maybelline, as well as any other successful company. What makes income segmentation so important is consumer buying power. Maybelline's products are mainly targeted towards women ages 16-25, who don't have as much purchasing power as older age groups with higher incomes. Therefore, Maybelline products are sold at affordable prices, a met provision of their mission statement. Low prices allow Maybelline to sell their products in drugstores such as RiteAid and Duane Reade, instead of stores like Sephora that carry high-end brands such as Givenchy, Chanel, and Urban Decay.