“Inclusive makeup still feels inaccessible to me".”
CVS X MAYBELLINE
As the U.S. diversifies, makeup brands have made great strides in improving the range of shades offered (source). Still, many of the most hyped-up brands are sold at makeup stores and price points that remain inaccessible for many consumers.
8 out 10 Americans live within 10 miles of a CVS.
Beauty brands must be affordable and accessible to be truly inclusive. Maybelline’s products are fit for a wide range of shades and budgets, and can be found right nearby.
Target Audience: Beauties with Barriers
Beauties with Barriers are makeup wearers aged 16-25. They care about their appearances and are on top of trends, but experience some barrier(s) to entry. While these barriers range in scope and scale— from having skin tones at either end of the shade range typical for most beauty brands, to living far from a Sephora or Ulta store— they all result in feeling excluded from the beauty world these beauties wish to belong in.
Fit Me! is for the…
College student who lives in a small college town and doesn’t have a car, which is fine until she runs out of foundation… the night before formal
Fit Me! Matte & Poreless Foundation in Java (375)
Eighth grader who’s curious about makeup but too nervous to ask his mom for a ride to the mall
Fit Me! Blush in Mauve (20)
Overworked new grad at her first big-girl job who barely has time to pick up her prescriptions, let alone search high and low for a way to cover those dark circles
Fit Me! Concealer in Wheat (22)
High school junior who can hardly fathom spending $39 on foundation when they only get paid $9 an hour for babysitting their neighbor
Fit Me! Loose Finishing Powder in Fair (05)