covergir l exact eyelights { t a r g e t a c c o u n t p r o f i l e }

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F A S T FA C T S

Cover Girl Exact Eyelights (Cosmetics : Eye Shadows) Oz. *** LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living Total

Start-Up Families HHs with Young Children Only < 6 72 95 174 71 161 71 109 Small Scale Families Small HHs with Older Children 6+ 143 173 181 115 154 171 161 Younger Bustling Families Large HHs with Children (6+), HOH <40 116 103 170 93 223 118 140 Older Bustling Families Large HHs with Children (6+), HOH 40+ 120 326 276 96 201 99 209 Young Transitionals Any size HHs, No Children, < 35 93 119 79 44 52 43 68 Independent Singles 1 person HHs, No Children, 35-64 67 106 59 29 54 24 54 Senior Singles 1 person HHs, No Children, 65+ 59 74 30 23 33 37 41 Established Couples 2+ person HHs, No Children, 35-54 99 122 93 71 74 60 87 Empty Nest Couples 2+ person HHs, No Children, 55-64 102 99 64 58 52 67 75 Senior Couples 2+ person HHs, No Children, 65+ 89 137 52 50 88 40 75

Total 93 150 118 62 100 70 100

Very High: 150+ High: 120-150

Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Jan (Spectra)/Homescan Product Library

Key Customer Segments: Older Bustling Families in Comfortable Country

Index – 276 Percentage – 5.7%

Older Bustling Families in Affluent Suburban Spreads Index – 326

Percentage – 9.1%

Future Target Segments: Struggling Urban Cores

I have virtually no presence whatsoever in Struggling Urban Cores and have a small volume and index in both areas. This would be a great opportunity to segway into

that area. Cosmopolitan Centers

I have more of a presence in Cosmopolitan Centers compared to Struggling Urban Cores, but not by much.

LOreal Wear Infinite Std Scrt (Cosmetics : Eye Shadows) Oz. *

LifeStyle

BehaviorStage Cosmopolitan Center

s

Affluent Suburb

an Spread

s

Comfortable

Country

Struggling

Urban Cores

Modest Workin

g Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

69 94 117 81 95 84 91

Small Scale Families Small HHs with Older Children 6+

156 216 105 52 159 65 126

Younger Bustling Families Large HHs with Children (6+), HOH <40

106 118 129 58 152 60 103

Older Bustling Families Large HHs with Children (6+), HOH 40+

79 193 188 44 113 65 128

Young Transitionals Any size HHs, No Children, < 35

92 139 98 51 63 61 79

Independent Singles 1 person HHs, No Children, 35-64

157 152 88 48 33 35 81

Senior Singles 1 person HHs, No Children, 65+

55 119 31 34 60 42 55

Established Couples 2+ person HHs, No Children, 35-54

104 157 199 67 55 146 127

Empty Nest Couples 2+ person HHs, No Children, 55-64

127 206 105 58 132 72 123

Senior Couples 2+ person HHs, No Children, 65+

73 117 100 54 66 87 87

Total 105 157 120 54 86 72 100

Maybelline Expert Wear (Cosmetics : Eye Shadows) Oz.

LifeStyle

BehaviorStage Cosmopolitan Center

s

Affluent Suburb

an Spread

s

Comfortable

Country

Struggling

Urban Cores

Modest Workin

g Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

55 96 98 74 119 206 114

Small Scale Families Small HHs with Older Children 6+

86 212 120 62 147 105 128

Younger Bustling Families Large HHs with Children (6+), HOH <40

97 170 108 88 133 118 121

Older Bustling Families Large HHs with Children (6+), HOH 40+

130 175 150 74 143 156 145

Young Transitionals Any size HHs, No Children, < 35

83 66 74 71 95 97 82

Independent Singles 1 person HHs, No Children, 35-64

56 58 93 48 62 52 61

Senior Singles 1 person HHs, No Children, 65+

47 73 56 27 52 39 48

Established Couples 2+ person HHs, No Children, 35-54

82 113 130 99 129 121 114

Empty Nest Couples 2+ person HHs, No Children, 55-64

143 117 110 103 74 87 104

Senior Couples 2+ person HHs, No Children, 65+

87 92 106 57 93 97 93

Total 85 122 108 69 100 103 100

LOreal Hip Studio Secrets (Cosmetics : Eye Shadows) Oz. ***

LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburb

an Spread

s

Comfortable

Country

Struggling

Urban Cores

Modest Workin

g Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

154 150 93 117 164 105 131

Small Scale Families Small HHs with Older Children 6+

188 154 158 106 133 99 137

Younger Bustling Families Large HHs with Children (6+), HOH <40

212 146 127 140 141 124 142

Older Bustling Families Large HHs with Children (6+), HOH 40+

133 145 134 97 128 101 126

Young Transitionals Any size HHs, No Children, < 35

112 126 72 64 74 62 84

Independent Singles 1 person HHs, No Children, 35-64

72 97 100 38 55 32 63

Senior Singles 1 person HHs, No Children, 65+

72 72 87 31 57 29 55

Established Couples 2+ person HHs, No Children, 35-54

153 128 88 82 78 101 105

Empty Nest Couples 2+ person HHs, No Children, 55-64

148 174 75 115 68 83 109

Senior Couples 2+ person HHs, No Children, 65+

104 99 49 87 58 66 73

Total 126 133 97 83 90 77 100

TOP COMPETITORS Primary Competitor:

L’Oreal Wear Infinite Std Secrets because it has primarily the same index and volume as Covergirl

Exact Eyelights.

Opportunities to Gain Market Share: After looking at all of my competitors, none of us really have presence within the Independent Singles, Senior Singles, or Senior Couples categories. Barely

anyone has a presence in Struggling Urban Cores either.

CONSUMER P R O F I L E

0

20

40

60

80

100

120

140

160

180

Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Consumer Profile Region = United States, Channel = All Channels, BehaviorStage = Total, Measure

= Total Volume per 100 HHs Index

Cover Girl Exact Eyelights (Cosmetics : Eye Shadows) Oz. *** Maybelline Expert Wear (Cosmetics : Eye Shadows) Oz. LOreal Wear Infinite Std Scrt (Cosmetics : Eye Shadows) Oz. * LOreal Hip Studio Secrets (Cosmetics : Eye Shadows) Oz. ***

This shows how Covergirl Exact Eyelights compares to i t s compet i to r s in different locations. In certain categories such as A f f l u e n t S u b u r b a n Spreads, Comfortable Country, and Modest Working Towns it is doing quite wel l . There are obvious opportunities for growth within different areas like Cosmopolitan Centers, Struggling Cores, and Plain Rural Living compared to its top three competitors which are Maybelline Expert Wear, L ’Orea l Wear In f in i te S t u d i o S e c r e t s , a n d L’Oreal Hip Studio Secrets.

80

85

90

95

100

105

110

Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Consumer Profile Region = United States, Channel = All Channels, BehaviorStage = Total, Measure = Total Volume per 100 HHs

Index

TOTAL EYE SHADOWS (COSMETICS) OZ.

This graph shows how the entire category is doing as a whole within different areas. Modest Working Towns and Comfortable Country are currently great areas for continuing to do well, but

there are opportunities in areas such as Struggling Urban Cores and Cosmopolitan Centers.

P R O D U C T S N A P S H O T

Demographic Skews

Total Consumpti

on Index Oldest Child 12 - 17 34% 203 Married Families with Children 41% 191 Suburban Aristocrats 7% 191 Presence of Only Children 6 - 17 37% 184 5+ Person Households 20% 182 Income $150,000+ 12% 177 Service Occupations 14% 168 Presence of Both Children Under 6 and 6 - 17 13% 167

4 Person Households 23% 166 Executive, Administrative & Managerial Occupations 14% 160

Product Diagnostics Measures Brand Category Total Consumption 0.07 4.17

Penetration 0.32% 11.64%

Buying Rate 0.20 0.36

Definitions Total Consumption is the amount of product

annually consumed by the HH or Adult (per 100 HHs or Adults).

Penetration represents the number of HHs or Adults who have tried the product at least once.

Buying Rate shows the number of items purchased during the time period covered by the

selected data source (per Buyer).

Importance of Demographic Attributes Attributes Importance Household Composition 42.4 Number of Persons 41.2 Occupation of Head of Household 38.4 Age of Oldest Child 37.5 Household Income 37.3 Age and Presence of Children 34.6 Marital Status of Head of Household 26.4 Race of Head of Household 23.0 Number of Vehicles in Household 22.5 Age of Head of Household 22.3 Housing Tenure 6.3 Education of Head of Household 4.3

Channel Summary %

Volume

Total Volume per 100

HHs All Other 100% 0.07

This makes it difficult to figure out where exactly Covergirl should target their market and sell their

products, but the best options are department stores, grocery stores, and drug stores after doing more

extensive research.

Most Important Demographic Attributes for Covergirl: Household Composition, Number of Persons, and Occupation of Head of Household.

Most Important Demographic Attributes for the Category: Household Composition, Age of Head of Household, Number of Persons

Opportunity for growth; Covergirl only has 0.07 Total Consumption

where as the brand category has 4.17 Total Consumption.

Variables and Measures Demographic Variables % Volume Index Race of Head of Household White 75.0% 106 Black 4.6% 40 Hispanic 15.2% 133 Asian 2.7% 70 Other 2.5% 108 Number of Persons 1 Person 12.3% 47 2 Persons 25.4% 78 3 Persons 19.8% 117 4 Persons 23.0% 166 5+ Persons 19.5% 182 Household Income Under $10,000 3.7% 46 $10,000 - $19,999 4.3% 42 $20,000 - $29,999 7.2% 66 $30,000 - $39,999 7.5% 69 $40,000 - $49,999 8.5% 85 $50,000 - $74,999 24.9% 128 $75,000 - $99,999 16.6% 140 $100,000 - $149,999 14.9% 131 $150,000 or More 12.3% 177 Age of Head of Household Age 18 - 24 4.5% 99 Age 25 - 34 16.6% 105 Age 35 - 44 28.1% 151 Age 45 - 54 26.0% 123 Age 55 - 64 11.6% 64 Age 65 - 74 7.7% 65 Age 75 or More 5.5% 54 Age and Presence of Children Age < 6 7.5% 87 Age 6 - 17 37.0% 184 Age < 6 & 6 - 17 12.6% 167 No Children 42.9% 67 Housing Tenure Own 74.3% 112 Rent 25.7% 76

Variables and Measures Demographic Variables % Volume Index Education of Head of Household Not a High School Graduate 10.5% 75 High School Graduate 23.1% 85 Some College 31.9% 113 College Graduate 19.8% 111 Post College Degree 14.6% 115 Spectra LifeStyle Urban High Society 2.8% 89 Suburban Aristocrats 6.8% 191 Prosperous Suburbs 6.9% 157 Elite Country Manors 4.6% 124 Affluent Suburbs 5.2% 117 Affluent Minipolitan Sprawl 7.5% 142 Affluent Country Living 4.3% 132 Cosmopolitan Urban Mix 4.6% 91 Cosmopolitan Suburbs 5.1% 97 Midscale Suburban Mix 4.3% 114 Midscale Minipolitan 3.2% 96 Midscale Fringe Towns 4.3% 103 Midscale Working Towns 7.1% 116 Striving Urban Melting Pot 3.3% 61 Striving Suburban Mix 3.5% 98 Striving Small City Living 3.1% 96 Moderate Blue-Collar Towns 4.3% 77 Moderate Country Living 3.1% 74 Struggling Urban Mix 2.3% 61 Struggling Small City Mix 2.1% 67 Struggling Minipolitan 4.4% 96 Struggling Country Living 2.5% 62 Struggling Rural Mix 2.3% 78 Struggling Backroad Living 2.5% 60 Age of Oldest Child Age Under 6 7.0% 81 Age 6 - 11 16.9% 159 Age 12 - 17 34.5% 203 No Children 41.7% 65

Variables and Measures Demographic Variables % Volume Index Occupation of Head of Household Exec/Admin/Management 14.1% 160 Prof & Specialty 16.9% 128 Sales Technicians 4.4% 71 Administrative Support 8.0% 115 All Service 14.4% 168 Crafts & Precision 17.4% 148 Transportation & Material Moving 2.9% 73 Farm/Forest/Fishing 0.5% 116 No Civilian Employment 21.5% 54 Marital Status of Head of Household Single 9.6% 50 Married 67.3% 133 Divorced, Separated & Widowed 23.1% 77 Household Composition Married Family with kids 41.2% 191 Married Family without kids 23.2% 79 Female Head Only with kids 7.3% 96 Male Head Only with kids 2.1% 89 Multi-Person Household without kids 13.7% 102 1 Person Household 12.7% 49 Number of Vehicles in Household No Vehicles 6.7% 76 1 Vehicle 19.8% 59 2 Vehicles 50.0% 132 3 or More Vehicles 23.6% 118 Census Division East North Central 18.4% 120 East South Central 10.6% 169 Middle Atlantic 8.1% 61 Mountain 8.3% 118 New England 3.9% 81 Pacific 8.5% 57 South Atlantic 15.6% 78 West North Central 9.6% 138 West South Central 17.1% 150

Important Attributes: Race of Head of Household

White – Volume 75.0%, Index 106 Hispanic – Volume 15.2%, Index 133

Number of Persons 5+ Person Household - Volume 19.5%, Index 182

Household Income 150,000+ - Volume 12.3%, Index 177

Age 35 – 44 – Volume 28.1%, Index 151

Household Composition Married Family with kids – Volume 41.2%, Index 191

Spectra LifeStyle Suburban Aristocrats – Volume 6.8%, Index 191

The Covergirl Exact Eyelights Target Consumer can be described as:

A White or Hispanic mother between the ages of 35-44 living in an “Affluent Suburban Spread” but can be considered a “Suburban Aristocrat”. She lives in a household with five or more people and has children between the ages of six and seventeen. She is married and has a household income of $150,000+. She owns her home and works in an executive, administrative, or managerial role. She lives in a household with two vehicles. She primarily lives in the East South Central and West South Central United States.

T A R G E T M A N A G E R

Older Bustling Families in Affluent Suburban Spreads Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns Plain Rural Living Total

Start-Up Families HHs with Young Children Only < 6 72 95 174 71 161 71 109

Small Scale Families Small HHs with Older Children 6+ 143 173 181 115 154 171 161

Younger Bustling Families Large HHs with Children (6+), HOH <40 116 103 170 93 223 118 140

Older Bustling Families Large HHs with Children (6+), HOH 40+ 120 326 276 96 201 99 209

Young Transitionals Any size HHs, No Children, < 35 93 119 79 44 52 43 68

Independent Singles 1 person HHs, No Children, 35-64 67 106 59 29 54 24 54

Senior Singles 1 person HHs, No Children, 65+ 59 74 30 23 33 37 41

Established Couples 2+ person HHs, No Children, 35-54 99 122 93 71 74 60 87

Empty Nest Couples 2+ person HHs, No Children, 55-64 102 99 64 58 52 67 75

Senior Couples 2+ person HHs, No Children, 65+ 89 137 52 50 88 40 75

Total 93 150 118 62 100 70 100

Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Jan (Spectra)/Homescan Product Library 2012

Consumer Target

Target identified by highlighted cells.

Target cells are weighted equally.

Target Summary

9.1 % Total Volume

2.8 % Households

326 Average Index

Although this is an extremely small segment, it indexes at 326 which is huge. If I want to stay within this target segment, I know that I can continue to do well because they already purchase a substantial amount of my product. This is where the most of my customers come from. We index the highest here with an Index of 326; have a total of 9.1% volume, and 2.8% households.

T A R G E T R A N K I N G

Geography Name Older Bustling Families in Affluent Suburban Spreads

Total % HHs Target % HHs Target % Pen Target Index Target HHs

48374 Novi MI 0.03% 0.33% 31.53% 1278 1,449 60043 Kenilworth IL 0.00% 0.05% 29.69% 1204 227 45174 Terrace Park OH 0.00% 0.05% 27.51% 1115 205 60564 Naperville IL 0.07% 0.70% 25.96% 1052 3,098 60585 Plainfield IL 0.03% 0.31% 25.54% 1035 1,388 60047 Lake Zurich IL 0.08% 0.78% 25.45% 1031 3,467 60490 Bolingbrook IL 0.03% 0.31% 24.10% 977 1,369 60022 Glencoe IL 0.02% 0.15% 23.78% 964 664 46814 Fort Wayne IN 0.02% 0.18% 23.56% 955 795 48098 Troy MI 0.04% 0.38% 23.22% 941 1,674 60487 Tinley Park IL 0.05% 0.44% 23.03% 933 1,935 60175 Saint Charles IL 0.04% 0.37% 22.85% 926 1,621 60565 Naperville IL 0.08% 0.73% 22.70% 920 3,227 60037 Fort Sheridan IL 0.00% 0.00% 22.17% 898 20 46033 Carmel IN 0.07% 0.66% 21.93% 889 2,928 60192 Hoffman Estates IL 0.03% 0.25% 21.75% 882 1,110

Target Ranking by Zip Code

Store Name Store Address

Older Bustling Families in Affluent Suburban Spreads

Total % HHs Target % HHs Target % Pen Target Index

DOLLAR TREE 4441 3103 111th St: Naperville IL: 60564 0.00% 0.05% 26.71% 1192

TARGET STORE 1403 12800 S Route 59: Plainfield IL: 60585 0.03% 0.35% 25.26% 1128

WAL MART SUPERCENTER 5038 12690 S Route 59: Plainfield IL: 60585 0.04% 0.36% 22.54% 1006

DOLLAR TREE 4226 279 N Weber Rd: Bolingbrook IL: 60490 0.00% 0.04% 22.13% 988

KMART 3559 15830 S Bell Rd: Homer Glen IL: 60491 0.01% 0.06% 22.05% 984

DOLLAR GENERAL 12263 996 W Army Trail Rd: Carol Stream IL: 60188 0.00% 0.04% 21.60% 964

MEIJER SUPERMARKET 214 13521 S Route 59: Plainfield IL: 60544 0.04% 0.33% 20.10% 897

MEIJER SUPERMARKET 169 225 N Weber Rd: Bolingbrook IL: 60490 0.05% 0.39% 18.35% 819

TARGET STORE 867 1188 W Boughton Rd: Bolingbrook IL: 60440 0.05% 0.38% 18.30% 817

BIG LOTS 4567 111 S Weber Rd: Bolingbrook IL: 60490 0.02% 0.16% 18.24% 814

DOLLAR TREE 1350 723 W Main St: Lake Zurich IL: 60047 0.01% 0.04% 17.93% 800

TARGET STORE 2028 2370 E Lincoln Hwy: New Lenox IL: 60451 0.05% 0.40% 17.65% 788

DOLLAR GENERAL 10269 366 Northwest Hwy: Cary IL: 60013 0.00% 0.02% 17.30% 772

DOLLAR TREE 4079 836 S Randall Rd: Algonquin IL: 60102 0.00% 0.03% 17.07% 762

FIVE BELOW 710 9275 W 159th St: Orland Hills IL: 60477 0.00% 0.04% 16.86% 752

Target Ranking by Store

Although Novi, Michigan ranks the

highest when it comes to zip code, there is a

wider range of presence with the

Covergirl product in the outskirts of

Chicago and into the suburbs of Illinois. This is a better opportunity for targeting a larger

market.

Covergirl products are sold the most in the suburban Chicago

area. Top stores include the Dollar

Tree, Target, Wal-Mart, K-Mart, Dollar

General, and Meijer Super Market.

B E S T PRODUCTS

Books & Magazines

Product

Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs

Total Measure Target Measure Target Index

Magzn Select Titles

Tiger Beat (Books & Magazines : Magzn Select Titles) Ct. *** 0.35 0.88 252

In Style (Books & Magazines : Magzn Select Titles) Ct. ** 0.60 1.48 247

Seventeen (Books & Magazines : Magzn Select Titles) Ct. *** 0.37 0.84 229

Pop Star (Books & Magazines : Magzn Select Titles) Ct. *** 0.27 0.60 224

Self (Books & Magazines : Magzn Select Titles) Ct. *** 0.26 0.52 201

Oxygen (Books & Magazines : Magzn Select Titles) Ct. *** 0.39 0.73 186

Prevention (Books & Magazines : Magzn Select Titles) Ct. * 0.79 1.47 185

Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. ** 1.15 2.10 183

Rolling Stone (Books & Magazines : Magzn Select Titles) Ct. *** 0.30 0.54 181

People (Books & Magazines : Magzn Select Titles) Ct. 14.39 25.34 176

J 14 (Books & Magazines : Magzn Select Titles) Ct. *** 0.47 0.81 172

Shape (Books & Magazines : Magzn Select Titles) Ct. *** 0.36 0.57 160

Time (Books & Magazines : Magzn Select Titles) Ct. ** 0.51 0.81 159

O (Books & Magazines : Magzn Select Titles) Ct. * 1.04 1.56 149

Fine Cooking (Books & Magazines : Magzn Select Titles) Ct. *** 0.29 0.41 139

Rodale Press (Books & Magazines : Magzn Select Titles) Ct. *** 0.38 0.51 133

Better Hmes And Grdns (Books & Magazines : Magzn Select Titles) Ct. 3.22 4.09 127

Pillsbury (Books & Magazines : Magzn Select Titles) Ct. ** 0.43 0.54 124

Consumer Reports (Books & Magazines : Magzn Select Titles) Ct. *** 0.32 0.39 122

The best magazines for placing advertising in, placing sales

promotions in, or partnering with are:

- Tiger Beat -  In Style

-  Seventeen -  Pop Star

-  Self

It’s important to know this because of all of the possible opportunities for the

Covergirl brand that can be implemented by working in

conjunction with these magazines. Not only can Covergirl advertise in

them, but Covergirl can post on their social media sites and converse with

their readers to gain control of the market and advance ahead of

competitors.

The five categories that are best for cross promotion are mascara, lip stick, foundation, nail polish, and blush. They are great for cross promotion because I can continue to cross promote

with other CoverGirl products.

Product Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Mascara Rimmel Lash Accelerator (Cosmetics : Mascara) Oz. *** 0.06 0.22 362 Rimmel The Max Volume Flash (Cosmetics : Mascara) Oz. *** 0.08 0.22 283 Cover Girl Lash Blast Volume (Cosmetics : Mascara) Oz. 0.88 2.10 237 Maybelline Lash Stiletto (Cosmetics : Mascara) Oz. ** 0.20 0.48 236 LOreal Extra-Volume Collagen (Cosmetics : Mascara) Oz. * 0.31 0.73 236 LOreal Telescopic Explosion (Cosmetics : Mascara) Oz. * 0.22 0.51 233 Maybelline The Clsl Vlm Exprs (Cosmetics : Mascara) Oz. 0.59 1.37 232 Maybelline Great Lash (Cosmetics : Mascara) Oz. 1.98 4.52 228 LOreal Double Extend (Cosmetics : Mascara) Oz. * 0.39 0.89 226 Cover Girl Lash Blast Fusion (Cosmetics : Mascara) Oz. * 0.77 1.68 218

Product Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Lipsticks Noteworthy (Cosmetics : Lipsticks) Oz. ** 0.27 0.83 309 Cover Girl Wet Slicks (Cosmetics : Lipsticks) Oz. *** 0.07 0.22 302 Townley Dist-NBL (Cosmetics : Lipsticks) Oz. *** 0.08 0.21 256 Maybelline Shine Sensational (Cosmetics : Lipsticks) Oz. *** 0.13 0.34 256 E.L.F. (Cosmetics : Lipsticks) Oz. ** 0.23 0.56 240 Wet N Wild Mega Slicks (Cosmetics : Lipsticks) Oz. *** 0.09 0.19 216 Bonne Bell Lip Smacker (Cosmetics : Lipsticks) Oz. * 0.88 1.86 211 Burts Bees (Cosmetics : Lipsticks) Oz. ** 0.15 0.31 211 Expressions (Cosmetics : Lipsticks) Oz. *** 0.57 1.08 189 Bon Bons (Cosmetics : Lipsticks) Oz. ** 0.27 0.47 175

Product Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Foundation-Liquid N.Y.C. New York Color (Cosmetics : Foundation-Liq) Oz. *** 0.27 0.78 286 Almay Smart Shade Smart Balanc (Cosmetics : Foundation-Liq) Oz. *** 0.22 0.43 197 LOreal True Match (Cosmetics : Foundation-Liq) Oz. * 1.04 1.99 191 Rimmel Lasting Finish (Cosmetics : Foundation-Liq) Oz. *** 0.33 0.49 150 Neutrogena Skin Clearing (Cosmetics : Foundation-Liq) Oz. *** 0.38 0.55 145 LOreal Visible Lift (Cosmetics : Foundation-Liq) Oz. * 1.05 1.49 141 Cover Girl Advanced Radiance (Cosmetics : Foundation-Liq) Oz. * 0.95 1.32 138 Cover Girl Natureluxe (Cosmetics : Foundation-Liq) Oz. ** 0.53 0.67 125 TOTAL FOUNDATION-LIQUID (COSMETICS) OZ. 23.93 27.73 116 Neutrogena Healthy Skin (Cosmetics : Foundation-Liq) Oz. ** 0.41 0.47 113

Co-branding Opportunities:

Mascara It partners well with eye

shadow. If consumers are buying eye shadow, there’s a high possibility that they

will be needing mascara as well.

Lipstick Lipstick is another cosmetic product that goes hand-in-hand with eye shadow and

gives an opportunity for Covergirl to promote a

variety of their products.

Foundation (Liquid) Foundation is another cosmetic product that

gives Covergirl the ability to showcase their diverse

variety of products.

Product Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Nail Polish Sally Hansen Hd (Cosmetics : Nail Polish) 1/2 ounce ** 0.61 1.57 256 Confetti (Cosmetics : Nail Polish) 1/2 ounce *** 0.38 0.80 208 Sally Hansen Crackle Overcoat (Cosmetics : Nail Polish) 1/2 ounce *** 0.37 0.76 206 Cover Girl Cg Boundless Color (Cosmetics : Nail Polish) 1/2 ounce *** 0.40 0.81 200 Petites (Cosmetics : Nail Polish) 1/2 ounce *** 0.23 0.44 191 N.Y.C. New York Color (Cosmetics : Nail Polish) 1/2 ounce 4.13 7.55 183 Sally Hansen Insta-Dri (Cosmetics : Nail Polish) 1/2 ounce 1.48 2.61 177 Opi (Cosmetics : Nail Polish) 1/2 ounce 3.22 5.63 175 N.Y.C. New York Color miNute (Cosmetics : Nail Polish) 1/2 ounce *** 0.23 0.40 171 L.A. Colors Art Deco (Cosmetics : Nail Polish) 1/2 ounce ** 0.87 1.44 165

Product Older Bustling Families in Affluent Suburban Spreads

Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index

Blushers Maybelline Expert Wear (Cosmetics : Blushers) Oz. ** 0.08 0.23 274 LOreal True Match (Cosmetics : Blushers) Oz. ** 0.09 0.20 207 Cover Girl Instant Chkbn (Cosmetics : Blushers) Oz. ** 0.12 0.18 152 Cover Girl Classic Color (Cosmetics : Blushers) Oz. * 0.27 0.40 150 Maybelline Fit Me! (Cosmetics : Blushers) Oz. *** 0.06 0.08 137 TOTAL BLUSHERS (COSMETICS) OZ. 2.15 2.75 128 Cover Girl Cheekers (Cosmetics : Blushers) Oz. 0.30 0.31 103 Revlon (Cosmetics : Blushers) Oz. ** 0.09 0.10 102 Cover Girl&Olay Simply Ageless (Cosmetics : Blushers) Oz. *** 0.11 0.11 102 Wet n Wild Color Icon (Cosmetics : Blushers) Oz. *** 0.03 0.03 85

Nail Polish By promoting Covergirl nail

polish along with Covergirl eye shadow, it provides an

unexpected twist and isn’t something cosmetic brands

usually pair together.

Blush Promoting blush and eye shadow together allows Covergirl to showcase its

diverse variety of products.

T A R G E T S L O C A L BEHAVIORS

Geography Name Older Bustling Families in Affluent Suburban Spreads

Total % HHs Target % HHs Target % Pen Target Index Target HHs

48374 Novi MI 0.03% 0.33% 31.53% 1278 1,449 60043 Kenilworth IL 0.00% 0.05% 29.69% 1204 227 45174 Terrace Park OH 0.00% 0.05% 27.51% 1115 205 60564 Naperville IL 0.07% 0.70% 25.96% 1052 3,098 60585 Plainfield IL 0.03% 0.31% 25.54% 1035 1,388 60047 Lake Zurich IL 0.08% 0.78% 25.45% 1031 3,467 60490 Bolingbrook IL 0.03% 0.31% 24.10% 977 1,369 60022 Glencoe IL 0.02% 0.15% 23.78% 964 664 46814 Fort Wayne IN 0.02% 0.18% 23.56% 955 795 48098 Troy MI 0.04% 0.38% 23.22% 941 1,674 60487 Tinley Park IL 0.05% 0.44% 23.03% 933 1,935 60175 Saint Charles IL 0.04% 0.37% 22.85% 926 1,621 60565 Naperville IL 0.08% 0.73% 22.70% 920 3,227 60037 Fort Sheridan IL 0.00% 0.00% 22.17% 898 20 46033 Carmel IN 0.07% 0.66% 21.93% 889 2,928 60192 Hoffman Estates IL 0.03% 0.25% 21.75% 882 1,110

Although there is the opportunity for Covergirl to

target different cities throughout the Midwest, it

makes more sense to promote Covergirl Exact

Eyelights within the suburbs of Chicago, Illinois. There is

a huge portion of consumers located here

which makes sales promotion and advertising

efforts easier and more targeted.

Top Radio Stations:

Top Television Networks:

Top Entertainment/Recreational Activities:

Online Shopping Habits:

Top Newspapers:

Top Stores Shopped At:

Top Websites:

Top Domestic Travel Destinations:

Top International Travel Destinations:

Best Media to Use for Target Consumer:

Radio

Top Radio Stations:

WMVP, WTMX

T A R G E T C O N S U M E R O V E R V I E W

My target consumer is a 35-44 year old mother living in the suburbs of Chicago, Illinois. She is outgoing, confident, and knows exactly what she wants. She works in an executive role and spends the majority of her free time with her husband and children. She has a household income of $150,000+ a year. Her oldest child is between the ages of 12-17 and she has five or more people living in her household. She listens to the radio and reads the local newspaper. She isn’t overly fussy with cosmetics and is looking for an eye shadow that will bring out her natural beauty b u t i s o f q u a l i t y f o r a r e a s o n a b l e p r i c e .

covergir l exact eyelights { t a r g e t a c c o u n t p r o f i l e }

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