Soon the mascara was named Maybelline after the name “Maybel” given by her daughter to the lash mascara (L'Oreal). Two years later, the company produced the first of its kind mascara for everyday use which became an instant hit with the mass market. In 1996, the company’s headquarters moved to New York when it was acquired by L’Oreal (L'Oreal). Over the passage of time, the company hired celebrities as brand ambassadors, which again was an instant hit. In 1991, the company adopted the popular slogan “Maybe she’s born with it, maybe it’s Maybelline” which continues to be its slogan to date (L'Oreal). Maybelline enjoys a strong presence in over 129 countries today and covers four broad location segments: North America, Europe, Asia and Oceania (L'Oreal). Maybelline stands at no.1 in the makeup brands category in its home country, the US. In the UK, it has acquired the second position, along with strong growth in Russia (L'Oreal). The company is expanding fast in all BRIC economies, and has managed to bag the top position in make-up brands in China in 2010 (L'Oreal). The company is struggling to penetrate through the Japanese market which has intense competition as far as the make-up category is concerned. Overall, the company registered a 13.3% growth in 2010 (L'Oreal). The company offers a variety of product lines related to cosmetics including face, eyes, lips, nails, brushes and accessories (Maybelline LLC.). Under the “face” product line, the company offers concealer, foundation, powder, blush and bronzer (Maybelline LLC.). Under the “eyes” category, it offers eye shadow, eye liner, brow liner and mascara (Maybelline LLC.). Under “lips” category, Maybelline offers lip color, lip gloss and lip liner (Maybelline LLC.). Under “nails” it offers nail color, whereas, under “brushes and accessories” it offers brushes, tweezers, curlers, combs, removers and false lashes (Maybelline LLC.). The product brand that is part of this paper is the Maybelline “Dream Matte Mousse Foundation” that falls under the “face” product line. The highest sales of Maybelline are generated by its “face” product line, followed by lips and then eye (L'Oreal). The Dream Matte Mousse Foundation fits well into the company’s product range since it offers customers the advantage of matte effect for perfect blending of foundation into their skin. It offers full coverage and it offers the added advantage of shine control. This product is the only one that offers two of the three finishes: matte and natural (Maybelline LLC.). Furthermore, this product provides a powder effect and combines the benefits of liquid and cake foundations. Other foundations by Maybelline offer a combination of matte, natural, luminous and shimmer finishes (Maybelline LLC.). Maybelline sells to the mass market and has major competitors such as Revlon, Covergirl and Avon pitted against it in this segment. As far as Avon is concerned, it has global representation in approximately more than 100 countries and is also headquartered in New York (Avon Products Inc.). Avon’s internal strengths are that it has a strong business model that allows it to differentiate itself against competitors. It also had been doing fairly well and has had a steady increase in revenue throughout history. However, the primary weakness is that the company has been facing declining operations in the North American region, primarily as it has not been able to pace up with fast changing customer trends in this region.