The company is not presently seeking major expansion of distribution points, but is rather focused on organic growth within its current strong markets. However, there is little concrete information from the company with regards to the state of its expansion plans. Rimmel is based in London, and trades heavily on the image of London as a fashion center. London-based models are typically used to promote the brand (Kate Moss, for example)

However, because Rimmel is positioned above the bottom of the market, it could be a trade-up brand itself during economic upswings, as consumers leave their cheap local brands for a more prestigious and internationally recognized name like Rimmel. The means by which Rimmel cosmetics are priced is appropriate for a company with its market strategy. Rimmel needs to have a good value proposition, which implies good quality and a relatively

Maybelline positions itself as the most innovative make up producer. The company has strengthened its position on the international market due to the sales force ensured by L'Oreal, who acquired Maybelline. Astor positions itself as a high quality make up producer. Customers The main customer segment is represented by women aged between 20 and 35 years old. These customers have a medium income and medium to high education. They have a modern