Targeting and

Positioning:

HUDA
BEAUTY
Student Name: Varsha Ghanash

Student Number: 170594238

Course Name: Marketing Planning and Strategy

Course Code: MRT295NSS

Professor: Mr. Hakan Coruh

Due Date: November 14, 2025

Table of Contents
PRODUCT DESCRIPTION..............................................................................1
MARKET SEGMENTATION.............................................................................1
Segment 1: Everyday Natural-Finish Makeup Users.....................................1
Segment 2: Performance-Driven Makeup Enthusiasts..................................1
Segment 3: Skincare-Conscious Cosmetic Users..........................................1
TARGET MARKET STRATEGY........................................................................2
Primary Target Market: Everyday Natural-Finish Makeup Users....................2
Secondary Target Market: Skincare-Conscious Cosmetic Users....................2
POSITIONING ANALYSIS & PERCEPTUAL MAP..........................................3
Criteria for the Perceptual Map.....................................................................3
Competing Products.....................................................................................3
Positioning Statement.................................................................................4
Positioning Statement...................................................................................4
Consumer Insight..........................................................................................4
Discriminator / Point of Difference................................................................4
Reason to Believe.........................................................................................4
WORKS CITED................................................................................................5

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PRODUCT DESCRIPTION
Huda Beauty’s Easy Blur Natural Airbrush Foundation with Niacinamide is a
medium-coverage foundation designed to create a smooth, natural-blurred finish on
the skin. It is marketed as a hybrid formula that provides both cosmetic payoff and
skincare benefits, specifically through niacinamide, which helps brighten the skin
and improve texture over time. I personally use this foundation as my main base
product for school, work, and events because it delivers consistent coverage
without looking heavy. With my normal skin type, the product feels comfortable,
blends easily, and stays in place throughout the day without separating or
becoming oily. The lightweight feel, natural finish, and the added skincare benefit
make it a practical everyday foundation choice for many consumers seeking
convenience and dual-purpose performance.

MARKET SEGMENTATION
Market segmentation divides a broad consumer market into smaller groups with
shared needs, behaviours, and characteristics. According to Chapter 5 of Marketing
Strategy: Theory and Cases, segmentation must produce groups that are
measurable, substantial, accessible, and actionable to be effective (Ferrell et al.).
Using demographic, psychographic, geographic, and behavioural criteria, three
meaningful segments were identified for Huda Beauty Easy Blur.
Segment 1: Everyday Natural-Finish Makeup Users
Consumers in this segment are typically women and young adults aged 18–30 who
prefer makeup that enhances natural features rather than creating a dramatic
appearance. Psychographically, they value subtlety, simplicity, and a clean
aesthetic. These consumers look for foundations that offer a skin-like finish and
lightweight wear. They follow influencers and rely heavily on peer reviews via TikTok
and YouTube during the evaluation stage of the consumer decision journey. They
apply makeup almost daily for school, work, or casual outings and prioritize
products that feel comfortable and non-cakey.
Segment 2: Performance-Driven Makeup Enthusiasts
These consumers, typically aged 20 to 35, enjoy experimenting with makeup and
value high performance, including blurring, long wear, and buildable coverage. They
are more involved in the category and spend significant time researching products,
watching tutorials, and comparing ingredient benefits. They tend to buy mid-to-
premium brand products and frequently participate in makeup trends.
Behaviourally, they shop both online and in stores and are responsive to product
innovation, reflecting the role of product differentiation in creating competitive
advantages.
Segment 3: Skincare-Conscious Cosmetic Users
Consumers in this segment are typically aged 25–40 and who prioritize skin health
and prefer hybrid products that combine the benefits of cosmetic coverage and
skincare. They are ingredient-focused and research attentive, often influenced by
dermatologist content or credible evidence. They are willing to pay more for

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products formulated with ingredients such as niacinamide, hyaluronic acid, and
vitamin C. They value quality and trustworthiness in products, consistent with the
importance of superior value and customer satisfaction in building long-term
relationships. These consumers prefer hybrid products that simplify routines by
combining cosmetic coverage with functional skincare.

TARGET MARKET STRATEGY

Based on the segments identified, Huda Beauty’s Easy Blur Foundation should
follow a differentiated targeting strategy, which involves creating tailored value
propositions for distinct groups. This strategy fits the category because foundation
preferences vary significantly across consumer types based on finish, skin type, and
desired benefits.
Primary Target Market: Everyday Natural-Finish Makeup Users
Identifying Characteristics:
Women aged 18–30, located in urban and suburban areas, who value natural
makeup looks. They tend to be students or early-career professionals and are
active on social media platforms like TikTok and Instagram.
Basic Needs, Wants, & Preferences:
They want a foundation that is lightweight, easy to blend, comfortable for
long hours, and natural-looking. They prefer quick daily routines and favor
products that enhance, rather than mask, the skin.
Buying Habits & Preferences:
They frequently shop at Sephora, online beauty retailers, or Huda Beauty’s
websites. Purchases are often influenced by peer recommendations, campus
culture, and influencer content. They typically repurchase products that
deliver consistent results.
Consumption & Disposition Characteristics:
They use foundation 4–6 times per week and prefer liquid formulas with
flexible coverage. They finish products within a few months and replace them
as part of routine personal care shopping.
Secondary Target Market: Skincare-Conscious Cosmetic Users
Identifying Characteristics:
Women aged 25–40 who prioritize healthy skin and look for hybrid formulas.
They value routines that combine makeup and skincare benefits and are
willing to pay for high-quality ingredients.
Basic Needs, Wants, & Preferences:
They want formulas that do not clog pores, improve skin radiance, and offer
long-term benefits such as smoother texture. Niacinamide is a high-interest
ingredient for this group.
Buying Habits & Preferences:
They research products extensively, compare ingredient lists, and read
dermatologist-backed reviews. They shop both in-store and online, often
during promotions.

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Consumption & Disposition Characteristics:
They use foundation less frequently (2–4 times per week) but expect
premium results when they do. They finish products more slowly and may
rotate multiple base products in their routines.

POSITIONING ANALYSIS & PERCEPTUAL MAP

Positioning refers to creating a clear, distinctive, and meaningful place for a product
in the minds of consumers. According to Chapter 7 of Marketing Strategy: Theory
and Cases, effective positioning relies on differentiation, purposeful value creation,
and alignment with consumer needs (Ferrell et al.). Huda Beauty Easy Blur
competes in a highly saturated foundation market, where brands differentiate
through finish, coverage, longevity, and skincare benefits. To understand
competitive dynamics, a perceptual map was developed using two dimensions
central to consumer decision making: finish and skincare benefit.

Criteria for the Perceptual Map

The perceptual map uses two core dimensions that strongly influence consumer
decision making in the foundation category: finish and skincare benefit. They were
selected because they reflect the primary attributes consumers evaluate when
comparing complexion products, as emphasized in Chapter 10, where perceived
value is shaped by both functional and psychological benefits (Ferrell et al.): the X-
axis for the Finish (Natural to Full Glam), and the Y-axis for the Skincare Benefit (Low
to High).
These dimensions illustrate how brands balance cosmetic results with added
skincare value, a trend that continues to shape premium foundation offerings.
Competing Products
Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation:
A long-wear, soft-matte foundation with buildable medium to full coverage. It
focuses on shine control and durability but offers minimal skincare benefits,

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positioning it more toward full-glam performance than skin improvement (Fenty
Beauty).
Rare Beauty Liquid Touch Weightless Foundation:
A lightweight, serum-feel formula that provides buildable medium coverage with a
natural finish. It offers light skincare support through breathable, non-comedogenic
wear, but does not emphasize active ingredients (Rare Beauty).
NARS Light Reflecting Advanced Skincare Foundation:
A hybrid foundation with natural radiant finish and notable skincare benefits,
including ingredients that target brightness, clarity, and barrier support. It is
designed to visibly improve skin over time (NARS Cosmetics).
HAUS LABS Triclone Skin Tech Foundation:
A medium-coverage, natural to luminous finish foundation infused with strong
skincare benefits, including fermented arnica for calming, antioxidant protection,
and barrier repair. It positions itself as a clean, treatment-focused complexion
product (HAUS LABS).

Positioning Statement
Positioning Statement
For everyday makeup wearers who want a natural, smooth base, Huda Beauty’s
Easy Blur Natural Airbrush Foundation with Niacinamide offers a soft-focus finish
that improves skin texture over time. Unlike traditional foundations that only focus
on coverage, Easy Blur combines blurring technology with active skincare
ingredients to deliver both immediate and long-term benefits.
Consumer Insight
Consumers want a foundation that looks natural, feels lightweight, and supports
healthier skin. Many users prefer makeup that enhances their features rather than
covering them heavily, and they look for products that can fit into a simple,
everyday routine.
Discriminator / Point of Difference
The combination of blurring performance and niacinamide-driven skincare benefits
sets Easy Blur apart. It provides a natural airbrushed finish while actively improving
skin texture, brightness, and smoothness with continued use.
Reason to Believe
Niacinamide is a well-established active ingredient known for brightening,
smoothing, and supporting the skin barrier. Its presence in the formula provides
credible proof that the product can deliver long-term improvements, not just
cosmetic coverage.

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 WORKS CITED
Fenty Beauty. “Pro Filt’r Soft Matte Longwear Foundation │ Fenty Beauty.”

Fenty Beauty, [Link]/en-ca/products/pro-filtr-soft-matte-

longwear-foundation-310?variant=35178863853613.

Ferrell, O. C., et al. Marketing Strategy, 1st Edition. 1st edition, Cengage

Canada, 2023.

HAUS LABS. “Medium Coverage Lightweight Liquid Foundation.” HAUS LABS,

[Link]/products/triclone-skin-tech-medium-coverage-

foundation?srsltid=AfmBOor4EJJS-VnalYvQ3qKDwzTjy9ajuaeNWQs-

MRUbSBEwgPnfCNrC&variant=39969811398744.

NARS Cosmetics. “Light Reflecting Advanced Skincare Foundation | NARS

Cosmetics.” NARS Cosmetics, [Link]/CA/light-

reflecting%E2%84%A2-advanced-skincare-foundation/

[Link]?

srsltid=AfmBOoqChcVYPa0wvUjvqstiWfFI8WjotxtcaxeOVnCk21XdJEdQX

Gqa.

Rare Beauty. “Liquid Touch Weightless Foundation.” Rare Beauty,

[Link]/products/liquid-touch-weightless-foundation-1?

srsltid=AfmBOop5Jr1XkwKNk3F7wgSk62PzBcn0XUvzz9IFI2ofOQpfPs4D

ac7z&variant=40242055086215.