She sees cosmetics as part of her everyday life, not as a part of high fashion limited to models and film stars. She uses lipsticks to create an entire persona and will plump for a lip pencil. She is more confident, adventurous, self-reliant and knows what she wants. She is now taking definite steps in a man's world. She is proud of her femininity and wants to use fashion and cosmetics as a tool to express it. She is on par with her foreign counterpart in desire. It is a matter of time that she is completely in tune with international fashion. She is neither brand-conscious nor brand-loyal. Cosmetics is no longer the privilege of the few. She invests in cosmetics not just for her appearance today but for a better tomorrow. She is serious about her cosmetics but must see the value equation clearly.