The primary focus of this thesis was to gain insight into style executions in advertisements, more specifically, cosmetic advertisements. Cosmetics advertising has become very controversial over the past decade. The use of photo retouching and the promotion of an unattainable ideal of beauty have had alleged damaging effects on women and young girls across the globe. As indicated by the survey and other research, the disapproval of retouching and the portrayal of women in ads are extremely important issues in cosmetics advertising that seek necessary resolution. Ultimately, this integrated campaign serves as a stepping-stone to discovering a more effective and positive way to talk to women in a category that has little differentiation in the marketplace. Utilizing insights and research about cosmetics advertising and its 18 to 34-year-old female target market and their preferences, this Integrated Marketing Communications plan was created for Maybelline New York cosmetics.