What is this Ad's target segment?

As I read the our assigned reading for chapter 15, I came across an image that jumped out of the page because it seemed strange to me. The image I saw was that of Cosmetic designer's Traver Tains new cosmetic collection: The Heatherette collection, an addition to the M-A-C brand. 

What mostly seemed strange to me was the fact that, even though makeup and cosmetic firms know that their main target consists of women, Traver's choice of "faces" to represent this new line would be that of himself. At this point I questioned, what is his cosmetics target segment!?

Then I got to reading some students' analysis on the new cosmetic line and realized that not only was heatherette intended for women 16-25 but it were also intended for men who wanted to be individualistic and stand for themselves. With this bold move, heatherette targeted a new segment who had not been so boldly acknowledge before and gain from its risky intention. 

Now a day, the brand is still strong and even has a facebook page!

http://www.facebook.com/pages/Heatherette/16119049173