A worldwide leading company in the cosmetic industry was dealing with great challenges regarding adapting its positioning strategy to the dynamically changing behaviors of the market. The company needed to decide where to invest its marketing budget to optimize its revenue and was using different traditional marketing mix models without any success. A marketing mix model was developed using agent-based modeling to predict the market’s reaction to a given distribution of a certain budget among the different touchpoints available. This innovative model uses market information and consumer information collected from surveys to estimate the company’s sales, level of awareness and level of consideration given its distributed investment. The tool was implemented as part of the marketing plan decision making process, providing the ability to test different scenarios and generate quantitative analysis of its results.