Several key elements were crucial in Maybelline’s victories in the past. The purchase of the firm by L’Oreal Paris and ascent on the global market as a consequence were among them. With access to new markets, the company was able to become a worldwide brand and expand its sales. Thus, Maybelline competitors were outplayed altogether.
Intro to Maybelline Brand Positioning
The principle of modernization and change was in the center of Maybelline’s positioning. The brand and merchandise development relied on it heavily. The firm used a broad advertisement campaign as a tool for popularizing its brands. In 2000, the Maybelline company became the biggest spender in cosmetics advertising.
The company created brand awareness via marketing campaigns, which was deemed valuable and of top quality. The triumph from innovations became apparent. The eye shadow and eyeliner became the leading brands (Hennessy & Tybout 2004).
When Was Maybelline Founded?
Maybelline New York was founded in the United States in New York City in 1915. Its founder was Thomas Lyle Williams, an American businessman. He designed the first American mascara, which was made of petroleum jelly mixed with coal dust.
Who Owns Maybelline Cosmetics?
As of now, Maybelline New York is owned by the French parent company L’Oreal Paris since 1996. However, Maybelline’s headquarters remain in Manhattan, New York City, USA. The organization has two presidents. David Greenberg is the head of the global branch, while Leonardo Chavez handles the US market.
What Are the Products of Maybelline?
Maybelline New York specializes in the invention and production of a wide range of cosmetics. It includes skincare, fragrance, and personal care products for women. Its top products of 2019:
- Maybelline Superstay 24h Liquid Foundation,
- Maybelline Mascara Lash Sensational Mascara.
What Is Maybelline’s Market Share?
In 2018, Maybelline’s global market share was 7,4%. It was greater than the market share of some of the competing brands, including L’Oreal Paris, MAC, and Lancôme. In 2018, the company also became the most popular cosmetics brand on Amazon, capturing 11% market share of total mass cosmetics sales on this platform.
Where Is Maybelline Made?
Maybelline’s products are manufactured all over the world in numerous innovation centers and factories. It’s all due to L’Oreal owning the company. These countries include but are not limited to the United States, France, Brazil, India, Japan, and China.
Maybelline Competitive Strategy
The chapter is dedicated to the analysis of strategic options for the Maybelline company. Based on the SWOT analysis of Maybelline, the study was conducted. Down below, a few paths to the development of Maybelline marketing strategies are listed.
Task 1: Managing an International Label
The most crucial task is to keep the global brand ahead of Maybelline’s competitors. They are looking to globalize their brands, which should be prevented. Utilizing demographic characteristics of the market segmentation strategy can be beneficial. It is one of the significant options the company can make use of.
The individuals aged between 14 and 24 are the biggest consumers of Maybelline’s beauty brands. This psychographic feature can increase the corporation’s market expansion if used correctly. People of that age are perceived as the industry’s trendsetters. Consequently, it makes them the target audience. More technologically focused, young adults and teenagers can be influenced via the Internet. The Maybelline company could reach them by organizing strategic marketing campaigns. For this purpose, they can employ multiple social media platforms, particularly teen-dominated ones.
Moreover, the population of women aged 45-64 is projected to expand exponentially. The business should develop goods that fulfill their physiological needs, thereby growing its market share. The firm can use these psychographic segmentation preferences. They are essential to manufacturing new products and services recognizable with different age categories (Hennessy & Tybout 2004).
Task 2: Expanding the Industry
A market expansion strategy also includes suitable market positioning.
The company has to take into account the frequency of product emergence, such as foundation. Then, there is a fierce rivalry among the industry’s competitors of Maybelline, which can be useful. Repositioning well in the market sector can help the company to succeed in expanding its customer base.
Maybelline was the first to launch a formula that addressed aging issues. The critical reason why Revlon surpassed Maybelline through its Age-Defying Makeup was evident. It was the weak positioning of Maybelline’s marketing (Hennessy & Tybout 2004). As a strategy, Maybelline might also invest more in research and development efforts.
Doing so will ensure the firm gets ahead of its competitors. Also, Maybelline should consider prolonged innovation-based integration in product design. It can help develop and manufacture brands with beneficial ingredients. Thereby it will increase the quality of a product on the global market.
Task 3: Boosting Brand Awareness
Another Maybelline’s competitive strategy is to exploit cross-marketing opportunities. It can boost its retail presence and brand awareness.
Companies like Great Lash hold the current economic share. Buyers’ loyalty towards this brand is grand. So, the company can formulate a plan to penetrate its customer base. It can be achieved by using various marketing mix tools to expand in the market.
Being a dominant player in cosmetics for eye beautification, Maybelline has an advantage. It could reap the benefits of this strength. To be at the level of competing firms such as Cover Girl and Revlon, it has to improve its strategy. The company has to enhance the brand’s face and coloring products. Such a model will help the organization to reduce the gap with its competitors. It is especially effective in the Revlon-dominated foundation business (Hennessy & Tybout, 2004).
Maybelline Case Study Conclusion
This Maybelline case study analysis demonstrated that the company had great success in the past. It gained a competitive advantage by becoming one of the first companies in the cosmetics industry to enter the global market. The company’s marketing strategy and utilization of demographics statistics are beneficial. They proved to be critical elements in making profits.
Moreover, the study relied on SWOT analysis. It showed that Maybelline has various projects to strengthen its position on the global market of cosmetics.
References
Hennessy, J., Tybout, A. 2004, Maybelline Inc.: About face, Kellogg School of Management, Northwestern University.