CASE STUDY

MASGLO
Paula Herrera
Sebastian Hernandez
 Initially Masglo was a very small team, made up of a
messenger, a chemical engineer and a server that
visited clients.

Foundation
The fire was added the loss of 80% of potential
customers such as Jolie de Vogue and Yanbal.

In 1993, Masglo was born, which means Mas Glow

(brighter), it was done in order to cope with the
economic crisis of the company that did not guarantee
its permanence in the market. Despite having only 20
colors, these were characterized by high quality what
he did and makes them chosen among the manicurists.
 A month ago the Masglo Academy was launched, there
women or men can learn about entrepreneurship,

Characteristics manicure techniques and financial management.

Learning has augmented reality technology within the

Differential
Masglo application, available in either of the two
specialized stores, IOS or Google Play.

This platform is very versatile because in addition to

teaching it is useful when shopping for Masglo product
via e-commerce or to have quick access to the new
service that drives the brand, “home manicurist” that
helps a lot with entrepreneurship
 The communication style that masglo uses with its
clients is:

Communication - Support the integrity of Colombian women with

names of enamels that feel identified

style -Search for improvements in packaging so that

customers can have a better handling of the product

-Offer a variety of colors that are at the forefront of

fashion
 In 16 countries that is almost all of

Brand presence South America, Central America,

Spain and part of the United States
(Miami).
 An interview with a user shows us what they think of
Masglo:

- Why do you recognize the brand?

- First, because of the colors, the variety they handle

Context
and they are very attractive colors.

-What do you think about the masglo campaign about

the names they put on their enamels?

- It seems horrible, the woman does not have to feel like

the name of the enamel, I do not agree with these
What others expressed as the names, the fun of the brand are the smells and not the
company? names.

- Does advertising influence your purchase decision?

- No, it doesn't influence, I only do it because of the

color I want to have on my nails.

https://es.slideshare.net/gustavoagudel
o/esmaltes-masglo
 25 years ago when the company started,
which is now the director of Masglo, he

Public to whom painted his nails as a strategy to sell.

the initially
The clients were the manicurists, when
he arrived, the manicurists saw him with
painted nails and said: I want that color.

designed This generates remembrance, which is

communicatio
what it tells the commercial area: if you
create an emotional relationship with the

n was directed
customer, it is won.
 The brand before the fire, put its
Objective eyes on the manicurists and not on
the large platforms and chain stores,

communication where traditionally the production

companies point and this worked for

target the brand him. The direct sale took flight taking
into account that seven out of ten

was looking for women go or have gone to the

manicurist service.
 The strategies that masglo uses for customer loyalty
are:

Strategies and
- It consists of being different: in the loyalty club it
offers its clients the possibility of winning prizes

actions
- Variety-based positioning: Bases, glitters, blotters,
enamels, removers, oils, etc.

proposed by
-positioning based on needs: Design manicure products
meeting the needs of the public.

the brand
- Positioning based on Access: They offer professional
products to the reach of the public for their good price.
 There were two mistakes that had masglo:

- The new IVA punished consumption and internal

demand: Sales had a STOP because people are now
more cautious when it comes to spending which
became more noticeable in beauty parlors that in 2017

The mistakes billed much less than in 2017. 2016 because women
were no longer going to beautify each week but once a
month.

made by the - Exports: Masglo exports to fifteen countries, basically

from South America, Central America and Spain for the

brand
case of Europe.

It is indisputable that exports help and are very

important, but the only certain thing is that the great
business force is in Colombia, more than enough reason
to optimize processes and to be better every day in
such a generous market.
 - 1990: Fire that destroyed the factory

-1993: Masglo was born

-2011: They sold 25 thousand dollars

-2012: Due to the FTA with the USA, sales increased to

60 thousand dollars

Timeline
-2014: Polemic by name of enamels

-2015: They launch permanent enamels

-2016: Launched app to request manicurist at home

-2017: Celebrate 25 years and launch "nail extensions"

-2018: Launch enamel for men

-2019: Alliance with SENA and more than 24,000 free

manicurists can be certified

-2019: its export goal increases 50%

 Unfortunately in our factory there was a fire that
ended everything. The caretaker of the company was
spraying thinner to clean and the liquid reached an
outlet, which generated the unfortunate fact.

Although the fire ended everything in the factory, it did

Inform
not cause major damage to any of our team personnel.

Unfortunately the factory will have a partial closure

while we find how to remedy the damage, a new place
for the factory and so we can continue to offer our
products and services to you.

Thanks for your attention

 The parts that were affected by the
crisis were mainly 80% of potential
customers such as Jolie de Vogue

The and Yanbal due to the opening of all

imports and also to the arrival of

stakeholders new international suppliers to the

country.

affected by this The employees of this company were

crisis
also affected by this crisis, the one
that visited the clients reopened the
company and is the successful
director of masglo.
 Who should
have assumed We think that in bought cases, the
company have to assume the rol to

the rol? give the message to the workers and

to the stakeholders. This is because
of this was a big problema where
everybody were affected.
 Communications
with different
messages should have
Yes, for sure all the companies need
been prepared for the to be efficient for all the groups of
different audiences? people, for all the nich. The young
people sometimes does not prefer
the same things as the old people.
 Maximum ● Massive email: Send emails to
everybody telling the situation.
responsability of ● Personal talks: Make talks
inside the company saying what
communication happened.
● Capacitations: Make
capacitations after the situation
to avoid similar situations in the
future.
 Failures
managing this They didn’t make failures, they grow

crisis since the problem. In that moment

they weren’t Masglo, they start to be
Masglo after this, trying to be better.
 - Use of Instagram to be close to

Strategies
the young people, ladies that
loves to use this products.
- Give demonstration of the
products in saloons to be bigger.
 ● https://www.kienyke.com/emprendimiento/masglo-e
smaltes-colombia-historia
● https://masglo.com/masglo-una-marca-mundo-man
os/
● https://www.dinero.com/empresas/articulo/masglo-e
mpresa-colombiana-de-esmaltes-y-su-historia/2528

BIBLIOGRAPHY
90
● https://es.slideshare.net/gustavoagudelo/esmaltes-
masglo
● http://masglo.com/incendio-fundo-la-marca-esmalte
s-mas-grande-colombia/
● https://masglo.com/el-hombre-que-hace-millones-c
on-esmaltes/