PROJECT REPORT

ON

“MAYBELLINE MARKETING”

SUBMITTED TO THE UNIVERSITY OF MUMBAI IN THE PARTIAL FULFILLMENT

OF THE DEGREE BACHELOR OF MANAGEMENT STUDIES.

SUBMITTED BY:

PRANJAL VALMIKI

T.Y.BMS

ACADEMIC YEAR: 2022-23

PROJECT GUIDE:

PROF.SEJAL V. PANCHAL

M.COM (Accountancy)
SUBMITTED TO:
UNIVERSITY OF MUMBAI

SONOPANT DANDEKAR ARTS, V.S.APTE COMMERCE AND M.H.MEHTA COLLEGE, R.H.SAVE

INSTITUTE OF MANAGEMENT, PALGHAR DIST: PALGHAR PIN: 401404
UNIVERSITY OF MUMBAI

I
*A RESEARCH STUDY ON MARKETING
STRATEGIES OF MAYBELLINE
PRODUCT *

II
 DECLARATION

I, PRANJAL VALMIKI A STUDENT OF SONOPANT DANDEKAR ARTS, V.S.APTE

COMMERCE AND M.H.MEHTA SCIENCE COLLEGE, PALGHAR DIST:- PALGHAR, PIN:-
401 404 STUDYING IN T.Y.BMS HEREBY DECLARE THAT I HAVE COMPLETED THIS
PROJECT ON “MAYBELLINE MARKETING”. DURING THE ACADEMIC YEAR 2022-
23. THE INFORMATION SUBMITTTED IS TRUE AND ORIGINAL TO THE BEST OF MY
KNOWLEDGE.

DATE: SIGNATURE OF STUDENT

PLACE: PALGHAR

III
 CERTIFICATE

I, PROF. SEJAL V. PANCHAL, HEREBY CERTIFY THAT PRANJAL VALMIKI OF

SONOPANT DANDEKAR ARTS, V.S.APTE COMMERCE AND M.H.MEHTA SCIENCE
COLLEGE, PALGHAR DIST:- PALGHAR, PIN:- 401 404 OF T.Y.BMS HAS COMPLETED
HER PROJECT ON “MAYBELLINE MARKETING”. DURING THE ACADEMIC YEAR
2022-23. THE INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO THE BEST OF
MY KNOWLEDGE.

Prof. SEJAL V. PANCHAL SIGNATURE OF THE

SIGNATURE OF PROJECT PRINCIPAL OF THE COLLEGE

GUIDE

SIGNATURE OF CO-ORDINATOR SIGNATURE OF

EXTERNAL EXAMINER

IV
 INDEX
SR. CONTENTS PG NO.
NO
1. Executive Summary 1
2. Introduction 2

3. Marketing strategies 7

I] Product strategy:- 15

II] Pricing strategy 19

III] Place and distribution strategy 20

IV] Promotion & advertising strategy 22

4. Performance analysis of the company 31

5. History of Maybelline 40

6. Market growth rate of company 54

7. SWOT analysis of the company 59

8. Profit 65

9. Research methodolgy 68
10. Data analysis 69
11. Finding 70
12. Recommendation 71
13. Conclusion 72
14. References 74

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 ACKNOWLEDGEMENT

If words are considered as a symbol of approval and token of appreciation then let the words play
the heralding role expressing my gratitude. My successful completion of this project report involved
more than just my desire to earn a valued degree working on this project has presented me with many
insights and challenges.

I would like to thank the university of Mumbai for introducing bachelor of management studies course,
thereby giving its student a platform to abreast with changing business scenario, with the help of theory
as a base and practical as a solution- I am also thankful to the management of S.D.S.M College of
PALGHAR for making all the facilities available and espousing the cause of the research. I would like
to thank our honorable principal Dr.Kiran Save.

I would like to express my earnest gratitude to Prof. Sejal Panchal for her superlative guidance and
unflinching support throughout the project work. No development would have been feasible had it not
been for their excellent supervision, constant encouragement and careful perusal, in completion of the
project successfully.

Last but not the least; I would like to thank my parents & teachers for giving the best education and
friends for their support and feelings without which this project would have not been possible. Many
others without whose invaluable help and expert advice this project would not have been the same ought
to be cited.

With the completion of my project entitled “MAYBELLINE MARKETING.”

-PRANJAL VALMIKI

VI
 EXECUTIVE SUMMARY

Maybelline New York is the number one global cosmetics brand and is available in over 129 countries
worldwide. Offering more than 200 products, Maybelline New York combines technologically advanced
formulas with on-trend expertise to create accessible cosmetics with a cool, urban edge and a spirited style.

Maybelline officially appeared on the Vietnamese market in 2007 and quickly became the leading makeup
brand for the masses.

Over the years, Maybelline has grown strongly and is increasingly loved by young Vietnamese people. Over
the past year, due to the impact of COVID-19, people's lifestyle has changed a lot, the need for travel, and
entertainment has decreased significantly and this affects the operation of the company.

With that in mind, Maybelline wishes to increase its brand awareness and sales through the campaign “Pha Vo
Rao Can” during the Tiger New Year 2022. The campaign is divided into two phases: the first phase will start
in December and the second

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 INTRODUCTION

Maybelline New York is the number one global cosmetics brand and is available in over
129 countries worldwide. Offering more than 200 products, Maybelline New York
combines technologically advanced formulas with on -trend expertise to create accessible
cosmetics with a cool, urban edge and a spirited style. Maybelline New York is the official
sponsor of New York Mercedes- Benz Fashion Week.

In 1913, young Chicago chemist Thomas Williams had a dilemma. His older sister,
Maybel, was in love with a man who was in love with someone els e. Maybel Williams did
her best with what was available—she used petroleum jelly on her lashes and brows to
enhance them.

Her brother decided to help her increase her allure by adding carbon dust to the petroleum
jelly, which darkened her lashes and brows more dramatically. The product worked. In
1915, Maybel got her man and Thomas founded what would become the global industry
giant, Maybelline, named after the bride and her favourite beauty aid.

Two years later, Williams introduced Maybelline Cake Masc ara, the first modern eye
cosmetic made for everyday use. Initially available only through mail order, it was so
popular that women began to ask for it in drugstores. The signature red Eyebrow Pencil
followed, along with coloured eyeshadows and complementa ry eyeliners, leading the
youthful, flapper fashion trend of dramatic makeup.

Maybelline became the first cosmetic company to advertise on radio and sales boomed. In
1932, responding to incessant demand, Maybelline introduced a special 10 -cent package of
Cake Mascara for retail sale. And the rest, as they say, is history!

2
The Maybelline Company was founded in
Chicago by pharmacist Thomas Lyle Williams in 1915. Williams
noticed his older sister Mabel applying a mixture of Vaseline and
coal dust to her eyelashes to give them a darker, fuller look. He
adapted it with a chemistry set and produced a product sold locally
called Lash-Brow-Ine.

Williams renamed his eye beautifier Maybelline in her honor. In

1917, the company produced Maybelline Cake Mascara, "the first
modern eye cosmetic for everyday use," and Ultra Lash, the first
mass-market automatic, in the 1960s.[4] In 1967, the company was
sold by Williams to Plough Inc. (now Schering-Plough)
in Memphis, Tennessee. The entire cosmetic production facility
was moved from Chicago to Memphis over one weekend. In 1975,
the company moved to Little Rock, Arkansas, where it is still
located. In 1990, Schering-Plough sold Maybelline to a New York
investment

firm, Wasserstein Perella & Co. Maybelline’s headquarters

remained in Memphis until its acquisition by L'Oréal in 1996. Its headquarters was then moved to New York
City in 1996[5] and its factory to Brooklyn in 2000.

SPOKESMODEL:-

Maybelline received a boost when the company hired Lynda Carter as the company's beauty fashion
coordinator after her television series ended; she also appeared in several of its television and print
advertisements.

Josie Maran, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha
Sandha, Sheetal Mallar, Julia Stegner, Jessica White and Kristin Davis have endorsed Maybelline products.
The current faces of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp Muhl, Emily
DiDonato, Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Gigi Hadid, ITZY Liza Soberano and Urassaya
Sperbund.

3
COLLABORATIONS:-

In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition
collection that was marketed as Maybelline X Puma. It was claimed as the multi-taking athleisure-inspired
collection and consisted of 5 products. Adriana Lima was chosen as the ambassador for the collaboration.
In May 2021, Maybelline collaborated with Marvel to create a limited edition that connects Marvel's most
iconic characters with the brand's top-selling hero products.

SLOGANS:-

In 1981, the company adopted its advertising slogan Maybelline, Maybelline Ooh La La which was used
until 1991 when the tagline changed to Maybe she's born with it, maybe it's Maybelline. The slogan was
named as one of the most recognizable straplines of the past 150 years, according to CBS Outdoor.

CRITICISM :-

In 1989, L'Oréal ceased to use animal testing in finished products prior to launch and committed to
developing alternative methods. According to a 2010 report, however, animal testing of products is required
by law in some countries for the sale of cosmetics. In 2021, People for the Ethical Treatment of
Animals (PETA) reported that Maybelline tested on animals.

4
Maybelline New York, LLC, trademarked as L’Oréal USA, Inc. and marketed as Maybelline New York is
an American manufacturer of cosmetic and beauty products currently owned by the French company
L’Oréal.
It was founded in 1915 by Thomas Lyle Williams in Chicago, Illinois and was later acquired by L’Oréal in
1996 and is currently based in New York, USA.
Today, Maybelline is a leading global brand in the cosmetics industry, with an extensive product range for
face, eyes, lips and nails. It has its presence in about 129 countries worldwide.

Maybelline has produced quality cosmetic products for women of all ages around the globe and continues to
thrive as a classic brand with a comprehensive portfolio of products of superior quality and unique colour
offerings, completely customized to suit Indian skin tones.
Maybelline is one of the most popular brands all over the world and its target market is focused purely on
women aged between 15 to 45 which includes women from all backgrounds.

Lately, the brand has become more contemporary for women of all races. Like most of the girls during the
age of 16 start using makeup products, this age group becomes the most targeted one. The products range to
all groups, using appropriate marketing techniques and being aware of each of their wants and needs. The
brand has introduced a wide variety of products that women of any age can use.
Now that we know about Maybelline’s Target Market, let us now go through the 4Ps of the marketing mix
of Maybelline.

lawless looks are made possible by the best face makeup products Maybelline has to offer. Perfect blush
shades, subtle foundations, concealers, primers and face contouring makeup to help you put on the right look
no matter what side of yourself is stepping out.

5
They have virtual try on & product finders to discover your
perfect makeup

6
 MARKETING STRATEGY

Marketing Strategy of Maybelline analyzes the brand with the marketing mix framework which covers the
4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation,
pricing approach, promotion planning etc. These business strategies, based on Maybelline marketing mix,
help the brand succeed in the market.

Maybelline marketing strategy helps the brand/company to position itself competitively in the market and
achieve its business goals & objectives.

Maybelline has shown the highest rate of loyalty to the cosmetics brand through visual social media
channels so far this year. It has gained more than 10 million followers on Instagram, four times the number
of followers of its rival brand, Revlon. In the meantime, Maybelline currently has more than 100,000
followers on Pinterest, while brands like Estee Lauder and CoverGirl are falling behind with a total of
60,000.

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HOW MAYBELLINE MARKETS ITS BRANDS?

1) Digital influencers become brand ambassadors

While influencer marketing is now commonplace for cosmetics brands, Maybelline has gone one step further
by embracing a new trend to use influencers as brand ambassadors. Rather than just charging them to share
content on Instagram, this means getting influencers on mainstream and multi-channel promotions.

This reflects the degree to which the influencers have dominated the industry, with beauty companies
capitalizing on the popularity and reputation of make-up bloggers and vloggers. Alongside this, Maybelline
also uses influencers to broaden her emphasis on diversity. Manny Gutierrez (or 'Manny MUA') was named
the first male brand ambassador, capitalizing on his more than 4 million Instagram followers and 2.1 million
YouTube subscribers.
Similarly, influencer content constantly fuels interaction with Instagram, while the brand itself reaps the
benefits of a large and active community of influencers. Model Adriana Lima usually posts using the
#maybellinegirls hashtag, with a single post, in particular, producing 290,000 engagements.

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2) Hyping product-releases

Using influencer-driven content for continuous interaction, Maybelline also uses visual tools to generate
excitement in leading up to new product launches. A new make-up line has recently been introduced in
conjunction with Gigi Hadid – a partnership that is sure to create interest in itself. Nonetheless, the #
GigixMaybelline has cleverly created anticipation of the event, with Gigi devoting much of her entire
Instagram to it for the month of October.

Maybelline mainly focuses on making sites like Instagram, a place for interaction and engagement. Although
the app can deliver a relatively passive user experience (with some users simply scrolling rather than
stopping to like or comment), the brand also asks questions or invites followers to add friends in order to
elicit real interaction.

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3) Creating platform-specific content

With Instagram providing the vast potential for reach, many beauty brands struggle to use other sites, such as
Pinterest or Facebook, or, if they do, carry out the same or similar content. On the other hand, Maybelline
takes a channel-specific approach, producing high quality and personalized content for various platforms.
Pinterest uses visual content to provide useful and insightful tips and make-up for how-to, with its 'Get the
Look' feature proving to be popular. It takes a more humorous approach elsewhere, producing a challenge-
themed series with influencer NikkieTutorials directly on YouTube. This enables the brand to reach
consumers who are looking for this kind of content online, providing them with a reason to subscribe and
return.

Of course, YouTube is another hotbed for influencer interaction, which is why Maybelline previously relied
on the site for its Nudes Palette campaign. It collaborated with 13 beauty vloggers to carry out content, plus
a range of models to star in a short video created by Vice 's fashion culture website, I
Google data suggests that the campaign was a success. The result was a 2.4x to 2.9x rise in brand
recognition, with the initial trailer attracting more than 1.8 m views and an average play-through of 54
percent, while 13 YouTube vloggers are reported to have accounted for 58% of the overall watch time for the
whole campaign. Not only does this prove the advantages of visual content in general, but also it conveys
how a platform-specific approach can bring about the best results.

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4) Putting consumers centre stage

Finally, Maybelline ensures that the engagement cycle continues by involving its online audience as much as
possible, in particular by encouraging user-generated content. One way of doing so is by offering free
samples of its products to customers in order to inspire them to post feedback or product-related material on
social media.
Such customers do not often have a strong online presence, which means that they do not automatically
qualify as 'influencers.' Maybelline recognizes the power of everyday consumers in this regard, particularly
when it comes to promoting the brand to a wider audience.

While influencers may endorse the more trendy, perhaps slightly higher-end aspects of the brand, user-
generated content tends to be more real, showing everyone that it can be available and affordable to all.
Maybelline primarily produces this form of content by brand-related hashtags, which it often sets up in
relation to events and occasions. For example, during New York Fashion Week and BeautyCon (a festival-
like gathering for brands and beauty fans), # MNYFashionWeek and # MNYBeautyCon are used – with the
now-recognizable formula being replicated by online users.

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5) Marketing Lessons from Maybelline
So, thanks to the right marketing strategies that Maybelline has executed over the years, it has remained its
position as one of the biggest cosmetics brands in the world. What lessons can you learn from Maybelline’s
marketing success?

6) Create something for the consumers to talk about

Maybelline 's social strategy relies on the development of visual content. Photos are also designed to inspire
followers to connect through their social networks and to chat about the brand offline. As the data show, this
strategy is highly successful.
Maybelline 's offline brand sharing has been growing since June 2017, hitting its highest level in February.
This reflects a 75% leap over the six-month period ending in January compared to the previous six-month
period.

That's impressive, given that online brand sharing increased 8 percent over the same period. Visual content
can be so convincing that customers aren't just sharing online, they 're talking about it more frequently in
face-to-face conversations with friends and family.

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7) Leverage a mixed marketing strategy

Celebrity relationships are another component of Maybelline 's strategy to engage customers both online and
offline. The key to the success of the brand in shaping conversations is its expert use of integrated marketing.
Maybelline 's partnership with the supermodel Gigi Hadid, for example, continues to create coverage in
fashion media. In addition to being used in the brand's promotional campaign, Hadid has collaborated with
Maybelline on a cosmetics range. The buzzworthy model also dedicated its own Instagram — with 40
million followers — to a new collection named after her name. These talkable activities have created an
enviable effect.

References to the promotion of Maybelline in offline conversations rose by 16% over the six-month period
ending in January, relative to the previous six-month span. Hadid 's performance at the 2018 Met Gala, in
which she unveiled Maybelline's Soda Pop Eye Shadow Palette, is expected to raise these figures further.

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8) Take advantage of the power of everyday influencers

Maybelline also understands that celebrities are not the only ones to catch the eye of the consumer. In
August, the makeup company revealed its first collaboration with Shayla Mitchell, a beauty vlogger, via a
paid partnership.
The brand also regularly engages day-to-day influencers — friends, family, and colleagues who have wide
social networks and enjoy sharing their opinions. It sends free product samples to customers and encourages
them to share their impressions by posting feedback and product-related material on social media.

This strategy proves to be successful. In offline conversations about Maybelline, references to product
samples rose to 10.3 percent in the six months ending January 2018 from 4.6 percent in the previous six-
month period. This strategy also contributed to an increase in offline brand sharing, suggesting that free
samples resonated with customers in offline conversations.
Perhaps the marketing strategy of Belline is more than just a lipstick. The brand has built on a deep
understanding of what motivates its consumers to speak about. Most significantly, every marketing
touchpoint is designed to enable both offline and online customer conversations.

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I] PRODUCT STRATEGY:-

The product strategy and mix in Maybelline marketing strategy can be explained as follows:
Maybelline is a leading cosmetics brand which has a strong presence across the world. Maybelline has a
wide product portfolio offering for its customers. The product offering in its marketing mix covers products
for eyes, lips, skincare etc. Some of the most popular products by Maybelline are as mentioned below:

A) EYE MAKEUP:-

It's all in the eyes. And the possibilities are endless. Demure daytime looks. Deep drama
night moves. Subtle lines and definition, smoky vibes, classic tones or a shot of color.
Eyeshadow, eyeliner, kajal, eyebrow and mascara collections designed to transform your
look in the blink of an eye.

• EYESHADOWS - Cream, Palette, Pressed (Classic), Smokey . Runway-bold colors. Understated

neutrals in classic shades. Subtle shimmer, or edgy smokey eyes. Create versatile eye makeup looks
that stay with our colorful, blendable eyeshadow palettes, singles, and sticks!

• Mascara – Curling, Lengthening, Smudge proof, Volumizing, Waterproof, Fiber

• Eyeliner - Liquid Eyeliner, Gel Eyeliner, Waterproof Eyeliner And Pencil Eyeliner
• Brow - Brow Precise Micro Pencil, Brow Drama Pomade Crayon, Brow Precise Fiber Volumizer
Eyebrow Gel, Brow Drama Pro Pallet

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B) FACE MAKEUP & SKINCARE:-

Flawless looks made possible. Fabulous foundations, concealers, bb

creams, primers, powders, blushes, and highlighters to help you get any makeup look you're going
for. Flawless looks are made possible by the best face makeup products Maybelline has to offer.
Perfect blush shades, subtle foundations, concealers, primers and face contouring makeup to help you
put on the right look no matter what side of yourself is stepping out.

• Foundation - Anti-Aging, Creamy, Liquid, Long-Wear, etc.

• Powders, Concealer, Blush and Bronzer & Primer

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C) LIPCARE:-

Upgrade your lip care and say goodbye to dry and chapped lips with Maybelline lips balms. Our
nourishing lip balms heal and soothe lips while also protecting your pout from the sun. Try the tinted
Maybelline Baby Lips lip balm for a soft “your lips but better” look.

• Maybelline Lipsticks
• Lip Balms & Lip Gloss, Lip Liner

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 D) ACCESSORIES:-

Ever wonder how professional makeup artists achieve that flawless, polished look? They have the
stuff to make it happen. Their brilliant collection of makeup brushes and accessories puts the power
of perfection right in your hands. Designed by their expert team of makeup artists, beauty tools will
help you blend, conceal, refine and define like a pro

• Brushes - Expert Tools Eye Shadow Brush, Expert Tools Face Brush, Expert Tools Lip Brush,
Expert Tools Angled Definer Brush, Expert Tools Blush Brush, Expert Tools Brush N' Comb, Gigi
Hadid Eyeshadow Brush, Gigi Hadid Eye Contour Brush

• Makeup Tools - Expert Tools Eyelash Curler Refills, Expert Tools Slant Tip Tweezer, Expert Tools
Eyelash Curler, Dream Blender, Expert Tools Dual Sharpener

• Removers - Expert Eyes 100% Oil-Free Eye Makeup Remover, Expert Eyes Moisturizing Eye
Makeup Remover, Superstay Eraser Lip Color Remover.

• Maybelline has also partnered with Puma for developing cosmetic products for athletes. This
completes the entire product offering for Maybelline brand.

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II] PRICING STRATEGY:-

Below is the pricing strategy in Maybelline marketing strategy:

Maybelline is a premium product and targets to the affluent urban female and working-class women as well
as teens and young adults from upper class society.

The prices are high and they are considered as luxury items in USA. Maybelline products are available in the
range of $10 to $100 depending on the kind of product.

Thus premium pricing strategy in its marketing mix helps the brand serve a niche customer which its high
quality product-line. Maybelline’s pricing strategy and approach have been successful for the company in
both product and performance.

The pricing strategy utilizes standardized prices for all products which encourage product demand and brand
loyalty.
This strategy has resulted in remarkable growth for Maybelline. It has its roots in an attitude that emphasizes
value for all consumers — not just those who can afford it.

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III] PLACE & DISTRIBUTION STRATEGY:-

Following is the distribution strategy in the Maybelline marketing mix:

Maybelline does not sell its products directly. They distribute their product through retailers in the mass
markets, drug stores, and other malls and supermarkets.
The customers can choose from the myriad of products and shades as per their preference on the Maybelline
company website and either buy from online retailers or they can use the store locator facility on the website
which uses the zip codes to find the nearest store where the selected product is available.

The official website has a virtual beauty studio which empowers users to test difference products on one-self
virtually before purchasing them.
Maybelline is present in 129 countries worldwide. It is present in several market segments, including
traditional mass retail, drugstores, e-commerce and speciality channels. With Covid-19 Pandemic in place,
Maybelline saw a rise of 47.1% in e-commerce sales.

The beauty industry in India is expanding rapidly with the increasing female spending power and preference
for quality products. The strategic consolidation among various beauty product concern has helped
Maybelline gain strength in the highly competitive Indian market segment.

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Target Market
The profile for Maybelline New York’s target customers comprise of the
following demographic, psychographic, geographic and behavioral factors:

Demographics:-
• Women between 16 to 35 years. The company also offers products for women above 35 years,
although minimal.
• Women in the mid to high income social class.

Psychographics:-
• People with emotional needs, for instance, confidence and seductive.
• People with an inferiority complex
• Individuals who wear makeup everyday
• Individuals searching for quality brands to use on their skin
• Individuals who are conscious of cosmetic trends

Geographic:-
• Major urban markets

Behavioral:-
• People who wear make-up frequently
• People who are social media savvy
• People who are busy and have no time to look for makeup in specific stores

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IV] PROMOTION &ADVERTISING STRATEGY:-

The promotional and advertising strategy in the Maybelline marketing strategy is as

follows:

Maybelline provide discount coupons and promotions in local magazines and newspapers. The customers
can also sign in for their newsletter which will be mailed to the inbox of the customers with the relevant
offers and promotions as well as available new products. Maybelline uses all possible media channels to
promote and advertise its brand. TVCs, online ads, print media are uses effectively by Maybelline to
promote the entire product portfolio. Various global events, shows, beauty pageants are organized by the
brand. To keep users engaged and to offer them loyalty benefits, the brand also uses coupons for giving
discounts and other value adds to its users.

Hence this completes the marketing mix & strategy of Maybelline. Maybelline uses both traditional and
digital mediums to promote its products. Both types of advertising and marketing have helped the company
to build a loyal following and increase its brand recognition among women.

Digital marketing of Maybelline relies greatly on brand promotions and user-generated content on platforms
such as Youtube and IGTV while traditional advertising relies mainly on traditional media like magazine
and newspaper ads and broadcast media.

Maybelline’s promotion strategy includes collaborations, brand ambassadors, sponsorships and extensive
traditional and digital promotions. The beauty industry has created a movement toward consumerism and
wanting products to be personalized and delivered.
Being an industry-leading brand that is used to delivering products as close to the consumer’s heart as
possible.

22
With this new generation using social media more than ever before, the need is huge for brands to deliver
products that make them look fantastic.
So here are the few promotion strategies that Maybelline implements to make sure they are noticed by the
customers.

The beauty industry is highly lucrative with constant competition for customers. While some cosmetics are
created to only appeal to a certain demographic, Maybelline does routine collaboration with various
companies like Marvel, Puma to launch new personalised products which help them promote themselves to
multiple different audiences.

In recent times, Maybelline has taken on the task of marketing its products globally by signing a number of
celebrity brand ambassadors. Among the celebrities are Alia Bhatt, Athiya Shetty and Sara Ali Khan who
promote its products in India. Gigi Hadid is signed as a global ambassador for the brand.

The brand even collaborated with famous model Gigi Hadid to create a range of products inspired by the
model’s makeup theme. The launch of the Maybelline x Gigi Hadid Collection was a smashing success.
Maybelline Virtual Beauty Studio is an online makeup tool that helps its customers to find a perfect match of
their style, size and skin tone instantly online. It allows the audience to choose from a wide range of shades
and others products.
And when you’re ready for your make-up deliberation, the easy to use virtual makeup tool allows one to step
back and watch her reflection in virtual reality.

Promotion and advertising campaigns are very important for Maybelline. They play a vital role in creating
awareness, in revitalising the brand after a time which also helps in creating brand loyalty.
The ability to create awareness and get people talking about the products through the media is vital for any
business success.

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ALIA BHATT PROMOTING IN INDIA

Alia said, “Maybelline is a brand that reflects my personality of being happy and cheerful,
always full of energy and fun. It targets girls like me who are young, fashionable, decisive,
love to dress up, are trend conscious and wear bold styles.

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ATHIYA SHETTY PROMOTING IN INDIA

“I am proud to say that I am a Maybelline girl and I am honoured as I take on my very first
endorsement with this iconic brand. It's an incredible feeling as I now take forth Maybelline's
vision of inspiring women to define their beauty, express themselves and make their mark.”
Athiya, who is the daughter of actor Suniel Shetty, said in a statement.

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SARA ALI KHAN PROMOTING IN INDIA

The actress has worked with Maybelline many times before. Sara Ali Khan is currently a
brand ambassador for Maybelline and is often seen in ad campaigns and photoshoots for the
brand. The actress joined the brand as an ambassador in February 2021.

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GIGI HADID PROMOTING GLOBALLY

The young woman was chosen by Maybelline as the star of its forthcoming advertising
campaigns. The model shared the news with her fans in a video and a post on
her Instagram account.

"I'm so beyond honored & excited (at a loss for words, really) to be the new face of
@Maybelline ... It's such a dream come true to be a part of this family," Hadid told her
followers, illustrating the post with a photo from the set.

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Here are some of the most popular promotion and advertising campaigns of
Maybelline:

#SoBoldSoColossal – A Promotion Campaign of Maybelline

“So Bold So Collosol” campaign by Maybelline aimed to take a bold stance with its new range of eye
makeup. The objective of the advertising campaign was to spread awareness about the launch of Colossal
Eye Makeup.
The brand has created a range of bold shades that will offer you gorgeous looks instantly in a variety of ways
and are waterproof.

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# Fit Me As I Am – A Promotion Campaign of Maybelline

The campaign, Fit Me As I Am, wants to encourage people to be bold and take risks with their lives by
encouraging them to go out in the open and make a change. The celebrities reflect the trends and values that
are being talked about in the world at this moment in time.
This campaign was done with popular women celebrities like Jonita Gandhi, Aisha Ahmed who shared their
stories of how they came up with the hurdles to reach where they are. This was done in collaboration with
Human of Bombay, a Mumbai based community organisation.

29
Promotion & Advertising spending of Maybelline New York
in the United States from 2011 to 2018
(in million U.S. dollars)

30
 PERFORMANCE ANALYSIS OF COMPANY

Maybelline New York is owned by the parent company, L’Oréal Groupé, and is a major player of the
colored cosmetic industry worldwide. Maybelline is from an industry that is categorized under monopolistic
competition. The company competes directly with both internal competitors, that is, other L’Oréal Groupé brands,
and external competitors in the industry. In 2018, the brand had positioned itself as a global leader in the industry
by earning a market share of 7.4% (Euromonitor, 2019). L’Oréal Paris, an internal competitor, came second with a
share of 5.0%. This was followed by Mac, an external competitor, with 4.0% and Lancôme, also an internal
competitor, with a brand share of 2.0% (Euromonitor, 2019).

L’Oréal Paris, Mac, and Maybelline are principal brands aimed at the mass market and are often lower
priced. Moreover, they are commonly found in mass merchandisers, such as Walmart, and drug stores.
However, Lancôme is a prestige brand offering premium-priced products that exclusively focus on the
luxury market.

The cosmetics industry is faced with several critical issues that affect its market performance. First, is its
dependence on consumer spending. Since most people often regard beauty products as luxuries, the sale of
cosmetics, especially in the high-end segment, is susceptible to variations in consumer spending brought
about by economic trends (Cosmetics, Beauty Supply & Perfume Stores, 2019). Therefore, during economic
recessions, consumers may scale down their discretionary purchases and switch to less expensive substitutes.
Second is the presence of a relatively high supplier concentration in the sector (Cosmetics, Beauty Supply &
Perfume Stores, 2019).

Large multinational companies manufacturing a variety of products across different market segments
dominate the cosmetics industry. As a result, they have a cost advantage in terms of volume discounts and
the ability to produce new products. Consequently, this reduces the negotiating power of small brands owned
by small retailers. Lastly, it is difficult to forecast demand trends (Cosmetics, Beauty Supply & Perfume
Stores, 2019). It is hard to predict the life cycle of cosmetic products, therefore, firms struggle to manage
inventory. For instance, celebrity endorsement can escalate the sales of a particular product within a short
duration, however, as the celebrity fades from the limelight, the demand of related products can reduce.

31
Maybelline’s Ranking-

Website ranking helps evaluate the value of a business. Over the last three months,
maybelline.com's global ranking has decreased from 42,817 to 42,863.

32
Maybelline’s Traffic and Engagement Analysis-

Maybelline traffic has decreased by 11.27% compared to last month .

33
Geography & Country Targeting-

Which countries sent the most traffic to maybelline.com lately? Where is their core audience
from? Last month United States was the top country sending desktop traffic to
maybelline.com

34
Maybelline’s Audience Demographics-
Audience composition can reveal a site's current market share across various audiences.
maybelline.com's audience is 30.12% male and 69.88% female. The largest age group of
visitors are 25 - 34 year olds

35
Top Marketing Channels-

The top traffic source to maybelline.com is Organic Search traffic, driving 60.11% of
desktop visits last month, and Direct is the 2nd with 19.15% of traffic. The most
underutilized channel is Display. Drill down into the main traffic drivers in each channel
below

36
Top Keywords by Traffic Share-

See the list of top keywords driving organic traffic to maybelline.com

37
Referral Traffic-
The top referral sites sending desktop traffic to maybelline.com.

38
Social Media Traffic to Maybelline-

Maybelline gets most of its social media traffic from Youtube, followed by Reddit and
Pinterest (Desktop). Engaging audiences through Twitter may reveal new opportunities

39
 HISTORY OF MAYBELLINE

Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By
combining technologically advanced formulations with on-trend expertise and New York edge, Maybelline
New York's mission is to offer innovative, accessible and effortless cosmetics for every woman.
Maybelline New York was born with a spark in 1917 when Mabel Williams singed her lashes in a cooking
fire— and turned disaster into opportunity by mixing the ashes with Vaseline to create a mascara product for
all.

100 years later, that Maybelline spirit lives on, in the spark and spirit of
New York.
Every product we make lives up to our values: Diverse. Hardworking.
No-hassle. On the pulse. We create makeup that brings the fashion
sensibility and pulse of New York City to the world.

Many beauty enthusiasts worldwide are well aware of the term

Maybelline. It is an iconic brand that’s available to consumers around
the country. Maybelline is a leading cosmetic company in the beauty
industry, producing some of the best makeup in the industry. Most
people think of mascara when they think of Maybelline. However,
there’s a lot about Maybelline that we don’t know.

The brand has developed a broad customer base consisting of budget-

conscious shoppers and professionals. It provides consumers with over
200 products and is considered the number one global cosmetic brand.
That’s why this article explores the history of the brand and the marketing strategies they use to create such
an impressive buzz about themselves.

40
Maybelline History: A Love Story

Before Maybelline Cosmetics came to be, there was a young woman named Maybel Williams. The story of
the Maybelline brand began in 1913 when a Chicago chemist Thomas Williams had a dilemma. He had an
older sister called Maybel, and she was in love with a man who
didn’t return the feelings.

To win his love over, Maybel turned to the cosmetics available to

her at the time, which was petroleum jelly. She used this product to
enhance her natural lashes and brows. However, Thomas Williams
had a better idea of increasing her allure.

He suggested adding carbon dust to petroleum jelly to dramatically

darken her lashes and eyebrows. Luckily for Maybel, the product
worked, and she was able to win over her man within two years.
Although Thomas Williams came up with a mascara-like product in
one trial, he had to partner with a pharmaceutical company called
Parke, Davis & Co to achieve his goal.

The first product they created together was called Lash-Brow-Ine

before becoming Maybelline. Afterward, Thomas started the
company and named it after his sister and her favorite beauty aid,
Vaseline.

Thomas secured an office near his Chicago home in little time and called it Maybell Laboratories. He
marketed the new product in the newspaper and only sold it through mail order. After this mascara-like
product, the company came up with the Maybelline Cake Mascara.

This product was the first modern eye cosmetics made for use every day. Like the Lash-Brow-Ine, it was
only available to purchase through mail order. However, it became so popular that many women started
inquiring about the product in drugstores.

41
Maybelline Company, est. 1915
A promotional blitz that could have served as the long overdue “coming out” party for Maybelline’s
pioneering but little-known founder, Thomas Lyle Williams (1896-1976), was instead reduced to a few
vague bits of corporate trivia.

“Did you know Maybel [sic] was a real person?” a writer

for Fashion Week Daily reported after attending a supermodel-
laden centenary gala in NYC that spring. At the same event,
Maybelline’s head of marketing, Anne Marie Nelson-Bogle,
regaled the audience with a three-sentence version of the
corporate origin story: “Mabel was preparing dinner and had an
unfortunate cooking mishap,” she said. “She singed her brows
and eyelashes! So she mixed up a little coal dust and Vaseline
and applied it to her lashes and brows and the first-ever mascara
and brow enhancer was born.”

Mabel was, indeed, a real person—a working class Chicago girl

a few years shy of women’s suffrage. And while she may or
may not have actually needed the motivation of a cooking
accident to start painting her face, her experiments with make-
up—inside a small family home in 1915—would inspire her 19
year-old brother, Tom Lyle Williams, to build a cosmetics
empire ....... in Chicago.

[A 1945 Maybelline ad, featuring actress Lois Collier, promoting the same small box of mascara from our
museum collection. While Maybelline sold its mascara in metal vanities as early as the 1930s, our cardboard
alternative was likely a product of rationing during WWII.]

42
History of Maybelline, Part I: Kid Mogul

“Beautiful eyelashes and eyebrows make beautiful eyes; beautiful eyes make a beautiful face.” —
advertisement for Tom Lyle Williams’ first product, Lash-Brow-Ine, c. 1918

The quote above, while not exactly poetic or electrifying ad copy, was actually a somewhat revolutionary
sales pitch for its day. Eyes, of course, had been the universally agreed-upon centerpieces of aesthetic beauty
for eons, but in Maybelline’s worldview, the natural shape of your eyes or the color of your iris was all quite
secondary to the window dressing around them. Good make-up, Tom Lyle Williams argued, was as good as
“being born with it,” as the slogan would go many decades later.

[Left: Mabel Williams, the girl who started it all. Center and Right: Early advertisements for Tom Lyle
Williams’ first mail order product, Lash-Brow-Ine, which he sold under the banner of “Maybell
Laboratories,” a play on his sister’s name]

43
TOM LYLE : There have been a few different tellings over the years as to how a teenage Tom Lyle
became immersed in the world of women’s make-up. Like the vast majority of gay men during his era, he
lived a closeted life [Williams was married to a woman and had a child by the age of 16, before beginning
what would be a life-long relationship with a man named Emery Shaver in the 1920s], so the fact that he
enjoyed applying make-up to his own face—in the style of silent film stars—wasn’t exactly promoted as part
of the corporate narrative. All versions of the story, though, do feature Tom getting a crash course in DIY
cosmetics from his aforementioned sister Mabel—watching her apply her Vaseline / coal dust / ash
concoction to her brows and eyelashes to “help them grow.”

Presuming that plenty of other girls must be doing something similar in front of their vanity mirrors, Tom
Lyle [pictured] found himself a chemistry set and tried adapting his
sister’s formula into a more stable brand of commercial cosmetic. We
could say that he “invented” modern mascara right there, but it took a
while, along with some significant help from the labs of Parke, Davis &
Co., an established pharmaceutical maker. Eventually, the result
was Lash-Brow-Ine, a product name that intentionally played on the
popularity of the Vaseline brand, much as Maybelline would a few years
later.

Tom Lyle established a small office for his new venture, “Maybell
Laboratories,” at 4008 Indiana Avenue, near the Williams home at 4053
S. Prairie Avenue in Bronzeville. From there, he promoted Lash-Brow-
Ine as an exclusive mail-order product, relying on a tiny ad budget to
grab space in newspapers. He had a bigger obstacle than cash in the early
going, however. You see, back in the 1910s, there were really only two
kinds of women that society generally associated with eyelash
enhancement.

“That was left to the theater and the women outside the pale of good society,” Williams delicately specified
during a rare interview in 1934. “Up to comparatively recent times very few women used rouges, lipsticks,
eye beautifiers and other quite obvious improvers of facial appearance. Here the real job began, because my
capital was very small, and while my product was good, I was faced with the job of selling women on the
idea that it was perfectly moral to use eye beautifiers.

“My job was to make women more conscious of their eyes and the possibilities of making them more
alluring; to break down prejudice, and of course, to sell my product.”

[Silent film star Gloria Swanson was one of several actresses to appear in Lash-Brow-Ine advertisements,
connecting the product to the glamour of the cinema]

44
The easiest avenue for making that sale, and the one that had likely inspired Mabel Williams in the first
place, was the wonderful new world of moving pictures, where eyelash definition was an essential for every
young star (male or female) of the silver screen. As such, Tom Williams was eventually able to recruit up-
and-coming film actresses like Ethel Clayton, Viola Dana, and Gloria Swanson to appear in his ads, which
were becoming ubiquitous in movie industry magazines.

“You too can have luxuriant eyebrows and long sweeping lashes by applying Lash-Brow-Ine nightly,” read a
1915 ad in Motion Picture Classic. “Thousands of society women and actresses have used this harmless and
guaranteed preparation to add charm to their eyes and beauty to the face.”

Maybelline’s modern celebrity-centric marketing strategy clearly dates back to its inception, and it’s in that
department where Tom Lyle Williams’ talents were best on display—first as an ambitious teenager, and later
as the president and pilot of the Maybelline brand for the entirety of its 50 years in Chicago.

45
II. All in the Family

Fortunately, there is at least one in-depth resource out there covering the tale of Tom Lyle and the entire
Williams clan of Chicago. Written by Tom’s own great-niece, Sharrie Williams (with Bettie Youngs), The
Maybelline Story and the Spirited Family Dynasty Behind It was published in 2010. The book is far more
than a simple company history, as Sharrie’s account of the family-owned business—particularly its half
century of independence in Chicago—reads more like a Hollywood noir or a romance novel; rife with
intrigue, in-fighting, dashing gents and fast-talking dames.

The author, Ms. Williams, was kind enough to share her insights with the Made-In-Chicago Museum, and
we started by asking her about the role of Chicago itself as a character in this colorful drama.

“Maybelline would never have exploded as it did if Tom Lyle were in another city,” she says. “After World
War I, women got the vote, motion pictures were the rage, and the Jazz Age began. All of this excitement
was centered in the heart of Chicago.”

Sharrie also notes that Chicago’s reputation as the heartbeat of American industry was the thing that had
landed Tom Lyle there in the first place.

“Tom left the family farm in Morganfield, Kentucky, and relocated to Chicago because there was
opportunity,” she says, “industry, brilliant minds, exciting people, and jobs to be had.”

Eager as Tom was to claim his own piece of that pie, however, he still relied heavily on his family to get
Maybell Labs off the ground, and that dynamic would carry forward for many years to come.

“The Williams were a tight knit clan,” Sharrie says, speaking from personal experience. “Family loyalty was
what Tom Lyle stood for.”

46
[The Williams family in 1916, from left: Tom’s brother Preston, sister Eva, Tom himself, the marvelous Ms.

Mabel, brother Noel, and parents Susan and Thomas J. Williams]

During the Chicago era, which stretched all the way into the late 1960s, Tom Lyle would keep Maybelline a
family-owned business, operating for decades out of a central office in the Edgewater neighborhood—
briefly at 4750 N. Sheridan, then the permanent location at 5900 N. Ridge Avenue.

He worked at different points over the years with his siblings Noel, Preston, Mabel and Eva, along with his
sisters’ husbands (the similarly named Chester Hewes and Ches Haines) and eventually his own son Tom
Lyle Williams Jr., who was born back in Kentucky before Tom Sr. had figured some things out.
Maybelline’s advertising man, incidentally, was Emery Shaver, Tom’s life partner. The company’s other
marketing guru, Rags Ragland (hired in 1933), was the only non-family member to become an executive.

47
[Tom Lyle Williams with his partner of 50 years, Emery Shaver]

“During the 1920s, in Chicago, Tom Lyle and Emery blended into the Chicago culture,” Sharrie Williams
explains. “It was a flamboyant time for young people—music, theater, movie palaces, parties, and private
clubs. They didn’t stand out driving Tom Lyle’s custom-made Packards, wearing full length llama skin
coats, and enhancing their features with a little Maybelline eyebrow pencil and a touch of mascara on their
lashes. However, once the Great Depression hit during the 1930s, they began to stand out. They blended in
far better in Hollywood. So Tom Lyle bought Rudolph Valentino’s home in the Hollywood Hills, where they
cloistered themselves behind the gates to protect the Maybelline name and the family from unwanted
scrutiny.”

“Gays in the 1930s were not allowed to have any influence on women,” Sharrie adds, noting that the
government had actual programs in place to crackdown on homosexual elements in the cosmetics industry.
“It was a witch burning. The Government tried to break up the Maybelline Company by calling it a
monopoly. Tom Lyle never was allowed to use his face on his products, like Max Factor or Charles Revson.
Instead, he used the biggest Stars in Hollywood to represent Maybelline. Tom Lyle never let anything stop
him and he never gave up believing in himself and his company. A positive thinker, he would say. ‘It’s easy
to be happy when things are going your way, the true test of character is staying positive during the hard
times.’”

48
Persisting through the Depression and World War II, Maybelline
was the international name in brow and lash cosmetics, fending off dozens of imitators. Tom Lyle Williams,
now in semi-retirement, was spending the majority of his time in L.A. by the 1950s. Nonetheless, the
company headquarters remained in Chicago at 5900 N. Ridge Ave., where constant expansion increased the
workforce from just 30 in 1953 to likely at least twice that figure by the 1960s.

All these decades later, that building still has the familiar Maybelline “M” carved above the doorway; well
preserved, but almost entirely unnoticed by the average passerby. It’s understandable, I suppose. In most
other respects, the old complex is a pretty nondescript three-story affair—but its inner workings back in the
’50s and ’60s are still quite vivid to Sharrie Williams, who used to visit the family business in her youth.

“It was a handsome building, but nothing unusual,” she says. “Entering at the company entrance at 5900
North Ridge Avenue, there was a main-floor foyer with a terrazzo floor and paneled walls. A semi-circular
stair with curved brass rail rose out of sight to a second-floor office and reception area. Behind the
receptionist window was a general office area where about a dozen people worked. Opposite the receptionist
was a door leading to a group of four executive offices.

“Back to the lower-level foyer, another door led to the main-floor operating areas. First, the Traffic and
Shipping Departments were in adjoining spaces, convenient to a “dumb-waiter” device that dropped orders
from the general office above to the lower area. Further into the plant, the ‘Assembly Room’ came along,
where maybe 50 ladies at individual work desks assembled thousands of packages of Maybelline products
by hand daily. The room was set up with a supervisor’s desk in front, with assemblers in rows across the
room, similar to a school classroom or study hall. Hazel Peterson, the supervisor, stopped any chit-chat if it
got anywhere near disruptive.”

48
[Maybelline’s former Ridge Avenue offices, circa 1932 (above) and 2017 (below)]

49
Sharrie also remembers just one docking station for all shipping and receiving by truck, and one
freight elevator, which led to a warehouse and storage area.

“And that was the Maybelline footprint,” she says, “part of three levels of the building. Also, there was a line
of active retail store space along the Clark Street frontage. A Rexall drug store occupied the point of the
building, wrapping around to the Ridge Avenue frontage. Also, in no order, there was a barber shop, a short-
order restaurant, an ice cream store, a hardware store, and finally a currency exchange.

“Elsewhere, there were several dozen apartments on the upper two floors of the building. Many of the
residents were also Maybelline employees, so they only had to go downstairs to go to work!”

Even for the employees who didn’t enjoy that level of convenience, Maybelline seemed to provide a positive
and supportive working environment. Dale N. Meyer, who worked for the company in the 1950s along with
his mother and future mother-in-law, shared these memories with the Made In Chicago Museum:

“I started in the stockroom after high school. There were only three of us in that area. Everyone who worked
there loved the company because Tom, Ches, Rags and everyone in management were fantastic. I left after
one year to go into the Navy but came back two years later for a short time. When the company was sold,
they gave all the workers, including my mother, who had left one year prior, a generous amount for every
year they had worked for the company. Can’t say enough about that family!”

Maybelline was still based in Edgewater as late as the mid 1960s, and was still doing well financially. But
the death of Tom Lyle’s partner Emery Shaver in 1964 set the wheels in motion for a bittersweet farewell.

50
IV. Broken Promises
“Tom Lyle [pictured] was now 70, and was not well,” says Sharrie Williams. “The loss of his partner was
devastating. He began looking for a buyer.”

In 1967, Plough Inc. dropped a $136 million bid in cash and stock (about a billion dollars in today’s money),
and just like that, the Williams family surrendered its control of the company they’d built.

“Tom Lyle had incorporated Maybelline in 1954,” Sharrie says, “but the stock was only divided among the
family and the employees who had been loyal to Maybelline since the beginning. Even the stock boy
received one million dollars. A large portion was given to The Goodwill and CARE.”

Initially, any glum feelings around Maybelline’s sale were eased by promises from Abe Plough that the
company would remain in Chicago. It was only when that promise went swiftly out the window that the
elderly Tom Lyle came to regret things.

“You can take the company out of Chicago, but you can’t take Chicago out of its roots,” Sharrie Williams
says. “You can’t take the history out of the name.”

51
52
 MARKET GROWTH RATE OF MAYBELLINE

Mass cosmetics sales on Amazon hit $140

million, Maybelline proves most popular
brand
Mass cosmetics sales on Amazon have reached an estimated $140 million in 2018, a 20 percent increase
compared to the previous year, according to new data from Edge by Ascential. Maybelline has earned the
title of top-selling cosmetics brand on the platform for the second year in a row,

Edge's Market Share solution saw Maybelline take an 11 percent market share for the period, with L'Oréal in
second place with nine percent, Neutrogena at seven percent, Wunderbrow at five percent, and Covergirl at
three percent.

53
According to Edge, Neutrogena has made major progress this year, thanks to a shift in cosmetic consumer
interest toward products that take makeup off. Data shows that year-over-year sales for makeup removers on
Amazon nearly tripled to an estimated $17 million year to date, with Neutrogena's makeup removing products
becoming a hot item for Amazon shoppers. As a result, the brand's sales shot up by more than 50 percent,
pushing the company from twelfth place in 2017 to third this year.

While not making a top five spot, NYX also performed well this year, increasing sales by 11 percent and
moving from tenth place to a sixth place spot for 2018.

In contrast, Burt's Bees sank from being the fifth top-selling brand with 4 percent share in 2017 to seventh
place, after an 18 percent decrease in estimated year-over-year sales.

In addition to makeup removers, eye and lip products rounded out the top three subcategories this year, with
eye makeup earning an estimated $52 million and lips achieving over $16 million in sales so far. The growth
of eye and lip subcategories served as a boost to Maybelline and L'Oréal, helping them to earn their top spots
and garner 10 and 11 percent year-over-year sales increases, respectively.

According to representatives at Edge, these numbers are just the beginning when it comes to the relationship
between the cosmetics world and the e-commerce giant.
"Amazon's share of the cosmetics market is growing rapidly, and the online retailer is quickly becoming one
of the most important retail channels for cosmetics brands," said Pete Andrews, director of insights at Edge
by Ascential, in a release. "The brand manufacturers that learn how to market on Amazon will surely have
the most to gain in the future."

54
Cosmetics see shift in market performance

For the past 52 weeks, cosmetics were a $7.1 billion industry, and the eye, facial and lip subcategories
accounted for $4.7 billion of those sales. Within the drug store channel alone, cosmetics experienced $2.7
billion in sales, and the eye, face and lip subcategories saw $1.8 billion. DSN has partnered with Competitive
Promotion Report (CPR) and IRI to create a series of exclusive reports, and this article examines the market
performance of top brands within those subcategories for the past 27 months. The top four brands overall in
the cosmetics category were L’Oréal, Maybelline, CoverGirl and Revlon.

With $759 million in sales for the drug channel, the eye category experienced the highest dollar sales in
cosmetics during the last 27 months. The top two subcategories for sales were mascara and eye liner with
$330 million and $245 million, respectively. For the mascara market, Revlon was not a significant player,
though Almay performed much better. However, eye liner saw high amounts of sales for all of the four top
brands.

55
For eye liners, the Revlon ColorStay and CoverGirl Perfect Point brands decreased the average percentage
of discount for the past year compared with the previous year, while L’Oréal Infallible and Maybelline
Unstoppable increased the average percentage of discount. CoverGirl Perfect Point Eye Liner remained the
most discounted brand of the four, and Revlon ColorStay Eye Liner had the highest share of the eye liner
market.

In the cosmetics facial category, the foundations subcategory experienced the highest dollar sales ($362
million) for the past 27 months. In this category, the retail margin percentages remained fairly constant for
the past two years, with CoverGirl TruBlend seeing the highest change with a nearly 6% increase.
Maybelline Dream Liquid consistently saw the highest retail margin percentages for both years, and L’Oréal
True Match had the highest share of the foundation market.

With $245 million, lipsticks had the highest dollar sales by far in the cosmetic lip category. Despite the fact
that Revlon’s Super Lustrous and Maybelline’s Color Sensational lipsticks had very similar retail and list
prices, Revlon maintained the highest average share of the lipstick market. Maybelline did have a high
average retail margin percentage of 45.9% for the two-year period, while Revlon saw a much lower, 35.3%,
average retail margin.

56
57
 SWOT ANALYSIS OF THE COMPANY

Strengths, weaknesses, opportunities, and threats (SWOT). The Swot analysis is a method for evaluating a
company’s competitive situation and developing strategic plans. Internal and external factors, as well as
existing and prospective prospects, are all included in a SWOT analysis. The SWOT analysis of Maybelline
is summarised below:

58
1. Strengths of Maybelline
The term Strength defines what are the bounty resources the company possesses, the benchmarking
performance of the firm, and the talented Employee skills. The Main competitive advantage the company
possesses is its existence since 1915, and the right capture of market and target audience.

• Well Known Target Audience:

They know in precise who they target and what the demand exists in the market and what is expected
to fulfill the demand so they can formulate strategies to cater to the market demand and achieve their
objectives.

• Research & Development:

Through their parent L’Oreal company -Maybelline has a strong research and development
department and resource capital. Research and Development forecast the future market demand,
changes in the market, and customer expectations.

• Social Media:

Though Maybelline was established in 1915, they stepped into social media in 2006, which shows
that they were aware of the future developments and conducted various campaigns through Youtube.

• Variety of Product:

Maybelline produces different versions of products for each country based on the characteristics and
requirements of the consumers. They have studied the market well and enjoy strong brand loyalty.

• Product category:

Maybelline has various sets of products and customers enjoy the variety of choices from its product
categories. Considering the Lipstick product category it has 4 sets, 28 color codes and the consumer
can choose their favorite shade which suits better with their outfits.

• Innovation in Product Display:

Most customers purchase products based on purchase impulse created and it is important to the
company to look upon the shop show. Thus Maybelline focuses more on Instore Ingenuity.

59
• Product Quality:

Each Maybelline product is checked for quality and consistency to maintain their topmost quality
benchmark standards.

• Celebrity Endorsements:

Maybelline focused on choosing the right people to showcase their brand to the target audience by
selecting the prettiest faces in the Cine Industry.

• Availability:

Maybelline Products are available in over 130+ countries and their brand is well-recognized by
people and it has a good reputation.

• Affiliated with Loreal:

Maybelline had affiliated themselves with the L’oreal company who was the top player in the
cosmetics industry. This association had created huge repetition and trust among the consumers.

60
2. Weakness of Maybelline
The term Weakness states what areas the company lacks in and where their performances aren’t up to the
mark. Even though the Brand is too popular the industry has high competition thus it has a low market share.

• Poor Website maintenance:

In the E-commerce booming era the website of the Maybelline looks pretty old-fashioned and it is
difficult to navigate buttons and to display images.

• Chemical Presence:

During the laboratory testing Maybelline had claimed that its products have a variety of chemicals in
them.

• Poor Product Differentiation:

Lakme has multiple choices for a single product category but the consumers aren’t given product
differentiation between one among others thus it leaves them in frustration.

• Limited Product Category:

Maybelline has stopped themselves with cosmetic products alone. They could have expanded their
product lines to bath and shower-based products which could have generated more revenue than their
competitors.

• People who have sensitive skin can get allergic infections due to the use of cosmetic products.

61
3. Opportunities of Maybelline
The term Opportunities states what are the available ways that the firm can utilize and convert them into
strengths.

• Change in buying Behavior:

People across the globe don’t feel shy or awkward to wear makeup in public and they are open to the
trends to such usage. Women are highly literate and they are aware of the trends which is the biggest
advantage to the cosmetic industry.

• The Gap in the Market:

Companies should fill the gap in the market that cosmetic products are meant for only Females. They
can change the trend because Cosmetic products are wanted by the people and they aren’t gender-
biased nowadays.

• Some Niche players have identified this gap and filled this and they have been successful in it and
they generate crores as turnover.

• Momentum can be gathered by the company by promoting products by endorsing Famous Male
Personalities, Cine Industry Actors to showcase their products.

62
4. Threats of Maybelline
Threats are known as uncertain factors that could severely affect the organization. The firm must be well
prepared to face the threats and turn them into opportunities.

• Economic Crisis:

Whenever there occurs an economic crisis and pandemic situation the people involved in cosmetic
products become too low and most of them don’t even look into it at such times

• Negative Publicity:
It is showcased that most cosmetic companies show false advertising such as improvement in skin
tone. A wide range of people say that these cosmetic products are against culture, cause ill effects on
health and skin, and they aren’t natural.

• Substitutes:

Buyers are given a variety of choices to make before purchase decisions. A few companies offer
product differentiation and benefits while the rest others don’t. Thus these firms possess a
competitive advantage.

• Legal factors: Companies highly face legal issues such as false-claiming products, poor quality
products, and the court may levy high fine amounts on the company if proven. It may force
companies to follow the zero-chemical cosmetics and may ban chemicals usage on cosmetics.

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 PROFIT

What is Maybelline New York's Revenue or Profit ?

Maybelline New York revenue is $2.6B annually. After extensive research and analysis,
Zippia's data science team found the following key financial metrics.

• Maybelline New York has 4,118 employees, and the revenue per employee ratio is
$631,374.
• Maybelline New York peak revenue was $2.6B in 2021.

Total Revenue

• It includes the overall revenue of the company, considering not only the sales of
finished goods, but all of the sources of the company income.

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Operating Margin

Also known as ROS - Return on Sales, it measures the percentage of sales revenue that gets
'returned' to the company as net profits after all the related costs of the activity are deducted.
The figure is about the latest fiscal year available.

Net Profitability

It's a measure of a company's overall profitability, i.e. how much of its sales are converting to
profit. The value given is the amount of sales needed to generate one currency unit of post
tax profit. Negative values mean that the company has a negative level of post tax profit. The
figure is about the latest fiscal year available.

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Profit Ratio

It's a key measure of success. The profit ratio measures the amount of profit generated by
each single currency unit of sales. The figure is about the latest fiscal year available.

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 RESEARCH METHODOLGY

The methodology used in the study is as follow:

Sources of Data : The study is based on both primary data & secondary data. The primary data has been
Sources
collectedofby
Data : The
using study is based
a questionnaire onthe
and secondary
secondarydata. The
data hassecondary data has
been collected been
from collected
books, from books,
magazines and the
magazines and the internet. Sample selected for the study: A total of 100 respondents from Coimbatore
internet. Sample selected for the study: A total of 100 respondents from Coimbatore city were selected for city
were selected for the study. Convenience sampling method has been followed for collecting the response
the study.
from Convenience sampling method has been followed for collecting the response from the
the respondents.
respondents.

Area of the study : The study area is limited to Coimbatore city, Tamil Nadu. It is identified as one of the
fast developing city in India with high per capita income.

Tools for analysis :- The statistical tool used for the purpose of the analysis of this study is simple percentage
technique and ranking techniques. After the collection of data through the questionnaire, editing was done
carefully. Based on the responses of the samples, tables were prepared. The data collected were analyzed and
interpreted with the help of tables & figures. Analysis and Interpretation: Factor Ranking Method: Under
this method respondents were asked to assign the rank to the factors. The preference is taken as total score
assigned to a factor. The factor scoring the least value is the most important rank & was determined with
ascending order.

Secondary Objectives:-
1. To find out market comparison of all the available maybelline products.
2. To identify Brand availability in the market.
3. To analyze different marketing strategies of maybelline.

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 DATA ANALYSIS

From all the above data we analyse that modern market is highly competitive in nature but
the company Maybelline has uphold its root in this market. The consumer is the king in the
market. The importance gained by the individual consumer in the present market compel the
marketers to look the buying habits, preferences, taste, like and dislikes of consumers and
accordingly they need to revise its policies and marketing mix.

While purchase of cosmetic product, the consumers are found more quality conscious
preferred to purchase ayurvedic products, they wait for the brand during non- availability,
become emerging as important source of information and inspite of impact of other factors,
the actual brand decision is taken by themselves.

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 FINDING

1) It has been observed that even though the cosmetic market is dominated by female consumers, male
consumers are coming at par with them.

2) The working respondents were found more conscious of their appearance and ready to buy high priced
products as compare to housewives & students.

3) Majority of the respondents preferred to purchase products from the shop that provide quality products
with variety at reasonable price.

4) Majority of the respondents preferred to purchase cosmetic products from permanent stores, private
bazaars & medical shops as they feel it is easily available and products are of good quality.

5) Quality was found as a most important factor for purchase of cosmetics by the respondents than price.

6) Most of the respondents are interested to recommend the product of others.

7) Television has found more impact on consumer and widely used for receiving information about the
product. The use of internet by students and highly education consumers are also emerging as important
factor.

8) It has been observed that in purchase decision, inspite of the impact of friends, family members,
beauticians and others, the actual decision to buy was taken by the respondents on their own.

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 RECOMMENDATION

1. A company should market exclusive cosmetic products for consmer.

A company should market exclusive cosmetic products for male consumers. A marketer
2. A marketer
should built up ashould
promptbuild up a prompt
distribution distribution
channel to avoid channel to avoid
the problem the–problem
of non of of
availability
non-availability of product.
products. A proper communication should be created with doctor’s, beauticians and should
be3.involved
A properincommunication
advertisement to makebe
should them morewith
created attractive, affective and and
doctors,beauticians reliable. Marketer
should be
shouldinvolved in advertisement to make them more attractive, effective and reliable. as the
include your attitude and personal appeal in their advertising communication
consumer buy cosmetic products on their own.
4. Marketers should include your attitude and personal appeal in their advertising
communication and the consumer buy cosmetic products on their own.

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 CONCLUSION

Maybelline has built up the highest rate of consumer-friendly relationship with their reliable
cosmetic products. It has created a unique marketing strategy that has enabled them to come out
above the competition by providing its customers with new and innovative products that also kept
their customers interested.

With proper pricing strategy and marketing tactics in place, Maybelline has placed itself very well in
the crowded industry.

We can conclude that Maybelline is one of the top cosmetic companies. The corporation had a
revenue of 26 billion euros and is expected to increase at a rate of 4.7 percent each year. The
company distributes its items at retail stores and shopping malls all around the world. They sell on
their website as well and have partnerships with major online merchants. SWOT analysis of
Maybelline will help to view the firm at either the best or the worst side.

This allows the company to look into where they perform well and where they lack it. Thus
Maybelline should look ahead to change the weakness to strengths and turn opportunities into
benefits where it is highly critical in the highly volatile market. Thus this analysis will provide a
framework for the company to formulate strategies and develop future insights.

L’Oreal/Maybelline’s print advertisements and TV commercials are successful, because they help the
company open the door of the big Chinese and American make-up market and earn a great amount of
profit. More importantly, the print advertisements and commercials designed for the market enabled
the customers to accept this foreign brand.

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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.

As to conclude all of this we can know that Maybelline New York now is a worldcosmetic product and their
target to make sure young ladies out there who emphasizebeauty as their priority has been archive. Beside
that, Maybelline New York managed to produced cosmetic product that allladies out there all over the world
can have it. This is because even thoughtMaybelline product in shopping product and the price is quite high
but they still givetheir consumer most reasonable and affordable price.

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 REFERENCES

Many references sites and books were used during the making of this project.
Some of the sites are mentioned below:

1. A1-Ashban and Burney, (2001),’ Key antecedents to cosmetics use among women in
Saudi Arabia: Empirical evidence from Saudi Arabia.JISSM, 9, 3-20.
2. Hamza Salim Khraim,( 2011), ‘The Influence of Brand Loyalty on Cosmetics Buying
Behavior of UAE Female Consumers’, International Journal of Marketing Studies,Vol.
3, No. 2; pp.123-133.
3. Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson International
Edition. 13th Edition. Pearson Education Inc. Upper-saddle River.
4. https://iide.co/case-studies/marketing-strategy-of-maybelline/
5. https://drugstorenews.com/beauty/cosmetics-see-shift-market-performance/
6. https://www.mbaskool.com/marketing-mix/products/17539-maybelline.html
7. https://www.moneycontrol.com/financials/paramountcosmetics/ratiosVI/PC15
8. https://pipecandy.com/companies/maybelline
9. https://www.madeinchicagomuseum.com/single-post/maybelline-co/
10.https://blucactus.blue/maybellines-marketing-strategy/

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