Customer Behavior

Subcultures
Influencing
Maybelline in
Southeast Asia
Exploring the diverse subcultures that shape
Maybelline's success in the Southeast Asian
market, from ethnic and religious affiliations to
generational and geographic factors.
Group 4 Lecturer: Mrs. Han
 Contents:
1 Meet My Team

Chapter 12: Subculture in Vietnam, Nationality and

2 Ethnicity Subcultures, Religious Affiliation Subculture

3 Chapter 13: Buying Styles

Team Introduce:

Thu Thảo Ka Thy Kim Ngân

Hoàng Đạt Bảo Ngọc Duy Anh

SUBCULTURE CONCEPT:
A subculture is a social group with its own distinct set of values,
beliefs, customs, and behaviors, differentiated from the broader
society's culture. It is formed based on factors like age,
occupation, gender, etc.
 MAYBELLINE'S GLOBAL REACH

Established in 1915 Global Presence Diverse Product Line

Maybelline is a Maybelline has a Offering a wide range of
renowned affordable presence in over makeup products, from
cosmetic brand from the 129 countries mascara and lipstick to
US, now owned by worldwide, foundation and eyeliner.
L'Oréal. including a strong
foothold in
Southeast Asia.
Maybelline's Southeast Asia Dominance
1 Market Leader
Maybelline is a 2 Popular Ethnic Groups
prominent cosmetics
In Vietnam, the
brand in Southeast 3 Affordable Quality
Kinh and Hoa ethnic
Asia, holding a Maybelline's foundations are
groups are primary
leading market share popular for their good
users of Maybelline
in several countries. quality, affordability, and
products.
diverse range of shades.
Targeting Diverse Consumers

Geographic Subcultures Generational Subcultures

Maybelline focuses on major cities Maybelline's target market is
in Southeast Asia, capitalizing on females aged 15-30, primarily
the tropical climate and high Gen Z, in Southeast Asia.
sunlight.

Gender Subcultures
Maybelline's female-focused marketing has influenced women's
purchasing decisions in the region.
 Buying Styles in Southeast Asia
Price-Sensitive
Consumers focus on product pricing
and promotions, attracted to
Maybelline's affordable "Fit Me" line.
Variety-Seeking
Consumers enjoy exploring new
products, leading Maybelline to offer
diverse foundation options.

1 3 2

Brand-Loyal

Consumers trust Maybelline's quality,

leading the brand to maintain consistency
in its "Fit Me" and "Super Stay" lines.
Information-Driven Consumers

Reviews Social Media Product Details

Consumers research Influencers and Consumers view
product reviews on beauty bloggers detailed product
different platforms impact purchasing information offered
before purchasing decisions for by Maybelline
Maybelline Maybelline across all of its
foundation. products. online platforms.
Quality Reputation Willingness to Buy Openness to Foreign Brands
Maybelline's Maybelline's Southeast Asian
American heritage affordability, consumers tend to favor
and positive product variety, foreign products and are
advertising and brand loyalty receptive to imported
reinforce its drive consumer cosmetic brands like
perceived quality purchasing in the Maybelline
in Southeast Asia. region.
Geochemical
Company renamed Maybelline
Fit Me Matte Poreless
Product Name Foundation in some countries
such as China, Japan, and Korea.
Can be changed to suit local
Packaging
tastes
Some changed to suit the needs
Ingredients and preferences of local
consumers
Formula Adjusted to suit local consumers
Price Varied depending on the market
Standardization
Maybelline Fit Me Matte Poreless
Foundation must meet international
Quality
quality standards.
Must be tested and proven to be safe
Safety
for users.
Must meet effectiveness
Efficacy requirements such as good coverage,
oil control, and not clog pores.
Must comply with the packaging
regulations of the country where the
Packaging
product is sold.
Must provide complete information
Label
about the product
 Promotions and Campaigns

Discounts Gifts Online Discount Codes

Maybelline offers Maybelline provides free Maybelline distributes
regular discounts and gifts, such as lipstick or discount codes for
promotions on its mascara, with online and in-store
foundation products. foundation purchases. foundation purchases.
Targeting Southeast Asian Consumers

1 Growing Market 2 Diverse Needs

The Southeast Asian Consumers seek foundations with
foundation market is natural, dewy, and multi-purpose
expanding rapidly due to benefits to meet their varied
rising incomes and social preferences.
media influence.
3 Loyal Customers
Maybelline's target audience of women aged 18-35 are
tech-savvy, value-conscious, and brand-loyal.
 We are group 4

Thank you!