MAYBELLINE NEW YORK

Maybe she's born with it. Maybe it's Maybelline.

Profile

 Maybelline Company was created by Thomas L. Williams in U.S. at 1915.

 The brand name is combined with Thomas’s sister name ‘Mable’ and ‘Vaseline’.
 Invented the world's first mascara and water proof mascara.
 Maybelline was acquired by L’Oréal company but the first brand that enter to
Indonesia on 1979 was Lancome and enter to Taiwan in 1996.
 Market share in Taiwan (Open-self type)
1.No.1 Makeup brand (2013)
2.Cake foundation 33% NO.1 (2013)
3.BB cream 24.2% No.1 (2012)
 Services and Products
 Services in Taiwan
 Maybelline product can be find in drug store, retailers, supermarket and
online shop.
 You always have tester for each product could be used.
 If you have any problems about products, you can make phone call to
customer services center directly.
 Maybelline website in Taiwan provide detail information for their product.
 They provide the video about makeup skill on Youtube.

 Services in Indonesia
 They use the sample or tester for every product
 Maybelline website in Indonesia have a detail information even the
function about the product
 They also put some tips and trick how to use it in their website
 They also offering the service such as a phone call for the customer if they
want to ask about the product or claiming the product that they ordered
Services and Products
Product Taiwan Indonesia
BB cream v v
Powder v v
Foundation v v
Natural concealer v v
Blush v v
Base v
Mascara v v
Eyeliner v v
Brow liner v v
Eye shadow v v
Remover v v
Lip balm v v
Lip gloss v
Lip color v v
Lip care v
Nail Lacquer v
Color show eye liner v
Price

 Each product price range is between NTD.90 to NTD.480

(USD 3~16 ) & average price is around NTD 295(USD 10)
(Taiwan)

 Each product price range is between IDR 15.000 to IDR

110.000 (USD 1.25~9) & Average price is around IDR 65.000
(USD 5.5) (Indonesia)
Distribution strategy in Taiwan
 Open-self type
 You can use tester in store directly.
 Medium price
 Diverse selection
 Massive marketing advertising
 Customer experience sharing with internet community

Brand Positioning
 Brand Style
(1) New York Spirit
(2) Fashion, Sexy, Innovative, Young and Energetic
 2. Target Customer
(1)Age: 15~35
(2)Group: Student, White-color workers, Pink-Color workers
Distribution strategy in Indonesia
 Maybelline has a large distribution
 This brand can be found in anywhere (e.g. department store, SOGO, drug store,
supermarket)
 Customer can get the product easily even in the small town.
 Beside the store, the customer can buy the product online shop.

Brand Positioning
 They repositioned their target market from high-class to middle-class and teenage
girls.
 For fresher look and reaching out young consumers, Maybelline Indonesia has
young local celebrities as their brand ambassador.
 Maybelline brand aims to become the number one color cosmetic brand.
Marketing Strategy

Via Social media: Facebook,

Instagram, Twitter, blog,
Youtube, Fanpage

Below the line strategy:

Eye Speak Contest and
Free Maybelline Make-up Opening stalls at malls or
Workshop in February other strategic places,
2013. offering special prices or
discount
Thank you!