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Maybelline

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by

Lindsey Hughes

on 20 August 2014

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Transcript of Maybelline

Individuality
My Suggestion
Brand History
Maybelline was created by 19 year old entrepreneur Tom Lyle Williams in
1915
after noticing his sister Mabel applying Vaseline and coal dust to her eyelashes to give them a darker, fuller look
He produced the world's first commercially available mascara called lash-in-brow-ine, eventually renamed Maybelline after Mabel
The brand expanded over the years as it grew to eventually become the #1 global cosmetic brand


Target Audience
Alexa is a 17 year old high school student who uses Maybelline because it's affordable and easily accessible. She has a part time job at a local restaurant, drives a Honda Civic, and enjoys going to concerts, new movies, and shopping in her time off of school and work. She listens to artists like The 1975, Lorde, and Rihanna. Alexa is fashionable and keeps up with current trends, but shops at affordable stores like H&M, Forever 21, and Target.
Takes
Trends

From the
Catwalk

to the
Sidewalk

Confidence
Creativity
Trendsetting
Brand
Attributes
16-25
Middle
Class / Average income
Trendy,
young,
fashionable

Parent Company
Market Share
L’Oréal, the world’s largest beauty products company owns more than 20 brands, including Maybelline – the No. 1 selling mass market brand in the U.S., claiming more than 22% of the North American market share

- Forbes
Annual Sales
Mega Brand or Focused Brand?
focused
Recent Publicity
Recent Marketing
#
#
Social Media
Presence
Brand Competition
Maybelline appeals to a very young target market - ages 16 to 25. Especially recently, their products have become catered towards this young demographic. I think Maybelline could and should appeal to a slightly older customer who has more money to spend by promoting their Age Rewind line more, as well as creating new products targeted towards ages 26-35. I feel like they are missing out on this market.
Full transcript