A recent ShareIQ analysis found that among cosmetics companies, Maybelline has so far this year demonstrated the highest level of brand loyalty across visual social media platforms. It currently has four times as many Instagram followers (over 10 million) as its main rival, Revlon. Maybelline currently has more than 100,000 followers, while businesses like Estee Lauder and CoverGirl trail with a combined total of 60,000 followers.
So what marketing strategy supports Maybelline’s success? The marketing tactics Maybelline has employed over the years are discussed in this Marketing Mind post, along with the lessons you can take away from them.
The international operations of the American cosmetics company Maybelline. This comes from the French cosmetics manufacturer L’Oréal. The Maybelline company was established in 1915 by a young entrepreneur. He was inspired by his sister Mabel, who creatively made up using common items. She would apply a mixture of Vaseline and finely ground coal dust to her eyelashes to make them appear darker and more defined.
With the aid of a little bit of chemistry, Thomas developed Lash-in-Brow-Line, his first product. He later changed the spelling to Maybelline to honour his sister. Before starting his company, Maybelline, he next invented one cosmetic product after another.
In 1967, Plough Inc. of Tennessee purchased this company. The entire company moved to Memphis following the transaction. This company has been sold to the investment company Wasserstein Perella & Co. in 1990. In 1996, L’Oreal acquired this company, and it was once more relocated to New York City. In 2000, the company moved its factory from Connecticut to Brooklyn.
What kind of marketing plan does Maybelline employ?
The marketing strategy for Maybelline analyzes the brand using the marketing mix framework, which includes the 4Ps (Product, Price, Place, and Promotion). There are many different marketing strategies, including product innovation, planning for promotions, and price strategy. These marketing strategies, which are based on Maybelline’s marketing mix, contribute to the commercial success of the brand.
The positioning of the brand/competitive company in the market and the accomplishment of its corporate goals & objectives are helped by the Maybelline marketing strategy.
Let’s start by analyzing Maybelline’s pricing, distribution, promotion, and product strategies.
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