Maybelline new york cosmetics

this is our final project in international marketing courses !!

1. International Marketing Final Report
- Maybelline New York
Professor:Professor:
Shuling LiaoShuling Liao
Students:Students:
932930 Anthony932930 Anthony
967301 Claire967301 Claire
967305 Crystal967305 Crystal
967311 Joyce967311 Joyce

2. 2
Introduction
Background review
Brand performance
Market analysis and competitor analysis
Industry trend and global opportunity
hunting
International/Global Marketing strategies
recommendation
Reference source

3. 3
L’Oréal Overview
€15.8 billion sales in 2006
27 global brands until 2006
60,851 employees in 58 countries
40 factories around the world

4. 4
L’Oréal’s acquisitions since 1996
L’Oréal Overview

5. 5
L’Oréal Overview
New brand acquired by L’Oréal

6. 6
L’Oréal Overview
Garnier
L’Oréal Paris
Le Club des Créateurs
Maybelline NY
Softsheen.Carson
High technology products
Mass-market retailing channels
Consumer
Products
L’Oréal Professionnel
Kérastase
Redken
Matrix
Mizani
A wide range of innovative
products
Hair salons
Professional
Products
•Five Dimensions:

7. 7
L’Oréal Overview
Lancême
Helena Rubinstein
Shu Uemura
Giorgio Armani
Ralph Lauren
Yue-Sai
Prestigious brands offer
premium service
Department stores, specialty
stores and travel retail outlets
Luxury
Products
Vichy
La Roche-Posay
Innéov
SkinCeuticals
Sanoflore
Dermo-cosmetic products sold by
pharmacists and dermatologists
Pharmacies and specialist
retailers
Active
Cosmetics
Biotherm
Kiehl’s
Cacharel
Viktor & Rolf
Diesel
•Five Dimensions:

8. 8
L’Oréal Overview

9. 9
L’Oréal Overview
L’Oréal’s EPS compares with competitors

10. 10
L’Oréal Overview
The growth of L’Oréal’s EPS

11. 11
Maybelline Overview
1967
Plough Inc. acquires
Maybelline
1971
Great Lash was born,
with its candy pink and
acid green tube
1915
Maybelline Company
was created as a family-
owned business
1913
T.L. Williams invented
Maybelline Mascara
(Vaseline jelly + coal dust )

12. 12
1990
Maybelline acquired by
the investor group
Wasserstein Perella & Co
Maybelline Overview
1996
L’Oréal USA, Inc.
acquires Maybelline
2000
Maybelline becomes the
number one cosmetic
brand in the USA 2002
Maybelline becomes the
number one cosmetic
brand in the world

13. 13
Maybelline Overview
2004
Maybelline officially
becomes Maybelline
New York
Today
•Maybelline New York is
the number one cosmetic
brand globally across 90
countries
•Products can be found in
major mass-market
retailer including
drugstores, discount
stores, supermarkets and
cosmetics specialty
stores

14. 14
Brand performance under L’Oréal

15. 15
Brand performance under L’Oréal

16. 16
Brand performance under L’Oréal

17. 17
Brand performance under L’Oréal
Professional
Products

18. 18
Brand performance under L’Oréal
Luxury Products

19. 19
Brand performance under L’Oréal
Active Products

20. 20
Brand performance under L’Oréal
Consumer Products

21. 21
Product performance under
Maybelline
Milestone
Great Lash Mascara
The #1 selling mascara in
the U.S.
Great Lash has always stood
out for its radically different
packaging
This unique color palette is
now instantly recognizable
and has come to symbolize
a true cultural icon
In fact, one of the now
famous pink and green
tubes is sold every 1.9
seconds in the U.S.

22. 22
Product performance under
Maybelline
Milestone
XXL mascara
Make eye lashes 40 percent
longer and thicker
The mascara is formulated
from microfiber, vitamin B5
and extract of cornflower
The product can be used for
up to eight hours, does not
smudge or flake

23. 23
Product performance under
Maybelline
Milestone
Latest Water shine lipstick
Full of moisture
Glazed Red Apple and Rose.
Scarlet and coral
Natural range of colors to
complement their beauty

24. 24
Product performance under
Maybelline
Milestone
Dream Mousse foundation
Foundation with a powder
finish
Good coverage with skin-
brightening effects
It create a variety of
aesthetic illusions

25. 25
15.9 million
Lips makeup
13 million
Face makeup
50.2 million
Eye makeup
Product performance under
Maybelline
50.2 millionEye makeup
15.9 millionLips makeup
13.0 millionFace makeup
Sales VolumeProduct Category
Source: 2007 Factiva, Inc.

26. 26
S.T.P Analysis of Maybelline
Segmentation
Youngster: 16-25
Office Lady: 26-35
Career Women: 35 above

27. 27
S.T.P Analysis of Maybelline
Target Market :
Maybelline’s core target audience of 16- to 25-
year-old women

28. 28
S.T.P Analysis of Maybelline
Positioning
(Mass Market)
High
Price
Inexpensive
Price
Mature
Young
stila •
• Maybelline
Revlon •
L’Oréal Paris •
• Covergirl
• ALMAY
• Avon
• Integrate
• Majolica Majoroka
• Avon
• Avon

29. 29
Marketing Mix of Maybelline
Eye Makeup Lips Makeup
Four Product Categories:

30. 30
Marketing Mix of Maybelline
Face Makeup Nail Makeup
Four Product Categories:

31. 31
Marketing Mix of Maybelline
Product –
Foreign Consumer Culture Positioning
(FCCP)
Symbolic New York City imagery that women
everywhere can relate to

32. 32
Nail Makeup



Lips Makeup
Eye Makeup Face Makeup
$3.99~9.99
PRICE
Marketing Mix of Maybelline
$3.99~14.99
$6.99~24.50
$3.99~8.50
Source: Amazon. COM & eBay. COM

33. 33
Marketing Mix of Maybelline
Distribution:
Build up outlet near or at college
campus
mass market
Retailing channels

34. 34
Marketing Mix of Maybelline
Promotion1:
Special promotional events
Coupons
Sweepstakes

35. 35
Marketing Mix of Maybelline
Promotion2:
Online advertising
Glamourmagazine.com
Getlippy.com
Msn.co.uk
MySpace profile

36. 36
Marketing Mix of Maybelline
Promotion3:
Co – Marketing :
Apple
MTV

37. 37
Marketing Mix of Maybelline
Promotion4:
Co – Marketing :
Sponsor for Fashion show
Wedding Essentials Magazine

38. 38
Marketing Mix of Maybelline
Promotion4:
Advertising

39. 39
Marketing Mix of Maybelline
Promotion4:
Advertising
Fashion Icon as
Spokespersons
Olympic gold medalists

40. 40
Marketing Mix of Maybelline
Promotion5:
Slogan & Jingle
Eyes that glow with enchantment
Lipstick: The sidewalk is your
catwalk
Maybe she’s born with it. Maybe
it’s Maybelline

41. 41
Marketing Mix of Maybelline
Promotion6:
Free makeup consulting

42. 42
Marketing Mix of Maybelline
Promotion7:
Upgrading the brand image
Redesign of product Packaging:

43. 43
Marketing Mix of Maybelline
Promotion7:
Upgrading the brand image
social service
Provide scholarship

44. 44
Marketing Mix of Maybelline
Promotion7:
Holding contest and providing
scholarship

45. 45
Marketing Mix of Maybelline
Source: 2006 Annual Report L’Oréal

46. 46
Enhancing the capacity of
Maybelline--- Problem shooting
Enhancement of the product mix -
New product formulations to keep up with technological advances
and changing consumer preferences.

47. 47
Enhancing the marketing Mix of
Maybelline--- Problem shooting
The use of innovation at the heart of value
creation

48. 48
Enhancing the marketing Mix of
Maybelline--- Problem shooting
Constantly improving industrial productivity

49. 49
Enhancing the marketing Mix of
Maybelline--- Problem shooting
The reorganization of the supply chain

50. 50
Enhancing the marketing Mix of
Maybelline--- Problem shooting
reduction of administrative and commercial costs

51. 51
Market analysis
Strong growth in the cosmetics market

52. 52
Market analysis
Global cosmetic share

53. 53
Market analysis
Definition of cosmetics industry
The U.S. FDA defines cosmetics as:
"intended to be applied to the human body for
cleansing, beautifying, promoting attractiveness,
or altering the appearance without affecting the
body's structure or functions.“
The FDA specifically excludes soap from this
particular category.

54. 54
Market analysis
Gucci
Rochas
Escada
Puma
Anna Sui
Ghost
Yardley
Bogner
Tosca
Max Mara
Mexx
Max Factor
Old Spice
Secret
Lacoste
Vidal Sassoon
Aussie
Infusium 23
Noxzema
Laura Biagotti
Koleston
Wellaflex
Shockwaves
Hugo Boss
Pantene
Olay
Head &
Shoulders
Clairol
Herbal
Essences
Nice’n
Easy
Natural
Instincts
Cover Girl
SK-II
Rejoice
PROCTER & GAMBLE

55. 55
Market analysis
Galderma
Innéov
Laroche-Posay
La Roche-Posay
Active
Vichy
Giorgio Armani
Ralph Lauren
Fragrances
Shu Uemura
Oicasso
Paloma
Parfums Guy
Luxury
Lancôme
Biotherm
Kiehl’s
Laroche
Matrix MizaniKérastase
Inné
Professional
L’Oreal Prof.
Redken
Mininurse
Yue-Sai
La Scad
Maybelline NY
SoftSheen.C
Consumer
L’Oreal Paris
Garnier
L’oréal Group

56. 56
Market analysis
Lux
Ponds
Vaseline
Suave
Timotei Finesse
Salon Selectives
Axe/Lynx
Impulse
Rexona/Sure
Degree
Dove
Sunsilk
Organics
Unilever PLC

57. 57
Market analysis
Mennen Speed Stick
Caprice
Lady Speed Stick
Afta
Palmolive
Skin
Bracer
Protex
Colgate Palmolive

58. 58
Market analysis
Aveda
Bobbi Brown
Bumble &
bumble
Donald Trump
Estée Lauder
Grassroots
Jo Malone
Kate Spade
La Mer
Michael Kors
Stila
American Beauty
Aramis
Clinique
Darphin
The Fragrance
Donna Faran
Flirt
Good Skin
MAC
Origins
Prescriptives
Rodan + Fields
Tommy Hilfiger
Estee Lauder

59. 59
Market analysis
Anew
Skin-So-Soft
Techniques Hair
Care
Avon Color
Avon Solutions
Advanced
Avon Naturals
Mark
Avon Wellness
Avon

60. 60
Market analysis
Hidrofugal
La Prairie
SBT
Juvena
Florena
Nivea,
8×4,
Atrix,
Labello
Marlies Möller
Eucerin
Beiersdorf AG

61. 61
Market analysis
Serge Lutens
Auprés
D’ici là
Ipsa
Ayura
Ettusais
Decléor
Nars
Zirh
Fitit
Kesyo-akusei
Yuxia
Za
Sea Breeze
Shisedo,
Clé de Peau
Beauté
Carita
Beauté Prestige
International
Parfums Issey
Miyake
Parfums Jean
Paul Gaultier
Oarfums Narciso
Rodriguez
Soka Mooka
FT Shiseido
Zotos
Shiseido

62. 62
Market analysis
Aveeno
RoC
Clean & Clear
Biapharm SAS
Neutrogena
pH5.5
Retin-A Renova
Ambi
Johnson & Johnson

63. 63
Market analysis
Genny Krizia
Fiorucci
Parfums
Ferrari
Morris
Sergio
Tacchini
La Perla
Henkel Lion
Corp.
Paon
Fresh Kight
Schwarzkopf &
Henkel Inc.
Dep
L.A. Looks
Citré Shine
got2b
Smooth ‘N
Shine
Schwarzkopf
Professional
Igora
Sihouette
bc Bonacure
Seah Hairspa
Osis
Indola
Schwarzkopf
& Henkel
Schwarzkopf
Brillance
Gliss Kur
Taft
Schauma
Palette
Diadermine
Fa
Henkel

64. 64
Competitors analysis
Mass-market product in America

65. 65
Competitors analysis
Mascara total dollar sales in America

66. 66
Competitors analysis
Mascara total unit sales in America

67. 67
Industry Trend
New target segment
Seniors
Men
Natural cosmetics
The rapidly-growing area
Government regulation
Global expansion
Emerging countries

68. 68
Industry Trend
Seniors’ segment

69. 69
Industry Trend
Men’s segment

70. 70
Industry Trend
Natural cosmetics
Stricter legislation in E.U., U.S. and Canada.
Phase out the use of chemicals linked to cancer,
birth defects and other health problem
Replace them with safer alternatives

71. 71
Global
Expansion
Industry Trend
Source: L’Oréal

72. 72
Industry Trend
Emerging countries

73. 73
Opportunity Hunting
Unfamiliar with local
countries
Increase marketing and
R&D expanse
Increase total sales
Growing market
Global
expansion
Increase marketing and
R&D expanse
Follow government
regulation
Increase reputation
Natural
cosmetics
It’s not popular now
Inconsistent brand image
Increase marketing and
R&D expanse
Increase total salesMen’s
segment
Increase marketing and
R&D expanse
Increase total salesSeniors’
segment
ConsProsTrend

74. 74
Opportunity Hunting
Seniors’ segment
 Focus on over 35 years old
0 16 25 35

75. 75
Opportunity Hunting
Competitor analysis: 5Ps
Instant Age Rewind® Age Defying ®Product
Over 35 years oldOver 35 years oldPositioning
Mass marketMass marketPlace
Christy TurlingtonHalle BerryPromotion
$17.40~$19.99$17.98~$27.98Price
MaybellineRevlon
Source: Amazon. COM & eBay. COM

76. 76
Opportunity Hunting
Natural cosmetics
 Maybelline is natural
 Multi- functional make-up
Global expansion
Emerging countries in Asia and Latin
America

77. 77
Global marketing strategy -
recommendation
Product
Natural Product
Relating packaging to
paper or organic
ingredient
By using non-chemical
constituent could get
through the cosmetics
legist ration.
Price
Slightly higher than mass
Natural cosmetics - Maybelline is natural

78. 78
Global marketing strategy -
recommendation
Promotion
Upgrading brand image
by against animal testing
Emphasizing on
environmental protection
Celebrity influence
Distribution
First test marketed in
Mature Market. North
America and Europe
Mass Market: drugstore,
retailing merchants, and
grocery store
Natural cosmetics - Maybelline is natural

79. 79
Global marketing strategy -
recommendation
Product
Centering on
sophisticated looking
package
Multi- functional make-up
Ultra-coverage pigment
moisturizing (Hyaluronic
Acid )
Anti – aging (Pro-Xylane
Collagen
Price
Higher price
New target segment-seniors

80. 80
Global marketing strategy -
recommendation
Promotion
Giving you younger-
looking skin instantly
Using Senior models or
celebrity as spokesperson
Distribution
First test marketed in
Mature Market, such as
North America and
Europe
Mass Market: drugstore,
retailing merchants, and
grocery store
New target segment-seniors

81. 81
Global marketing strategy -
recommendation
New target segment-seniors
New products in 2007
Instant Age Rewind® Double Face Perfector
Christy Turlington

82. 82
Global marketing strategy -
recommendation
Global expansion
Focus on emerging countries and set up
subsidiaries
China→ L’Oréal China Co. Ltd
India → L’Oréal India Private Ltd
Russia
Brazil
Mexico → L’Oréal Mexico S.A. de C.V

83. 83
Global marketing strategy -
recommendation
Global expansion
Product
Focus on whitening and anti-UV
product
Have more shades to meet
consumers’ need
Promotion
Take a famous person in host
countries as spokesperson

84. 84
Reference Source
Books
2.何琦瑜（民94）。就是要美麗：全球第一大化妝品集團L'Oréal打造魅力品
牌的故事（1版）。臺北市：天下雜誌。
Newspaper
4.Eye makeup emerges as the star performer. (2006, September 11). Chain
Drug Review, P.1
Research Report
6.Merrill Lynch, Pierce, Fenner & Smith Incorporated (2007). L’oréal (Rep. No.
10648500). United Kingdom. Unpublished.
7.ODDO Securities Corp. (2007). L’oréal. Paris, France. Unpublished.
8.Christine Bittar. (2004, June 21). Amid changing demos, a burst of skin
tones, colors. Superbrands, s34
9.Tim Little, Sanford Lewis, Pamela Lundguist (2006). Beneath the skin –
Hidden liabilities, market risk and drivers of change in the cosmetics and
personal care products industry. Virginia, U.S.: the Investor Environmental
Health Network.
10.Bear Stearns & Co. Inc. (2007). L’oréal. London, United Kingdom.
Unpublished.

85. 85
Reference Source
Internet
2.Heather Michelle. (Jul 30, 2006). Associated content. Top mascara under
10 Retrieved December 21, 2007 from the World Wide Web:
http://www.associatedcontent.com/article/46830/top_mascara_under_10.html
3.Susan Antonelli. (Oct 18, 2007). Associated Content, Inc. Mascara Review:
Millions to Chose From, Are They so Different?. Retrieved December 21,
2007, from the World Wide Web:
http://www.associatedcontent.com/article/411784/mascara_review_millions_to_chose_from.html?page=2
4.Christine Bittar. (Jan 3, 2000). CNET Networks, Inc. En La Familia - Procter
& Gamble's Cover Girl cosmetics brand targets Hispanic market - Brief
Article. Retrieved December 21, 2007, from the World Wide Web:
http://findarticles.com/p/articles/mi_m0BDW/is_1_41/ai_58586525
5.L'Oréal USA, Inc. (2007). Maybelline New York. Our History. Retrieved
December 21, 2007, from the World Wide Web:
http://www.maybelline.com/aboutus/our-history.aspx

86. 86
Reference Source
1.The History of Maybelline. (2002, July19). Nzgirl Online. Retrieved
December 21, 2007, from the World Wide Web:
http://www.nzgirl.co.nz/articles/1193
2.Maybelline New York. (2007). MAYBELLINE - HISTORY. Retrieved
December 21, 2007, from the World Wide Web:
http://www.maybelline.co.uk/about_us/l282l283.htm
3.L'Oréal USA, Inc. (2007). L’Oréal: cosmetics, beauty, perfumes. Our
Brands. Retrieved December 21, 2007, from the World Wide Web:
http://www.loreal.com/_en/_ww/index.aspx
4.Wikimedia Foundation, Inc. (2007). Cosmetics. Retrieved December 21,
2007, from the World Wide Web:
http://en.wikipedia.org/wiki/Cosmetics
5.Amazon.com, Inc. (2008). Health & Personal Care. Retrieved January
15, 2008, from the World Wide Web: http://www.amazon.com/
6.eBay Inc. (2008). Health & Personal Care. Retrieved January 15, 2008,
from the World Wide Web: http://www.ebay.com/

87. 87
Q & AQ & A