Maybelline New York Brand Analysis
I. Product(s) name Short stumpy lashes are the bane of almost every Asian girl's life. They tend to point downwards and smudge your mascara, and they lack the drama of foreign women's winged wonders. Now Maybelline Long Extreme Mascara focused heavily on their lashes. The product features an elastic formula that stretches lashes, and is infused with vitamin B-5 formula that conditions and shines. The product's name can be easily recognized and understood. The name stands for the functions that the mascara can last a long day and stay curl without weighing down lashes. The secret of this mascara's spellbinding length and remarkable staying power lies in a combination of a unique new formula and an innovative dual-step application process. II. Product positioning Maybelline brands are carried by major Chinese mass-market retailer, according to the company’s website, reflecting the company’s commitment to “bringing beauty to women of all incomes and cultures.” Maybelline leveraged its relationship with L’Oréal, and capitalized on the latter’s position as a trendsetter. Maybelline, though, will still try to appeal to the mass market by offering quality cosmetics at competitive prices.
i. Maybelline's Brand Mission Maybelline's brand is to give women a unique kind of New York Style to achieve their personal best. Maybelline's mission for beauty is that firstly it believes that there is no universal standards of beauty and every woman has got her own "it" - that something that makes her beautiful, unique and special. Maybelline also celebrates her spirit of individuality, and encourage her to pursue her dreams with confidence and style. Maybelline believes that it helps women find her "it." Hence, the brand statement of "May be she's born with it, May be it's Maybelline" constitutes of three features that it aims to provide to its customers:
1. Accessible - Maybelline creates its products in a simple and authentic way. Maybelline mainly choose
i. Maybelline's Brand Mission Maybelline's brand is to give women a unique kind of New York Style to achieve their personal best. Maybelline's mission for beauty is that firstly it believes that there is no universal standards of beauty and every woman has got her own "it" - that something that makes her beautiful, unique and special. Maybelline also celebrates her spirit of individuality, and encourage her to pursue her dreams with confidence and style. Maybelline believes that it helps women find her "it." Hence, the brand statement of "May be she's born with it, May be it's Maybelline" constitutes of three features that it aims to provide to its customers:
1. Accessible - Maybelline creates its products in a simple and authentic way. Maybelline mainly choose
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