Maybelline New York Brand Analysis

Topics: Brand management, Brand, Branding Pages: 10 (3491 words) Published: October 31, 2010
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 supermarkets and chain stores, because it is a popular brand, consumers often consider the price and convenience. While Maybelline selected distribution channels, its supermarket around every corner, not only increased consumer convenience and ease of purchase Maybelline products, while at the same time make it more accessible. 2.Innovation - The innovation strengthens on three aspects, performance, quality and color variation. Maybelline looks for the best quality of its products and keeps creative on producing new products. 3.New York Style - Maybelline tries to sell the products with New York style. It means that customers using the products can feel themselves modern, fashionable, confident, sexy and youthful. III.Objectives

i.Current Eye Makeup Market
• According to Mintel/based on SymphonyIRI Group InfoScan® Reviews, the Eye makeup sales have been steadily increasing, growing by 38% since 2004 and reaching a total of $1.08 billion in 2009. Mascara sales have been driving the increases in every major company as women search for a more intense look for their lashes. A healthy increase of 38% growth since 2004 confirms that the eyes have it. Pushing the eye makeup segment to $1.08 billion in sales in 2009, women are indicating that they are focusing on their eyes, and have been consistently doing so for the past six years. Mascara sales were higher than eye shadow sales for all of the major players. In the past year, L’Oréal Paris and Maybelline together experienced an increase of $42 million in mascara sales thanks to products such as L’Oréal’s Extra Volume Collagen Mascara and Double Extend Mascara. Maybelline fared well with Volum’ Express Colossal Mascara, while its Lash Stiletto Mascara stole the show. • Mascara sales affected $31 million increases for L’Oréal Paris and an $11 million increase for Maybelline. CoverGirl experienced gains of 8.4%, while Revlon trailed behind with only a 2.2% gain for the year. According to Chain Drug Review, September...
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