What is Maybelline’s Marketing Strategy?

Blucactus Korea - What is Maybelline's Marketing Strategy?

What is Maybelline’s Marketing Strategy? Maybelline New York, LLC, is a registered trademark of L’Oreal USA, Inc. However, it is traded as Maybelline New York. This American manufacturer is dedicated to producing cosmetic and beauty products and was founded in 1915 by Thomas Lyle Williams in Chicago. Years later, it became the property of the French company L’Oréal, and it remains so to this day.


Currently, it is a leading global brand in the cosmetic industry. Notably, this is because it offers the highest quality products, and its marketing strategy can serve as inspiration in case you have a beauty brand in Korea.


What is Maybelline’s Target Market?


Blucactus Korea - professional modelsIt can be said that the Maybelline brand is one of the most popular in the world. However, its target market is led by women between 15 and 45 years of age.


Additionally, it includes women of all backgrounds, as it is a contemporary brand. In general, 16-year-old girls start using certain makeup products, so it is a specific age group that the brand has also served.


Furthermore, its makeup products reach different groups through different marketing strategies and focus on the needs of women of different ages. Also, their strategies are based on a very effective marketing mix that you should know.


Maybelline Marketing Mix


When we talk about the marketing mix, we refer to a business model focusing on marketing a product to generate more customers and higher sales. Therefore, this market combination is carried out to meet the objectives set by the company.


In the case of Maybelline, this is how they go about a 4 Ps marketing mix:


Product Strategy


Blucactus Korea - professional modelsMaybelline’s target market has been focused on those women who are makeup lovers and prefer this brand.


Being one of the largest beauty brands in the world, it offers a wide range of products for the face, eyes, nails, and lips.


Likewise, there are many makeup and cosmetic products so that each woman can choose her favorites.


Furthermore, this cosmetics giant knows how to interact in today’s competitive market. This is why they often launch new products to gain an edge over their competition.


Promotion Strategy


Blucactus Korea - professional modelsMaybelline makes use of traditional and digital media to promote its products.


These two types of advertising combined with marketing help the company increase its brand recognition among its target market.


Moreover, some of its digital content is generated by the user on platforms such as IGTV and YouTube.


In turn, traditional advertising focuses on traditional media: broadcast media, newspapers, and magazines.


Placement Strategy


Blucactus Korea - professional modelsCurrently, Maybelline is present in 129 countries.


Likewise, it has been present in different market segments, including electronic commerce, pharmacies, specialized channels, and traditional mass commerce.


Notably, during the Covid-19 confinement, it had a 47% increase in e-commerce sales.




Price Strategy


Blucactus Korea - professional models - maybelline's marketing strategyIt is important to note that this Maybelline marketing strategy has brought much success to the company.


Not only has Maybelline brought success for its products, but also for its performance.


Its strategy is based on standardized prices for all its products with demand.


As a result, Maybelline has seen remarkable growth and has kept its roots in providing value for all its consumers, not just those who can afford its products.


These are the Maybelline Brand Ambassadors


Blucactus Korea - professional models - maybelline's marketing strategyMaybelline’s marketing strategy has also included ambassadors. This way, it markets its products globally by signing essential ambassadors and celebrities. Also, among these celebrities stand out:



The brand made an important collaboration with Gigi Hadid to create a variety of products inspired by the type of makeup used by the model. Indeed, the launch of this collection called “Maybelline x Gigi Hadid” was a real success.


Major Maybelline Marketing Campaigns


Blucactus Korea - professional models - maybelline's marketing strategyMarketing and advertising campaigns are fundamental issues for Maybelline. They work for brand revitalization and awareness building. Also, to exalt brand loyalty, let’s look at 2 of the company’s most popular marketing and advertising campaigns:


  • Fit Me As I Am


This campaign encouraged people to make a change in their lives. It had the collaboration of celebrities since they are the ones who show the trends and values ​​of what is being talked about in the world. Moreover, this campaign was carried out with stars such as Aisha Ahmed and Jonita Gandhi, who shared their story by telling what their obstacles to fame were.


  • #SoBoldSoColossal


The objective of this campaign was to publicize its new range of eye makeup. Specifically, it was the launch of “Colossal Eye Makeup.” The brand created a range of bold, waterproof shades to meet the needs of its target market.


What Do You Think of Maybelline’s Marketing Strategy?


Blucactus Korea - professional models - Maybelline's Marketing StrategyMaybelline’s marketing strategy has been very effective. Above all, its relationship rate with the consumer has been very high, which has allowed it to be one step ahead of the competition.


If you have a beauty brand and have been inspired by Maybelline’s marketing, at BluCactus, we can design the strategy you need as a business owner. Our team comprises content creators, SEO specialists, and marketing experts to increase your brand’s visibility and sales. You can contact us right now to talk about your project.


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