Maybelline Case Study

Introduction

 established in 1915 and headquartered in New York, is a large global cosmetics manufacturer and subsidiary of public company L'Oréal, offering accessible, high-performance makeup and cosmetics products in over 129 countries.

interdepence of Operations

Marketing identifies consumer needs, while operations develop and produce products—such as new formulas or packaging—to meet those needs and ensure supply aligns with demand. e.g. operations needing to produce lots of different shades for the fit me range

Interdependence of Finance

Marketing drives sales and profitability through brand awareness like campaigns and partnerships, while finance allocates funding to these campaigns and tracks ROI to ensure these efforts generate strong returns and overall profits.

Interdependence of HR

HR supports marketing by hiring and training skilled staff to execute campaigns, while marketing shapes the brand image that guides workplace culture and employee alignment with brand values

type of market the business operates

mass consumer market—sells product directly to customer appealing to large demographics

One factor influencing customer choice

Sociocultural factors like social class, culture and peer group all influence customer choices especially in a makeup industry.

Social Class	Affordable pricing with aspirational branding appeals to a wide range of income groups.
Culture	Changing makeup trends influence Maybelline’s product development and marketing by driving demand for natural looks, inclusive shade ranges, eco-friendly formulas, bold styles inspired by social media, and hybrid skincare-makeup products.
Peer Groups	Leverages influencers and social media to shape consumer trends and choices.

2 ways consumer law  influence a business’s marketing strategies

1. deceptive and misleading advertising

2. Australian Consumer Law

consumer law— deceptive and misleading advertising

In 2013, Maybelline was sued for deceptive advertising after using misleading 'before and after' images in their ‘New voluminous Fiber Lashes’ mascara ads that falsely showed results were achieved with false eyelashes.

consumer law— ACL

Under the ACL, Maybelline must ensure products are of acceptable quality, match descriptions, and are fit for purpose, offering refunds or replacements if they fail to meet these standards. The brand complies by promoting its 'Safety Promise' and offering money-back guarantees, which reinforce consumer trust and support legal, transparent marketing.

ONE ethical influence on marketing

products which may damage health. 

• harmful chemicals such as parabens or certain synthetic dyes may be used if not regulated or labelled these products can cause skin irritations, burns or allergic reactions

• ethical concern which arises when makeup companies use ingredients under health-related scrutiny such as Talc without marketing it as such

• Thus, with Maybelline they should use safe, non-toxic ingredients and also follow regulations and industry standards to ensure that advertising is truthful and not targeting vulnerable groups (like young girls) irresponsibly.

SWOT ANALYSIS

Strengths	Weaknesses
Global market share of 9.6% in 2023 (highest among listed competitors). Wide product range (1000+ items listed on Amazon). Strong and growing fan base, especially among the 16–35 age group	Lack of uniqueness and brand exclusivity as they appeal to a mass market Brand perceived as mass-market, not premium. Have faces occasional criticism related to product ingredients or ethical concerns (like animal testing)
Opportunities	Threats
Expanding customer demographics (men, elderly). Growing global beauty market (projected to reach $716B by 2025). Rise of e-commerce and social media marketing (TikTok, Instagram).	Intense competition from brands like Revlon, YSL, etc. Consumer preference for eco-friendly, cruelty-free brands.

Methods of market research

Maybelline gathers primary data through survey methods like online surveys and focus groups to gain direct customer feedback and test new product ideas— understand consumer preferences and test new ideas. For secondary data, they use internal data like sales reports and social media insights, along with external data from ABS, and industry reports to inform well performing products, and to understand broader markets

Marketing objectives

1. Increasing market share through expanding global reach

2. By expanding Maybelline’s product mix of sustainable packaging, the business can achieve sustainability and social responsibility initiatives

3. Maximising customer service in order to enhance customer engagement

Increasing market share through expanding global reach

1. Identifying geographic areas with lucrative growth opportunities, e.g. Asia-Pacific, Latin America, and Middle East, where beauty markets are rapidly expanding and consumer demand is growing.

2. Achieved through:

   1. Localised product offerings tailored to specific beauty needs and cultural preferences, including foundation shades that cater to diverse skin tones, and formulas suited for different climates and skin types.

   2. Multiple distribution channels, such as e-commerce platforms, brick-and-mortar stores, and international retail partners, to enhance accessibility and convenience for consumers globally.

By expanding Maybelline’s product mix of sustainable packaging, the business can achieve sustainability and social responsibility initiatives

Through recognising the importance of sustainability and increasing awareness of the importance of the environment, Maybelline can attract eco-conscious customers

1. Focus on eco-friendly packaging— according to maybelline's conscious together program, all Maybelline NY plastic packaging will be made from 100% recycled plastic by 2030 which aims to reduce environmental footprints by introducing sustainable packaging options

Maximising customer service in order to enhance customer engagement

Seeks to maximise customer service through feedback channels, training and development of staff and benchmarking against competitors in order to enhance customer engagement and loyalty. By doing this Maybelline can better understand and meet customer expectations, foster trust in the brand and encourage repeat purchases.

Primary and Secondary target markets

Primary Market: Women aged from 15-45 who are interested in affordable, trendy and accessible makeup 

Secondary Market: Older consumers of 45+, markets in non-western regions like south asia and africa, eco-conscious consumers

TWO ways the business has revised its marketing plan (how and why)

1. localisation of products and campaigns

   Maybelline revised its marketing plan by developing localised products and region-specific campaigns. For instance, in South Asia, they introduced foundation shades and skincare cosmetics suited to local skin tones and climates, partnering with celebrities like Alia Bhatt and Ningning for cultural relevance. This approach helps target emerging markets, meet diverse customer needs, boost repeat sales, and drive revenue growth.

2. Expansion of Digital and E-Commerce Channels

   Maybelline changed its marketing strategy by focusing on digital marketing, influencer collaborations, and e-platforms. The brand allocated significant resources to social media campaigns on platforms such as TikTok, Instagram, and YouTube, while enhancing accessibility through online marketplaces like Amazon. This strategy addresses shifting consumer purchase behaviors (particularly post-pandemic), aiming to increase market penetration, drive customer engagement, and maximise revenue growth.

How a business can differentiate and position its products

• Differentiate through Convenience:
  Maybelline offers easy-to-use, multi-functional products with sleek, portable packaging that fits busy lifestyles

  • E.g. All-in-one palettes with eyeshadows blush and highlighters

It is also an affordable, relatively cheap product. This positions the brand as customer-friendly and practical, appealing to consumers who want quick, cheap and effective beauty solutions.

• Customer Service:
  By providing personalised beauty advice through their 

1. virtual makeup try-on and tools like foundation shade finder

2. tutorials on their websites

3. strong pre- and after-sales support (live chat assistance and comprehensive FAQs)

Maybelline differentiates itself through excellent service. This builds trust and loyalty, positioning the brand as caring and customer-focused in a competitive market.

Pricing methods and pricing strategies

1. Pricing method: Competition-Based pricing 

2. Pricing strategy: Price Points

Cost-based pricing

Maybelline operates in a market with numerous competitors, including other drugstore brands like Revlon. To remain competitive, Maybelline uses strategies like competition-based pricing to ensure that its products are positioned at an attractive price point relative to its competitors’ products. 

This strategy allows the brand to attract cost-conscious consumers who still desire quality makeup products. Regular price comparisons across similar categories ensure they appeal to bargain-focused shoppers while preserving the perception of value.

Pricing strategy: price points

Maybelline uses price point pricing by offering products in clearly defined price ranges (e.g. lipsticks at $10, $15, or $20), making it easy for customers to choose based on their budget and helping the brand compete in both the drugstore and mass-market segments.

THREE promotional strategies used to achieve marketing objectives

1. Advertising— Localised Advertising Media and Campaigns in non-western regions like South Asia

2. Relationship Marketing through Loyalty Programs and Personalised Customer Service (Personal Selling & Relationship Marketing)

3. Publicity and Public Relations— Public Relations & Sustainability Campaigns 

Advertising— Localised Advertising Media and Campaigns in non-western regions like South Asia

To expand global reach and market penetration in emerging and established regions like Asia-Pacific, Latin America, and the Middle East, Maybelline implements localised advertising across TV, social media, and digital platforms. These campaigns highlight products tailored to regional beauty needs—such as diverse foundation shades and climate-specific formulas—enhancing brand awareness and cultural relevance, attracting more customers in key growth markets, and driving global expansion.

Relationship Marketing through Loyalty Programs and Personalised Customer Service (Personal Selling & Relationship Marketing)

To maximise customer service, engagement, and loyalty, Maybelline trains staff globally to offer expert beauty advice and after-sales support, while launching loyalty programs that reward repeat purchases and provide personalised experiences. This approach builds long-term relationships, fosters trust, encourages repeat buying, and strengthens brand loyalty worldwide.

Publicity and Public Relations— Public Relations & Sustainability Campaigns

Used to promote Maybelline’s sustainability initiatives, such as the Conscious Together program, and attract eco-conscious consumers, the brand organises PR events, partners with sustainability-focused influencers, and leverages media coverage to showcase its commitment to 100% recycled plastic packaging by 2030. This strengthens Maybelline’s reputation as a socially responsible brand, appeals to environmentally aware customers, and differentiates it in a competitive market.

Distribution channel/s and channel choice

Channels:
Producer to retailer to customer, e.g. chemist warehouse, woolworth
Producer to Customers (E-commerce M-commerce), e.g. amazon, Adore Beauty— supporting trend of innovation distribution methods offering convenient 24/7 access

Channel Choice:

Use intensive distribution to ensure its products are saturated in as many outlets as possible — from major pharmacy chains like Chemist Warehouse and Priceline to supermarkets like Coles and Woolworths online, making it easy for customers to buy their cosmetics.

How a business can use e-marketing to achieve its marketing objectives

Web pages
To increase market share by expanding global reach, Maybelline customises content on its Australian and global websites with localised shades and product bundles tailored to regional skin tones and climates. For example, Maybelline Australia offers a “Shade Finder” tool to cater to its multicultural market, enhancing market penetration through region-specific products and improved online accessibility.

Social Media Advertising
To maximise customer service and boost engagement, Maybelline leverages Instagram and TikTok for tutorials, polls, Q&As, and active feedback monitoring. For example, the viral CGI Sky High Mascara campaign—featured on London trains and buses—garnered over 46 million views and high engagement on social media, fostering two-way interactions. This innovative approach enhanced brand engagement, sparked online conversations, and strengthened customer loyalty.

Approaches to global marketing (standardised and customised)

Maybelline employs a standardized global marketing strategy by offering core products like Fit Me Foundation and Colossal Mascara consistently worldwide, using global campaigns with international celebrities such as Gigi Hadid and slogans like “Make It Happen.” This approach drives economies of scale, cost reduction, and strong brand recognition.

However, Maybelline also adopts a customized strategy in certain markets by tailoring products and marketing to local preferences. For example, it adjusts foundation shades for different skin tones and features regional ambassadors like Chinese singer Ningning. This adaptation acknowledges cultural differences and allows Maybelline to better meet specific market needs through localized product ranges and promotions.

Product features (such as total product concept, branding and packaging)

Maybelline’s total product concept blends tangible products like foundation and mascara with intangible benefits such as confidence, inclusivity, and customer support, offering features like digital shade matching. Its strong global branding, marked by the iconic slogans and diverse ambassadors, focuses on natural beauty and consistent messaging to build trust, loyalty, and reduce purchase risk. Vibrant, sleek packaging enhances brand recognition while protecting products and providing clear information, supporting both marketing efforts and consumer decision-making.