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From Print Ads to Influencers: The Evolution of Maybelline's Marketing Strategy


Maybelline is one of the world's largest cosmetic brands, which was founded in 1915 by Thomas Lyle Williams. The brand has a wide range of cosmetic products, including makeup, skincare, and fragrance. Maybelline is known for its innovative and high-quality products that cater to women's needs of all skin types and tones. In this blog, we will discuss the marketing strategy of Maybelline, which has contributed to the brand's success.


Target Audience: Maybelline has identified its target audience as women aged between 18-35 years old. The brand targets women who are fashion-conscious, love experimenting with new trends and are tech-savvy. Maybelline understands that millennials and Gen Z are the most important consumer segments, who are looking for products that are affordable, high-quality, and socially responsible.


Social Media:

Maybelline has a strong social media presence on all major platforms, including Instagram, Facebook, Twitter, and YouTube. The brand's social media pages are not only used for product promotion but also for building a strong community of followers. The brand shares engaging content, such as tutorials, product launches, and behind-the-scenes footage of its campaigns. Maybelline has also partnered with influencers and celebrities to promote its products and increase brand awareness.


Product Line Extension: Maybelline is known for its wide range of products that cater to all skin types and tones. The brand has continuously expanded its product line, introducing new products and ranges to meet the changing needs of its consumers. For example, Maybelline's Fit Me range offers a diverse range of foundation shades that match various skin tones. Similarly, the brand's Baby Lips lip balms cater to consumers looking for a moisturizing lip balm with a hint of color. This product line extension strategy has helped Maybelline to stay relevant and meet the needs of its customers.

Collaborations and Partnerships:

Maybelline has collaborated with several fashion brands and designers to create limited-edition collections. For example, the brand partnered with Puma to launch a sport-inspired makeup line. Similarly, Maybelline has also collaborated with designers like Victoria Beckham and Shayla Mitchell to launch limited-edition collections. These collaborations not only help the brand to stay relevant but also attract new customers who are fans of the collaborating brand or designer. Digital Marketing:

Maybelline's digital marketing strategy is focused on creating engaging content that resonates with its target audience. The brand uses various digital channels, including social media, email marketing, and influencer marketing, to reach its customers. Maybelline has also invested in creating a mobile app that offers personalized recommendations based on customers' skin types and concerns. This app not only helps customers in finding the right product but also creates a seamless shopping experience.

In-store Marketing:

Maybelline has a strong presence in retail stores, including drugstores, department stores, and specialty stores. The brand's in-store marketing strategy focuses on creating an engaging and immersive shopping experience for customers. Maybelline's in-store displays and product demonstrations help customers to try and experience the products, which increases the likelihood of purchase. The brand also offers exclusive deals and promotions to customers who shop in-store. Brand Ambassadors:

Maybelline has a strong roster of brand ambassadors, including Gigi Hadid, Adriana Lima, and Jourdan Dunn. These brand ambassadors not only represent the brand but also help to promote its products through social media and other channels. Maybelline's brand ambassadors are chosen based on their popularity, relatability, and influence among the target audience. The brand also leverages its brand ambassadors to create engaging and shareable content that resonates with its customers. Cause Marketing:

Maybelline has also integrated cause marketing into its marketing strategy. The brand has partnered with several organizations to support various causes, such as women's empowerment and environmental sustainability. For example, Maybelline partnered with Girls Who Code to support women's education and empowerment. The brand also launched a recycling program in partnership with TerraCycle to encourage consumers to recycle their empty makeup products.

Product Innovation:

Maybelline has a strong focus on product innovation, which is evident in the brand's continuous product launches and updates. The brand invests heavily in research and development to create products that meet the changing needs of its consumers. For example, Maybelline's Superstay Matte Ink liquid lipstick is known for its long-lasting formula that does not smudge or transfer. Similarly, the brand's Instant Age Rewind Concealer offers a unique applicator that allows for easy and precise application. Influencer Marketing:

Maybelline leverages the power of influencer marketing to reach its target audience. The brand partners with influencers who have a strong following on social media platforms, such as Instagram and YouTube. These influencers create content featuring Maybelline's products, which not only promotes the brand but also helps to educate consumers about the products. Maybelline's influencer marketing strategy is focused on creating authentic and relatable content that resonates with its target audience.

In conclusion, Maybelline's marketing strategy is focused on creating an engaging and immersive experience for its customers. The brand understands the importance of staying relevant and meeting the changing needs of its consumers. Maybelline's social media presence, product line extension, collaborations and partnerships, digital marketing, in-store marketing, brand ambassadors, cause marketing, product innovation, and influencer marketing all contribute to the brand's success. Maybelline's marketing strategy is a great example of how a brand can leverage various channels and tactics to create a strong and loyal customer base.

The blog is compiled and written by Ms. Vidhi Thakar who is a content contributor on our website. The views and opinions presented are hers. If you have any questions or feedback, kindly please write back to us.

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