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Full Case Study On Maybelline’s Perfect Looking Marketing Strategy – with 360 Company Overview

Updated on: Apr 2, 2023
Marketing Strategy of Maybelline - A Case Study

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The term Maybelline is known to many beauty enthusiasts from around the world as an iconic brand that is easily available to consumers around the country.  Maybelline is a leader in the beauty cosmetic industry, making some of the best makeup money can buy.

This case study covers the marketing strategy of Maybelline that it implements to create buzz about itself and the advertising campaigns it has undertaken over the years and the 4Ps of the brand’s marketing mix, So let us start by knowing more about Maybelline in the coming section.


About Maybelline

Marketing Strategy of Maybelline - A Case Study - About Maybelline

Maybelline New York, LLC, trademarked as L’Oréal USA, Inc. and marketed as Maybelline New York is an American manufacturer of cosmetic and beauty products currently owned by the French company L’Oréal. 

It was founded in 1915 by Thomas Lyle Williams in Chicago, Illinois and was later acquired by L’Oréal in 1996 and is currently based in New York, USA.

Today, Maybelline is a leading global brand in the cosmetics industry, with an extensive product range for face, eyes, lips and nails. It has its presence in about 129 countries worldwide. 

Maybelline has produced quality cosmetic products for women of all ages around the globe and continues to thrive as a classic brand with a comprehensive portfolio of products of superior quality and unique colour offerings, completely customized to suit Indian skin tones.

Now let us understand Maybelline further by going through its target market in the next section.


Target Market of Maybelline

Maybelline is one of the most popular brands all over the world and its target market is focused purely on women aged between 15 to 45 which includes women from all backgrounds.  

Lately, the brand has become more contemporary for women of all races. Like most of the girls during the age of 16 start using makeup products, this age group becomes the most targeted one. The products range to all groups, using appropriate marketing techniques and being aware of each of their wants and needs. The brand has introduced a wide variety of products that women of any age can use.

Now that we know about Maybelline’s Target Market, let us now go through the 4Ps of the marketing mix of Maybelline.


Marketing Mix of Maybelline

Marketing mix is a model that refers to the activities involved when marketing a company’s product for the purpose of promoting sales and gaining customers. The objective of defining the market mix is to assure that a company’s efforts are focused on the correct “mix” of activities that will permit it to effectively meet its required profit target.

Let us look at how Maybelline has its marketing mix framework set up in the coming sections.


Product Strategy of Maybelline

Maybelline’s target market is focused on young girls between ages 13-24 with a supporting emphasis on working moms. Many makeup lovers already adore this brand since they are easily available and can be chosen from their wide product range. 

It is one of the biggest beauty brands in the world with products designed for all face shapes and sizes. Their wide range of products includes cosmetic products for the eyes, face, lips and nails. It also offers accessories related to makeups and cosmetics.


Marketing Strategy of Maybelline - A Case Study - Marketing Mix - Product Strategy


In today’s competitive market, it comes out with new releases every now and then and is crucial for Maybelline to approach its product from many different angles to gain the proper advantage over its competitors. Today, Maybelline has become a synonym in the cosmetics industry.


Price Strategy of Maybelline

Maybelline’s pricing strategy and approach have been successful for the company in both product and performance. The pricing strategy utilizes standardized prices for all products which encourage product demand and brand loyalty.

This strategy has resulted in remarkable growth for Maybelline. It has its roots in an attitude that emphasizes value for all consumers — not just those who can afford it.


Place Strategy of Maybelline

Maybelline is present in 129 countries worldwide. It is present in several market segments, including traditional mass retail, drugstores, e-commerce and speciality channels. With Covid-19 Pandemic in place, Maybelline saw a rise of 47.1% in e-commerce sales.

The beauty industry in India is expanding rapidly with the increasing female spending power and preference for quality products. The strategic consolidation among various beauty product concern has helped Maybelline gain strength in the highly competitive Indian market segment.


Promotion Strategy of Maybelline

Maybelline uses both traditional and digital mediums to promote its products. Both types of advertising and marketing have helped the company to build a loyal following and increase its brand recognition among women. 

Digital marketing of Maybelline relies greatly on brand promotions and user-generated content on platforms such as Youtube and IGTV while traditional advertising relies mainly on traditional media like magazine and newspaper ads and broadcast media.


Marketing Strategy of Maybelline - A Case Study - Marketing Mix - Promotion Strategy


So this is how Maybelline’s marketing mix strategy pans out, let us now go through its marketing strategies in the coming sections.


Marketing Strategy of Maybelline

Today, people want to know how they will feel when they put beauty products on their face and head outside and this is really where Maybelline’s marketing tactics come into play.

Maybelline’s marketing strategy includes collaborations, brand ambassadors, sponsorships and extensive traditional and digital promotions. The beauty industry has created a movement toward consumerism and wanting products to be personalized and delivered.

Being an industry-leading brand that is used to delivering products as close to the consumer’s heart as possible. With this new generation using social media more than ever before, the need is huge for brands to deliver products that make them look fantastic.

So here are the few marketing strategies that Maybelline implements to make sure they are noticed by the customers.


Collaboration Strategy of Maybelline

The beauty industry is highly lucrative with constant competition for customers. While some cosmetics are created to only appeal to a certain demographic, Maybelline does routine collaboration with various companies like Marvel, Puma to launch new personalised products which help them promote themselves to multiple different audiences.


Marketing Strategy of Maybelline - A Case Study - Collaboration Strategy

Marketing Strategy of Maybelline - A Case Study8


Brand Ambassadors of Maybelline

In recent times, Maybelline has taken on the task of marketing its products globally by signing a number of celebrity brand ambassadors. Among the celebrities are Alia Bhatt, Athiya Shetty and Sara Ali Khan who promote its products in India. Gigi Hadid is signed as a global ambassador for the brand.


Marketing Strategy of Maybelline - A Case Study - Brand Ambassadors

Marketing Strategy of Maybelline - A Case Study - Brand Ambassadors


The brand even collaborated with famous model Gigi Hadid to create a range of products inspired by the model’s makeup theme. The launch of the Maybelline x Gigi Hadid Collection was a smashing success.


Marketing Strategy of Maybelline - A Case Study - Brand Ambassadors


Virtual Beauty Studio

Maybelline Virtual Beauty Studio is an online makeup tool that helps its customers to find a perfect match of their style, size and skin tone instantly online. It allows the audience to choose from a wide range of shades and others products. 

And when you’re ready for your make-up deliberation, the easy to use virtual makeup tool allows one to step back and watch her reflection in virtual reality.


Marketing Strategy of Maybelline - Virtual Beauty Studio


These are key marketing strategies that Maybelline worked upon so far, let us now look at their advertising campaigns.


Marketing & Advertising Campaigns of Maybelline

Marketing and advertising campaigns are very important for Maybelline. They play a vital role in creating awareness, in revitalising the brand after a time which also helps in creating brand loyalty. 

The ability to create awareness and get people talking about the products through the media is vital for any business success.

So here are some of the most popular marketing and advertising campaigns of Maybelline:


 #SoBoldSoColossal – A Marketing Campaign of Maybelline

“So Bold So Collosol” campaign by Maybelline aimed to take a bold stance with its new range of eye makeup. The objective of the advertising campaign was to spread awareness about the launch of Colossal Eye Makeup. 

The brand has created a range of bold shades that will offer you gorgeous looks instantly in a variety of ways and are waterproof. 



Fit Me As I Am – A Marketing Campaign of Maybelline



The campaign, Fit Me As I Am, wants to encourage people to be bold and take risks with their lives by encouraging them to go out in the open and make a change. The celebrities reflect the trends and values that are being talked about in the world at this moment in time. 

This campaign was done with popular women celebrities like Jonita  Gandhi, Aisha Ahmed who shared their stories of how they came up with the hurdles to reach where they are. This was done in collaboration with Human of Bombay, a Mumbai based community organisation.


Maybelline New York has introduced a new initiative called “Brave Together,” to provide accessible mental health support for all. According to the brand, in India, only 41% of young adults aged 15-24 consider it acceptable to seek help for mental health issues due to the fear of social stigma from peers and family members.

With the case study on Maybelline comes to an end, let’s go through the final summary in the coming section.



Maybelline has built up the highest rate of consumer-friendly relationship with their reliable cosmetic products. It has created a unique marketing strategy that has enabled them to come out above the competition by providing its customers with new and innovative products that also kept their customers interested. 

With proper pricing strategy and marketing tactics in place, Maybelline has placed itself very well in the crowded industry.

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle. 

Until then, See you next time!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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