Research Details

Abstract

Maybelline is the world's leading mass cosmetic company, with tremendous success and commanding market share, particularly in the "eye make-up" category. But Maybelline also acknowledges a weakness in the strategic "face" segment, most notably in the profitable "foundations" product lines. This case approaches the challenge of successfully growing this important category through looking at every aspect a company would need to make this move, including: consumer marketing strategy; consumer behavior and purchasing patterns; demographic analysis; segmentation and targeting; product management; distribution channels; pricing; advertising; and understanding the competitive environment.

Type

Case

Author(s)

Julie Hennessy, Alice M. Tybout, Jill Carter

Date Published

01/01/2004

Citations

Hennessy, Julie, Alice M. Tybout, and Jill Carter. Maybelline Inc.: About Face. Case 5-104-043 (KEL112).

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