Case Detail

Case Summary

Maybelline Inc.: About Face

Case Number: 5-104-043, Year Published: 2004

HBS Number: KEL112

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Authors: Julie HennessyAlice Tybout; Jill Carter

Key Concepts

Branding, Advertising, Consumer Marketing, Marketing Strategy, Product Management, Distribution Channels


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.

Number of Pages: 27

Extended Case Information

Teaching Areas: Marketing

Geographic: US

Industry: Cosmetics

Organization Name: Maybelline Inc.

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Marketing Director

Decision Maker Gender: Male

Year of Case: 2001