Competitive Analysis
Maybelline has a great leverage being a subsidiary of L’Oreal. That said, according to L’Oréal’s finance annual report (2016), it is the world’s leading cosmetics brand that is available in more than 129 countries. Additionally, the brand is estimated at $2.9 billion dollars making it L’Oréal’s highest contributing brand (Brand valuation company releases list of most valuable cosmetics, 2013). Further statistics reveal that the global market share for Maybelline is at 7.4%, making the brand the leading cosmetics name in the world.
Maybelline’s target market approach is producing high quality products at affordable prices and the brand delivers as the world leader in mass market beauty and cosmetics (Davies, 2012). With its more affordable price points, it has made it very well favored by its consumers in both developed and emerging markets (L’Oréal’s company profile, 2012). The brand audit is detailed in Appendix A.
Market Segmentation
Maybelline’s consumers are frequent purchasers who are loyalists and new customers who want to try the Maybelline products (Arya, 2014). Nonetheless, its previous target audience was 16-25 year old females, however with the evolving changes in the beauty industry the demographics has shifted to targeting 16-44 year old females who are bold, digital savvy, professionals and want to be entertained across all social platforms (Maybelline New York: The girl with big eyes, n.d.).
Maybelline does a great job by targeting its audience through social media, especially reaching out to older women who are 40 years of age or more in marketing cosmetics for fine lines and wrinkles. Furthermore, Maybelline products are inclusive and are sold all over the world.
Price Points
Maybelline offers a wide selection of high-quality products that anyone can afford. Their array of products