products that anyone can afford. Their array of product includes mascara, lipsticks, face products, nail polish and even hair products. However, Maybelline’s focus is specifically on its origin of product, which is mascara. According to Statista (2014), Maybelline holds on as one of the top five leading cosmetics brand in the United States with sales for their top selling mascara Maybelline Volum’Express Falsies at $51.8 million dollars.
Advertising
Promotions are very important to Maybelline in the cosmetic market (Lowendick, 2008). In fact, Maybelline markets through a variety of media platforms that include billboard ads, print, television, internet marketing, point-of-sales merchandising and mobile devices. Furthermore, Maybelline stays true to its form with consistency in its advertising in the various media platforms and promotional advertising. Moreover, the brand and message it markets is recognizable all over the world; hence the tagline, “Maybe she’s born with it…Maybe it’s Maybelline”(Maybelline New York, 2016). In the like manner, the consistency across the board in terms of blending content across media, consistency across media, connecting with media and consistency across executions of advertising and marketing is strategized in a way that it stands out from the rest of its competition. In fact the use of the vibrant colors, boisterous music, showcasing glitz and glamour, playfulness and celebrity endorsements is what keeps Maybelline ahead of its competition.
Maybelline has used various types of marketing strategies to keep itself ahead of its competitors (Leong, n.d.). One way is the traditional method of word-of-mouth marketing and another way is reaching out to its consumers are through influencers; these are people who have pre-existing followers and/or networks through social media (Leong, n.d.).