Additionally, the campaign needed to promote its products such as Color Sensational, Dream Smooth, Eye Studio and Volum’ Express Falsies (Maybelline New York, n.d.). This marketing strategy for this campaign was made to clutter the streets of Manhattan with its images of showing off the bold makeup products and fashion week sponsorship (Maybelline New York, n.d.). As a result of this campaign, it was very successful and notably to mention a unique type of campaign (Maybelline, n.d.). Furthermore, it was executed across multiple communication channels and showcased the essential Maybelline products in a creative and a well-blended campaign (Maybelline, n.d.).
Furthermore, it was executed across multiple communication channels and showcased the essential Maybelline products in a creative and a well-blended campaign (Maybelline, n.d.).
Competitors
Competition in the beauty industry is fierce and for this reason, Maybelline stands out from the rest of its competition by leveraging its brand and creating an experience that will provide the exclusive feeling of being a part of high-end fashion (Maybelline New York, 2016). Particularly, the objective is to make women feel like VIP’s and give consumers the “fashion week” exposure (Maybelline New York, 2016). With this in mind, Maybelline being the world’s leading cosmetics brand and the originator of mascara has one of its biggest and most recognized competitors, CoverGirl, which is a brand that is mostly well-known for its skin products (Rey, 2014). However, CoverGirl is Maybelline’s main competitor since they are both known for their cosmetics products, especially the mascara product line; therefore the competition varies on which specified products it ranks higher in (Rey, 2014).