The CoverBoy campaign has received great support which has had a positive impact. That said, Maybelline’s challenge is not having an effective brand awareness and partly due to the fact that it needs to re-strategize their marketing tactics to be more current with the times and may want to capitalize on this.
That said, Maybelline’s challenge is not having an effective brand awareness and partly due to the fact that it needs to re-strategize their marketing tactics to be more current with the times and may want to capitalize on this.
The top respondents were between the ages of 18-44 years, which falls in line with the demographic Team Maybelline is targeting for its My Definition of Beauty Campaign.One question asked participants specifically about cosmetic brand taglines in order to test the participant’s knowledge on each brand itself. Respondents were asked to match the brand with its iconic tagline. The results were astounding with most of the respondents not matching the brands correctly. In fact, most of the participants confused L'Oreal's “Because you’re worth it” slogan to Maybelline’s old “Maybe it’s Maybelline…” and were not able to identify Maybelline with the “Make It Happen” tagline. Only 16/102 (16%) respondents were able to match Maybelline with the Make It Happen tagline. This information indicates lack of awareness of the tagline change and consumers still associate the old tagline with this brand. The old tagline focused on a teen audience and the new tagline has expanded its reach to older women and what Team Maybelline considers “The average woman.”