use beauty boxes while an alarming 89% of those surveyed said they don’t. Participants who would try out the samples would only do so if the samples were free. Most of those surveyed considered the whole idea a waste of time because they are loyal to the brands they already use. Team Maybelline decided to opt out of the beauty box idea as well.The survey results overall were extremely informative and gave Team Maybelline a great foundation to move forward with its campaign ideas and strategies.
As a team we learned the quality, price and brand of the products has a lot to do with purchasing power for consumers. Star power played a small role and influence in consumers buying habits. Also, through our thorough research we discovered that Maybelline’s new tagline “Make it Happen” is not resonating with current customers as a change in brand perception in order to expand the target market. Most of the consumers prefer the old tagline of “Maybe She’s Born with It...” because that is what the new generation has been exposed to. That is why as a team we want to empower the new generation of makeup users to define beauty in their own terms as Maybelline is inspiring to accomplish with the new tagline. Survey questions are in Appendix C.
Inventory and Evaluation of Current Marketing Communications
Competing with many of P&G's personal care products, L'Oreal put 18.1% more towards its advertising budget in 2011, with the largest volume of these dollars going towards its L'Oreal Paris, Maybelline and Garnier lines (Fowler, 2012). L'Oreal's grand total came in at $1.34 billion spent on advertising according to Kantar Media's index (Fowler, 2012). In 2014, L'oreal spent $5.26 billion in advertising spend which has decreased over the years as in 2011 the spend was at $5.59 billion (statista.com). According to Simons (2015), with given attention to the various media platforms that Maybelline utilizes for their advertising and marketing promotional needs, in 2015 they have chosen to implement responsive design instead of a mobile application. The reason