Executive Summary
Maybelline is an innovative and iconic brand that has grown from its inception in 1934 with the introduction of mascara to offering a full line of cosmetics. Maybelline provides high quality products at affordable prices (Schaefer, 2014). The company has grown from a small family run business to a global empire, known as one of the most competitive, top makeup brands.
Team Maybelline conducted consumer research in order to better understand the brand challenge. The brand challenge results from the strategy shift of minimizing the old tagline while introducing a new tagline which includes an expanded target market for the brand. Maybelline is taking a daring approach to empower women more than ever before with the introduction of its new tagline, “Make it Happen.”
Maybelline does a great job of integrating marketing communications between mediums and across countries. Maybelline is the world’s leading beauty brand that empowers women to be bold, confident and independent, by providing on-trend, effortless beauty products.
We want to create an open dialogue to allow Maybelline and non-Maybelline users to discuss how they view beauty in their own terms. We want to engage people of all ages and around the world to start a conversation to highlight beauty how they perceive it. It is meant to be a positive forum to allow people to speak freely and openly while respecting other people’s differences. Our big idea is to revolutionize the way the new generation of makeup users define beauty and we went straight to the source to ask.
By engaging consumers through this campaign of sharing their images of beauty on social media we got a clear idea that beauty is indeed subjective, but also something to celebrate.