Situation Analysis
The Maybelline story is both fascinating and heartwarming. Tom Lyle Williams was inspired by his sister Mabel who used a combination of coal and vaseline applied to her eyelashes and eyebrows after they were accidentally singed (Melero, 2016). Williams started the company in 1934, named after his sister, with the introduction of Maybelline Cake Mascara which was only available through mail order (Maybelline, 2016). In 1960, Ultra Lash Mascara was introduced with the iconic Great Lash Mascara being introduced in 1971 (Nzgirl, 2002) The brand has come a long way since 1971 including many additions to their product line and the way with which its product is promoted.
In 1995, Paris based L'oreal announced the acquisition of Maybelline with plans to expand the brand to Latin America and East Asia (Wayne, 1995). After the acquisition, the Maybelline headquarters relocated to New York City, changing the brand to Maybelline New York.