grown approximately 30% between 2000 and 2010 (as referenced in Guthrie & Jung, 2008).
Product Line
Maybelline is a subsidiary of L'oreal's Consumer Product Division which are distributed in discount retailers like WalMart and Target and in drugstores like CVS and Walgreens. The brand partners include Garnier, NYX, and L'oreal (Loreal.com). Maybelline is the top cosmetics brand worldwide and is sold in more than 100 countries (Loreal.com). “By combining technologically advanced formulations with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible and effortless cosmetics for every woman” (Loreal.com).
Maybelline showcases six makeup collections: Color Sensational, Volum’ Express, Baby Lips, Dream, Fit Me and Instant Age Rewind. The product lines for Maybelline include makeup for eyes, lips and face including accessories like makeup application tools and makeup removers. Product for the eyes includes liner, mascara, eyeshadow and brow beauty.