Profile of Maybelline . T.L. Williams founded the Maybelline company in 1915 and introduced Maybelline Cake Mascara. In 1996, Maybelline was acquired by L’Oreal USA, Inc, a leader in the mass-market color cosmetics business.
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T.L. Williams founded the Maybelline company in 1915 and introduced Maybelline Cake Mascara.
In 1996, Maybelline was acquired by L’Oreal USA, Inc, a leader in the mass-market color cosmetics business.
Maybelline creates seasonal color stories with products in the season’s hottest shades.
The Maybelline image is hip, intelligent, stylish and trendy
Maybelline has the top research and development terms and resources through their parent company L’Oreal.
To become world’s number one color cosmetics line by increasing emphasis on technology, moving into new product categories and expanding into foreign markets.
To differentiate its product from local and other competitors.
Maybelline’s pricing strategy of sitting between budget (Elle 18/Street Wear) and premium (Revlon, L’Oreal, Chambor, Lakme) brands — is a clever one. That is because it can still drive premium imagery at a price point lower than many other imported brands.
Globally, Maybelline has been heavily promoting its trendy New York image