Marketing Mix of Maybelline and 4Ps (Updated 2025)

The Marketing mix of Maybelline analyses the 4Ps of Maybelline, which includes the Product, Price, Place, and Promotion of Maybelline. Maybelline’s marketing mix is associated with the FMCG sector and deals in the cosmetics industry. It is of American origins and is a fully-owned subsidiary of its parent company, L’Oreal. Maybelline was founded in 1915 by its founder, Tom Lyle Williams, and acquired by its owner in 1996. Some of its competitors are as follows-

• Elle 18
• Lakme
• Revlon
• Estee Lauder
• Shiseido

About Maybelline

• Type: Cosmetics Company
• Industry: Beauty
• Founded: 1915
• Founder: Thomas Lyle Williams
• Headquarters: New York City, New York
• Area served: Worldwide
• Current CEO: Victor Luis
• Number of employees: 7,000
• Major products: Cosmetics, skincare, and fragrances

Product in the Marketing Mix Of Maybelline :

Maybelline beauty products are all about innovation, style, and colors. It is recognized as an authority in colors and creates products with seasonal color combinations in the hottest shades. It has nearly two hundred products in its portfolio and includes items for

• Eyes like mascara, eyeshadow, eyeliner and eyebrow
• Face like primer, powder, foundation, highlighter, contour, concealer, bronzer, blush and BB cream
• Lips including lip liner, lip gloss, lip color, lip balm, and lipstick
• Accessories like removers, makeup tools, and brushes

Some essential Maybelline products are as follows-

• Maybelline Mineral Power Blush – Original Rose
• Maybelline Color Sensational Lipstick-Peachy
• Maybelline Instant Age rewind The Lifter-Pure
• Maybelline Ultra Liquid Liner Waterproof
• Maybelline Vivid Matte liquid –Rebel Red
• Maybelline Brow Drama Pro Palette – Blonde 250
• Maybelline Color Sensational High Shine Lipgloss – Chocolate Lust 315
• Maybelline age Rewind Dark Circle Eraser – Brightener 160
• Maybelline Baby Lips Lip Balm – Cherry Me
• Maybelline Cover Stick Corrector/Concealer – Ivory Light
• Maybelline Baby Skin – Warm Apricot
• Maybelline Volum’ Express Mascara (Bonus) – Blackest Black 225
• Maybelline Dream Wonder Fluid Touch Foundation – Nude 40

Maybelline, a well-known cosmetics brand, offers diverse cosmetic products.

The product mix of Maybelline in 2023 is as follows (Source):

1. Face Makeup: This includes foundations, concealers, powders, blushes, and highlighters. Maybelline is known for its wide range of shades and formulas catering to various skin types and tones.
2. Eye Makeup: A significant part of their product mix is dedicated to eye makeup, including mascaras, eyeliners, eyeshadows, and brow products. Their mascaras, particularly the Great Lash Mascara, are pretty popular.
3. Lip Products: Maybelline offers a variety of lip products like lipsticks, lip glosses, lip liners, and lip balms. Their SuperStay Matte Ink Liquid Lipstick is well-known for its long-lasting formula.
4. Nail Polish: They also have a range of new nail polish markets with different finishes and colors.
5. Makeup Tools and Accessories: This includes makeup brushes, sponges, and other tools necessary for makeup application.
6. Skincare Products: While primarily known for makeup, Maybelline has ventured into skincare products, offering primers and BB creams that blur the line between skincare and makeup.

It’s important to note that product offerings can vary by region and might be updated with new launches and discontinuations. Maybelline frequently collaborates with celebrities and influencers to create limited-edition collections, which adds to the diversity of their product mix.

Place in the Marketing Mix Of Maybelline :

Maybelline is an international company with many brands, and its product presence is spread to more than one hundred and twenty-nine countries worldwide. Its headquarters base is in New York City in the United States. Products were first sold locally and later at mass markets by its founder.

In 1967, Plough, Inc. purchased this company, and its production facilities were shifted from Chicago to Memphis, Tennessee. 1975, the Maybelline factory was also shifted to Little Rock in Arkansas. In 1996, its operational headquarters shifted from Memphis to New York City, and in 2000, its makeup factory moved to Brooklyn. Maybelline has a strong distribution network and has become a leader in mass-market retailing. Its channels include distributors and retailers to reach consumers via drugstores, cosmetic stores, supermarkets, hypermarkets, specialty stores, and discount stores.

Maybelline’s place strategy is as follows:

1. Global Presence: Maybelline products are available in numerous countries, making it a globally recognized brand. They combine local and international retailers and distribution channels to reach a broad audience.
2. Retail Partnerships: The brand is present in various retail outlets, including department stores, drugstores, and supermarkets, offering easy accessibility to consumers.
3. Online Sales Platforms: Maybelline leverages online platforms, including e-commerce websites and its brand website, to cater to the digital-savvy customer base and expand its reach.
4. Selective Distribution: In some markets, Maybelline employs a selective distribution strategy, placing its products in specific stores that align with its brand image, product strategy, and target audience.
5. Multi-Channel Approach: The brand combines brick-and-mortar stores with online sales, providing a seamless shopping experience and catering to consumer preferences.

Price in the Marketing Mix Of Maybelline :

Maybelline has projected itself as a brand with a charming, stylish, intelligent, calm, hip, unflappable, daring, and modern image with a sophisticated outlook. It targets the upper and middle-class sections of society and aims to offer accessible cosmetics to every woman. Maybelline has adopted a mid-premium pricing policy as it provides qualitative products.

As the brand faces stiff competition from rival brands, it has implemented a competitive pricing plan to gain an advantage in the consumer market. It has kept its product prices at par with competitors’ similar products, which has helped the company gain a larger market share in the cosmetics industry.

Maybelline’s pricing strategy demonstrates a keen understanding of its market position and target audience. Here’s an overview:

1. Competitive Pricing: Maybelline adopts a competitive pricing strategy, positioning its products at a price point and target market that is affordable yet reflective of its quality. This approach ensures competitiveness in the mass cosmetics industry, attracting a broad customer base without compromising perceived value.
2. Psychological Pricing: The brand often uses psychological pricing tactics, like pricing products just below a round number (e.g., $9.99 instead of $10). This marketing strategy is designed to make products appear more affordable, encouraging impulse purchases and appealing to cost-conscious consumers.
3. Promotional Pricing: Maybelline frequently employs pricing strategies, including discounts, bundles, and limited-time offers. These promotions boost short-term sales and help attract new customers and retain existing ones.
4. Product Line Pricing: The brand smartly prices products within a line to encourage customers to buy more expensive items. For instance, a basic mascara might be priced lower to attract customers, while more advanced options with additional features are priced higher, guiding consumers up the product line.
5. Geographical Pricing: Recognizing the varying economic conditions and market dynamics across different regions, Maybelline adapts its pricing strategy geographically. This flexibility ensures optimal pricing for different markets, maximizing appeal, brand loyalty, and profitability globally.

In essence, Maybelline’s pricing strategy is a balanced marketing mix of market competitiveness, consumer psychology, promotional appeal, and regional adaptation, ensuring the brand remains both accessible and desirable to a wide range of consumers.

Promotions in the Marketing Mix Of Maybelline :

Maybelline has adopted several promotional plans to market its products internationally. Its first ad campaigns were launched in the magazine Photoplay in 1916, and later, ads were placed in magazines like Delineator and Pictorial Review. It has launched several ad campaigns that have been shown via television, fashion magazines and billboards.

It hired Lynda Carter as beauty-fashion coordinator, and she became a part of its ad campaigns. Maybelline realizes the impact of star power on the common masses and has roped in several celebrities to endorse its products, like Kristin Davis, Jessica White, Julia Stegner, Sheetal Mallar, Fasha Sandha, Zhang Ziyi, Miranda Kerr, Gigi Hadid, Jourdan Dunn, and Josie Maran. Indian actor Deepika Padukone has also been associated with the brand Maybelline. Famously, the tagline is Maybe she’s born with it; maybe it’s Maybelline. The company has entered into a deal with Mercedes-Benz Fashion Week and has become its official makeup sponsor.

Maybelline’s promotion strategy is as follows:

1. Influencer and Celebrity Endorsements: Maybelline marketing often collaborates with well-known influencers and celebrities to leverage their reach and influence, particularly on social media platforms, to appeal to a younger, trend-conscious audience.
2. Digital Marketing and Social Media Campaigns: The brand extensively uses digital platforms for advertising, employing targeted social media campaigns, online advertisements, and engaging content to connect with consumers in the digital space.
3. Traditional Advertising and Seasonal Promotions: Maybelline continues investing in traditional advertising mediums like TV and print while running seasonal promotions and limited-time offers to generate buzz and increase sales.

Some Recent Video ads and Print ads of Maybelline are:

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