Maybelline New York is planning to introduce an evolution of its DNA to stay competitive with beauty brands that have emerged with strong brand equities such as Fenty Beauty and Glossier. The growth strategies will take place in 2019 and will focus on five key areas:
Strengthen and differentiate brand equity – New York is a key point of view for the brand equity and will play an even bigger role next year. NYC will take center stage on the right-hand side of all print ads and be used as a backdrop to frame product imagery. Under the umbrella of NYC, themes of fashion, education, beauty and diversity will emerge in all ads. The new campaigns will still feature Maybelline New York’s traditional spokesmodels Adriana Lima and GigiHadid but will also introduce other women who represent the diversity of the city in an authentic way.
Maximize consumer engagement with differentiated digital – In addition to new online, print and TV initiatives, the brand will be introducing “Maybelline Now,” an interactive digital chatbot consumers can use to ask for advice and get shade recommendations.
Innovation – A number of new innovative products are set to debut. Notably, in eyes, the brand will release Snapscara ($6), in response to the decline of mascara sales among Millennials and Gen Z groups who want quick and easy products. The easy-to-remove wax-free formula, will be available online beginning November 2018 and in mass market retailers in January 2019. Another noteworthy 2019 launch is Maybelline New York Made For All by Color Sensational ($8), a new line of seven shades of lipsticks specifically designed to complement any complexion. To instill confidence in consumers about the faltering shades, marketing materials, including a TV ad, were created showing the colors tested on 50 women of diverse skin tones.
Support pillar brands
-New and exciting launches under Maybelline New York’s most popular pillars will be introduced to solidify these as core brands for consumers. Most noteworthy, to cater to women’s various skin tones, the brand will be adding twelve new shades to its Super Stay Full Coverage Foundation ($12), bringing the total assortment of shades available to 28 when it is released to mass market retailers in January.
Modernize retail experience -Noting that the first major handshake with consumers is in stores, Maybelline New York is looking to make sure the new branding is very clear at retail and navigation is made easier. Recently, to close the loop in making the shopping experience exciting for the consumer, the brand added a new merchandising system at Wallmart, featuring all 100 shades of its Color Sensational Lipstick. As testers are not available and consumers are unable to see how the colors look outside the packaging, open lipstick tubes of each color were installed to enable consumers to preview the shades before purchasing.