Name: Đào Hương Giang-22K150017

Class: CN19-UWED.DB

PRINCIPLES OF MARKETING
Question 2. Analyze promotion activities of a product being sold on the market
Maybelline, also known as Maybelline New York, is a cosmetic brand specializing in providing
makeup products at affordable prices, founded in the US in 1915. The brand name Maybelline is
a combination of the two words "Mabel". with “Vaseline”. Maybelline is known as a subsidiary
of the French group L'Oréal. Over more than a century since its founding, Maybelline has been
present in more than 129 countries worldwide.
In Vietnam, Maybelline officially appeared in 2007 and has now become one of the most popular
cosmetic brands in this market. It can be seen that most Maybelline products are distributed in
many different locations, from supermarkets, beauty stores, convenience stores, even grocery
stores...Maybelline brand cosmetic products apply advanced, revolutionary scientific formulas in
the field of beauty to help women feel more confident with a sharp appearance. In addition to
holding the number 1 position in the Mascara product line, Maybelline is also the leading brand
in face and lip products.Maybelline's product lines are becoming increasingly diverse, spanning
almost all makeup steps with many different product lines such as: Foundation, Powder,
concealer, eye shadow... It can be seen that most Maybelline products are distributed in many
different locations, from supermarkets, beauty stores, convenience stores, even grocery stores...
Maybelline New York's target customers are Gen Z, a generation that respects naturalness and
wants to be themselves. They are confident in their own value and want to use makeup to express
their personality, rather than cover up "flaws" according to social standards.
Maybelline's Marketing strategy is focused on signing brand ambassador contracts with a
number of famous people. Having entered the Vietnamese market a long time ago, Maybelline is
having difficulty reaching the arrogant and fierce Gen Z customers. Seeing the potential of this
generation, Maybelline released the lyrics of the MV "Mấy Bé Lì" with a catchy music flow that
is popular with young people. Taking advantage of the TikTok platform, Maybelline created the
trend #TikTokmademebuyit to increase awareness and give trial of the SuperStay product line.
The campaign was successful thanks to the cooperation with Micro Influencers to encourage Gen
Z customers to experience the product with challenges, including: splashing water, wearing a
mask, applying the phone without smudging make-up,... Then pulling Interact with #MayBeLi
Hashtag Challenge. This campaign helps the brand clearly express the spirit of "Little Babies are
confident regardless of day - night, sun - rain".
Along with the above activities, Maybelline New York also carries out promotional programs to
stimulate purchases on e-commerce platforms such as Shopee. The brand also includes a gift of a
mask “MayBeLi” for customers who buy the product.
Another Maybelline product line is Maybelline Fit Me. Maybelline also uses tools such as Social
Ads (Facebook, Instagram), Search Ads to increase product recognition on digital platforms.
Maybelline FitMe knows how to grab attention and build a loyal following. Their advertising
campaigns blanket various platforms, from classic TV and magazines to trendy online and social
media channels. Celebrities and influencers lend their faces to these campaigns, ensuring they
resonate with the target audience. They actively engage on social media giants like Instagram
and TikTok, sharing tutorials, tips, and user-generated content. They even offer special deals to
further entice their audience and foster a strong brand community. This multi-pronged approach
ensures FitMe is always in front of its target audience, driving both brand awareness and sales.
FitMe goes beyond just offering a wide range of shades. They celebrate inclusivity by
highlighting their diverse shade selection in promotions, attracting a wider audience with every
skin tone and undertone in mind and they understand the desire for natural beauty. Their
promotions showcase "no-makeup makeup" looks through tutorials, influencer partnerships, and
visuals emphasizing subtle enhancement. And because everyone's skin is unique, FitMe offers
various foundation formulas – matte, dewy, sheer, and stick – each highlighted in promotions to
cater to specific needs. They regularly introduce new FitMe products like concealers, blushes,
and highlighters, often accompanied by promotional campaigns and influencer collaborations.
FitMe's promotions are as diverse and adaptable as their products themselves.
Maybelline employs a multifaceted approach to promote its FitMe products. In-store
promotions utilize point-of-sale displays, product demos, and sampling programs to engage
shoppers and encourage them to try Maybelline FitMe items during their shopping
experience. Online promotions, on the other hand, involve discounts, special offers, and
giveaways on Maybelline’s website and through online retailers, driving traffic to their digital
platforms. Collaborations and partnerships with other brands, influencers, and makeup artists
create limited-edition collections, generating buzz and attracting new customers.For instane,
choosing supermodel Turlington is a wise decision in Maybelline's Influencer Marketing
strategy. Because Turlington is a fan of many supermodels, beautiful enough to attract viewers
and attract the attention of many women. Event sponsorships at fashion shows, beauty expos,
and makeup workshops enhance Maybelline’s visibility within the beauty industry and directly
reach their target audience. Email marketing campaigns deliver personalized content, product
updates, exclusive deals, and new launch promotions. Lastly, word-of-mouth marketing fueled
by positive reviews and user-generated content on social media has significantly boosted
Maybelline’s offline conversations and overall impact.
In 2023, Maybelline has developed a new product line in the Fit Me line called “Maybelline Fit
Me Tint C”. The message "Tint C every morning - Teen fresh every day" also thoroughly "shows
off" the extremely simple, instant FRESH effect every morning when using Fit Me Tint, as a
way of "implicitly" affirming that this product is young Z's "destiny" because it completely
meets the criteria of natural makeup. Furthermore, choosing HIEUTHUHAI to promote the
product is also a "surprising move" that "stirs up" many young Z people because he is both a
highly recognizable factor in the teens community and also Having a bright, striking face is
extremely suitable to help Fit Me Tint convey the message "FRESH without trying" to teens. In
just 1 month, the campaign has received very impressive positive feedback:The total views of the
official video and all other simplified versions on the two platforms TikTok and Facebook
reached 125 million views.Increased interactions by 23% and discussion level by 80% compared
to all previous Maybelline media campaigns.In addition, Fit Me Tint is also a product with sales
exceeding expectations when reaching 160% of target sales. Reached the top 3 best-selling
products & hot foundations on all 3 e-commerce platforms TikTok Shop, Shopee, Lazada and
became the product that helped Maybelline have the most prominent number of new Gen Z users
of the year on Shopee during this period. launch time.
Maybelline employs a blend of conventional and digital marketing channels to effectively
convey its brand message, highlight product features, and foster robust connections with
consumers. The brand’s unwavering dedication to innovation, quality, and customer contentment
is apparent in its promotional efforts, which consistently adapt to the ever-changing desires and
preferences of beauty enthusiasts across the globe.
In summary, Maybelline promotional initiatives significantly contribute to establishing the brand
as an industry leader in cosmetics and nurturing enduring relationships with its diverse
clientele. As the beauty industry evolves, Maybelline FitMe remains committed to maintaining
relevance, fostering innovation, and creating engaging promotional campaigns.