Manufacturing Industry
Maybelline stages major relaunch. (Maybelline Inc.'s new $50 million ad campaign)
Cosmetics International, October, 1991
Maybelline, one of the grand dames of the US cosmetics industry, is getting a face-lift that will include a smart new $50 million dollar ad campaign, up-scale repackaging, refined product formations and a handful of new product introductions.
Currently, Maybelline is the number two line, second only to Procter & Gamble's Cover Girl, in the approximate $3 billion mass market segment of the US cosmetics industry. According to national audits, Maybelline has an 18.4 per cent unit share to Cover Girl's 22.6 per cent share, basic Revlon's 11.2 per cent share, Max Factor's 6.4 per cent share and L'Oreal's 5.9 per cent share.
The Maybelline makeover is intended to improve the line's standing, following a three year decline that has pushed Maybelline further...
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