MAYBELLINE - History

Thank you, Iulia. I will briefly present the history of Maybelline. The Maybelline Company was created by a 19-year-old entrepreneur named Tom Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture of vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally called lash-in-brow-line. Williams renamed his eye beautifier Maybelline, in honor of his sister Mabel, who gave him the idea. In 1917 the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic. In 1967, the company was sold by Williams to Plough, Inc. in Memphis, Tennessee. The entire cosmetic production facility was moved from Chicago to Memphis over one week-end. In 1975, the company moved its factory to Little Rock, Arkansas, where it is still located. In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella & Co. Maybelline Operational Headquarters remained in Memphis until being sold in 1996, when headquarters moved to New York City. The makeup factory moved to Brooklyn in 2000. Maybelline received a boost when the company hired Lynda Carter as the company's beauty fashion coordinator after her television series ended; she also appeared in several of its television and print advertisements. Lastly, In 1991, the company adopted its advertising slogan “(Maybe she's born with it.) Maybe it's Maybelline.”[7] which is still used today. The company was acquired by L'Oréal in 1996. Acquiring Maybelline gave L'Oréal access to mass markets in cosmetics. Now I will let Bianca tell you more about their products. Thank you Bianca. Firstly i have to say that Maybelline has a full range of products as far as makeup is concerned. All of them have applicators and packiging of high quality. Let's start with the all time best products. Maybelline Affinitone Mineral foundation was one of the first globally spread foundation. It has a very light texture, a natural velvety finish and evens out the complexion nicely. It contains micro mineral pigments and light reflecting particles that help smooth out your skin. It is perfect for sensitive skin,it has SPF 18,it has 100% micro-mineral pigments and it's oil free. Maybelline Affinitone 24h foundation is its decendent. While the Affinitone Mineral was a basic foundation that would fit every woman, this one has the same formula but a better covereage and it is long lasting. This way Maybelline created a foundation for every busy woman that needs her makeup to stay put all day long. Maybelline's SuperStay Better Skin Foundation is another high coverage foundation. It is the perfect foundation for women with problematic skin as it is going to provide beter skin in three weeks time. If you wonder how is that even possible don’t be surprise that the answer is so simple: it has the base of a face cream and has rich ingredients such as jojoba oil all of these combined with the pigments of a regular foudnation. For all the young ladies with flawless complexion, maybelline came up with Dream Fresh BB 8-In-1 Beauty Balm Skin Perfector which gives you 8 skin benefits . therefore it is perfect for summer time when the heat could make a regulat foundation look patchy. I think it’s time to talk about skin correcting products, so i will tell you about the best concealear that maybelline released: Maybelline Affinitone concealer. It's a liquid concealer perfect for all types of skin as it’s not too drying or too oily. It has high coverage and it doesn’t crease. All these not only make this a good concelear but also an amazing eyeshadow primer. And now the time has come to talk about eyeshadows. The all time best eyeshadows, the most used by our makeup artists ar the The Color Tattoo 24 Hour Eyeshadows. They are a cream/gel eyeshadow that’s going to yield 24-hour wear without creasing or fading and have intense color payoff. There are currently ten shades in total. Our makeup artists recommend using them as eyeshadow primer. Eye makeup is never complete without mascara, you know it and I know it. It’s like the magic finishing touch. Even on days when you don’t wear eye shadow, you’ve got mascara on for sure because it just gives off the illusion of being awake even if you’re not Maybelline knows that too, as their best sold product is mascara. Today i will only talk about two of them . Firstly, Maybelline New York Volum' Express The Rocket Mascara has a patented Supersonic Brush with micro bristles that loads on big, sleek volume instantly. The fast-glide formula keeps lashes smooth.It gives you the most explosive, beautiful lashes ever! Secondly, Volum' Express Colossal Mascara features a clump-free formula that contains collagen to plump up your lashes effortlessly.MegaBrush increases your lash volume by 9X with one stroke. Let’s move on to lip products.First of all we need to keep out lips moisturized, therefore maybelline released Baby Lips lip balms. After our lips are hydrated and soft it’s time to apply lipstick. Maybelline Color Sensational lipstick has a greaty pigmentation with a huge range of colors and formulas. There is a shade for every one, whether you want a matte finish, a glossy finish or a metallic touch. As a proof that maybelline is has a complete range of products I will Finally talk about our nailpolishes, the Maybelline Colorama collection.The colors are rich and on your nails they look just like they look in the bottle. They last for more than a week. They are a perfect choice if you are on a budget. Maybelline is keeping up the good work so they launched new products this year, unfortunately theire not available yet in Romania. There fore I will briefely mention them, an show you some pictures. They are:Maybelline's FaceStudio Master Contour,.Maybelline's Lash Sensational Luscious Mascara, Maybelline's Color Sensational Vivid Matte Liquid Lip Color, Maybelline's The Rock Nudes Palette, Maybelline's Dream Velvet Soft-Matte Hydrating Foundation, Maybelline's Eyestudio Brow Drama Pomade Crayon, Maybelline's Eyestudio Lasting Drama Waterproof Gel Pencil I am sure at least one of our product arrested your attention, so i will tell you where can you find them here in Romania. Basically, they are available in any shop that hase a beauty corner: Carrefour, Cora,Auchan,Douglas,Kendra,Beauty Mania, DM. Now it’s Oana’s turn to talk about Rivals and Partners.

Thank you Bianca, now I will say a few words about the main partners and rivals of maybelline. Regarding the continuously developing online environment, Maybelline has chosen to make partnerships with youtube vloggers. Therefore, various youtubers advertise their products in exchange of receiving them for free. Basically, if you are a beauty youtuber and have a big number of subsribers and views, maybelline would send you the newly launched collection so you can review it before it reaches the shops. This way, the consumers can form an overall impression before the products are properly launched. After all, vloggers and content creators trigger about 97% of conversations on YouTube for beauty brands, according to a recent Pixability beauty study. Moreover, Maybelline launched the Dare to Go Nude campaign with the help of Digitas LBI, a media agency. Also they had a collaboration with Google’s Brand Partner Program. As a matter of fact 66% of beauty consumers agree that YouTube is one of the best sites to help them visualise how different products fit into their lifestyle. Maybelline also collaborates with beauty icons, models and stars. For instance, Gigi Hadid has been named the new face of Maybelline, along with others famous models as Tanzanian-born, Herieth Paul is the newest global spokesmodel for Maybelline. In the past, well known beauty icons such as Adriana Lima and Scarlett Johansson used to be Maybelline’s global face. At the moment, Model Jourdan Dunn is its new global face, and since 14th of April 2014, 30-year-old Yadim has been the brand’s new global makeup artist. Moving to Maybelline’s rivals, the all time rival is Avon. It is due to the different marketing aproach. While maybelline is a mass market company, Avon is based on network marketing. Mass market represent the mass production and sales, while network marketing basically means a pyramide of representatives. A network marketing company does not pay for delivery or advertise itself as each representative pays for their catallogues and shipping. Also, they don’t display their products on shop shelves. Other mass market rivals are Seventeen, Rimmel London, Catrice and Essence. All of these are rivals on the selves when it comes to price and display. All in all, Maybelline is a mass market company with various partnerhips in a developing environment and few small rivals and a main one. Now i will let Catalin briefly present the financial situation.

Thank you very much Oana. As you have probably noticed i let the girls talk about the makeup part, and i think you need too see the financial side of this brand. Maybelline is a growing company with huge sales due to the small prices. Here we have figure representing a figure of the Operating Profit of the entire L'oreal group and maybelline. as you can see in 2011 L'oreal group had an operating profile of 3,293 million euros, while maybelline had a around half of it, meaning 1,603million euros. in the followiing year the group's profit increased with 0,265 million euros reaching 3,558 million. in the same year maybelline's proft grew with 0,165 million, reaching 1.768. in 2013, both of them registered growt reaching 3.760 and 1.917 million euros. in 2014 their profits slightly increased, as you can see. L'oreal group had 3.891 million and Maybelline had 1.933 million. In 2015 they had a boom. L'oreal group's profit was 4.388 million whereas maybelline had a profit of 2.180 million. overall, maybelline had a growth of 0.577 million euros. Basically their operating profit increased by 36%. I have to mention that maybelline's profit represet almost half of the L'oreal group, therefore they both had a growing tendency. now, i will let Iulia tell you some more facts about maybelline. thank you Catalin. if you ever wondered why our products are so inexpensive, but have such a great quality i have the answer for you. maybelline is part of the l'oreal group including Yves Saint Lorraine and Lancome which are high end product. the mechanism is simple. every new product is firstly launched in the luxury division and after a few weeks their are also launched in the comsummers division. this way there are no extra costs for new packiging or the name it slef, as it is the same product with a diffrent name on it. moreover, in 2008 Nielson offically announced that maybelline is the best mascara producer. and since then they have the 1 st place. also maybelline has more than 20 different types of mascare ranging from 4euros to 40 euros. furthermore, colorama, the nailpolish family, was originally a cheap argentinian brand that maybelline bought 5 years ago and improved it ever since. now the formula has a glossy finish on every single drop of the product, providing an even application. also, the brush has a specific angle and a hole in the middle in order to hold more product. and the best improvment was turning them into fast drying nailpolishes. last but not least, Maybelline is a trusty brand, as they no longer test on animals. now, i would like to know who paid attention to our presentation. raise your hand. for those of you who did so,i have 3 question meaning 3 opportunities to win some of our special prizes. 1. which one was the best foundation for ladies who wanted a better skin? 2.what is the main rival of maybelline? 3where does the name of the company come from?