A COMPARATIVE STUDY OF MAYBELLINE WITH

ITS COMPETITORS
EXECUTIVE SUMMARY

SUBMITTED BY:
HIMANSHI GOEL
BBA F&A (2014-2017)
ROLL NUMBER: 2
STUDENT ENROLLMENT NUMBER: A3914614002

FACULTY GUIDE:
Ms. PRIYA SALOMON
Assistant professor

Amity school of business, Noida

Amity university- Uttar Pradesh

Maybelline LLC, popularly known as Maybelline New York, is an American

fashion and cosmetic brand, regarded amongst the top cosmetic brands of the
world. It has been regarded as one of the top successful company in the magazine
Cosmopolitan. Born in the year 1915, the company has seen a major shift of the
people towards itself in this century. A 19 year old entrepreneur, named Tom Lyle
Williams saw his sister apply a mixture of Vaseline and coal dust on her eye lashes
to make it look darker, fuller and gentler look. Also, her sister was looking forward
to make her eyelash look more beautiful and enchanting. In this process of making
her eye look beautiful in the homemade process, they together came up with a
mascara, and sold it locally through mails. They termed it as lash-in-bow-line. In a
short span of time, they noticed quite a few women drooling over their locally
produced product. In order to have a larger segment of women using their product,
William branded his eye beautifier as Maybelline, to honor his sister Mabel, who
gave him this idea. Soon, in 1930, this brand was sold to a large number of local
variety stores. The sales turned up and women started using this makeup brand
more often.

Maybelline has always been trying to add something more to its product and has
always been open to continuous innovations. In the year 1971, Maybelline made a
great contribution to the cosmetic world by a adding a wonder product to their list:
A revolutionary & water-based, GREAT LASH MASCARA, which was sold in its
signature pink and green packaging. As the years rolled in, many more innovation
saw their way & many more innovations were tagged as Maybelline; the company
was never down in upsetting its customers. Maybelline has always delighted its
customers & never has failed to amaze them. It has always given its best to its
users, thus, today it is a preferred make-up brand for many stylists & make-up
professionals. Today, Maybelline is a trusted & the number-1 make-up brand for
mascara category: it has its iconic Volum Express line. moreover, the Colossal
kajal was an instant worldwide hit, preferred by the women of all age.
The tag line, MAYBE SHE IS BORN WITH IT, MAYBE ITS MAYBELLINE
explains all the intentions & emotions of the company with its users. All the
products launched by Maybelline are quality checked & the users trust the brand
completely.

The year 2009 has marked a fashion milestone for Maybelline, New York. After
Amsterdam, Berlin and Moscow, the brand had secured a coveted title of Official
Makeup Sponsor of Mercedes-Benz Fashion Week, in their hometown: New York
City. Since then, Maybelline has always been showcasing their creativity and
expertise on the runways, and has been collaborating with fashion designers, to
develop next seasons beauty trends. Today, Maybelline, New York is proud to be
an official makeup brand sponsor of thirteen fashion weeks, worldwide.

RESEARCH METHODOLOGY USED

In this report preparation, mostly primary data is used. I have, to be precise, made
questionnaire & distributed it to various women belonging to different age groups.
all the research made in this report in mainly conducted by me & may or may not
be similar to actual observation

CONCLUSION
In this report, we have seen that women do prefer Maybelline as a beauty product.
they do use this brand I their daily & everyday life. Simply a new product by
Maybelline is a trust for them; Maybelline is a mark of purity & trust for them.