CONCEPT PAPER

Name: Shekainah Glory L. Bermillo

 Introduction

Maybelline or Maybelline New York is an American multinational cosmetics, skin care, fragrance, and personal care company, based in
New York City. It was founded in Chicago in 1914, and has been a subsidiary of French cosmetics company L'Oréal since 1996.

The Maybelline Company was founded in Chicago by Thomas 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-Brow-Ine.

Williams renamed his eye beautifier Maybelline in her honor. In 1917, the company produced Maybelline Cake Mascara, "the first modern
eye cosmetic for everyday use," and Ultra Lash, the first mass-market automatic, in the 1960s.

In 1967, the company was sold by Williams to Plough Inc. (now Schering-Plough) in Memphis, Tennessee. The entire cosmetic production
facility was moved from Chicago to Memphis over one weekend. In 1975, the company moved 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’s headquarters
remained in Memphis until its acquisition by L'Oréal in 1996. Its headquarters was then moved to New York City in 1996 and its factory 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. Josie Maran, Miranda Kerr, Sarah Michelle Gellar, Melina
Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, Julia Stegner, Jessica White and Kristin Davis have endorsed
Maybelline products. The current faces of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp Muhl, Emily DiDonato,
Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Gigi Hadid, ITZY, Liza Soberano and Urassaya Sperbund. In 1981, the company
adopted its advertising slogan Maybelline, Maybelline Ooh La La which was used until 1991 when the tagline changed to Maybe she's born
with it, maybe it's Maybelline.[8] The slogan was named as one of the most recognizable straplines of the past 150 years, according to CBS
Outdoor.

Criticism
In 1989, L'Oréal ceased to use animal testing in finished products prior to launch and committed to developing alternative methods.
According to a 2010 report, though, it is required by law in some countries to use animal testing. In 2021 the Web site of People for the
Ethical Treatment of Animals (PETA) reported that Maybelline tested on animals.

Background
Collaborations
In January 2019, Maybelline collaborated with the German fashion brand Puma for its limited edition collection that was marketed as
Maybelline X Puma. It was claimed as the multi-taking athleisure-inspired collection and consisted of 5 products. Adriana Lima was chosen
as the ambassador for the collaboration.

Goal
By combining technologically advanced formulations with on-trend expertise and New York edge, Maybelline New York's mission is to offer
innovative, accessible and effortless cosmetics for every woman.
The Business Model Canvas
Key Partners
• COSMETIC & SUPPLY COMPANIES
PUBLISHING HOUSES
Beauty Fashion Gossip magazines
FASHION HOUSES
Runway Shows Beauty trends
SOCIAL NETWORKING
Celebrity Endorsers
• Tupack Verpackungen GesmbH.
Hct Kent Plastic Products Co ., Ltd.
Shine International Transportation
Mei Shual Cosmetics Co ., Ltd
• High quality products and the boost of
business due to endorsement
• Providing high quality products and
making endorsements to introduce the
product to people
Key Activities
• The key activities my value proposition
requires includes making sure every person
using my formula leaves with their skin
feeling fresh and putting a glowing smile on
their face because of this. Customer
appreciation and relationships are crucial.
The more respect the customer has for the
product, the more they are going to talk and
share with their friends. Especially the
female customer. Revenue is important as
well. The more income, the more money I
have to spend on the product. Using all
natural ingredients in my makeup with a
formula that includes at least a SPF 15 is
essential to my product.
Key Resources
• Key resources that my value proposition
require include: Brand labeling of the
product, a catchy but classy slogan and a way
to have a product tester grand opening so
people have the chance to sample the
products.
The key resource/ activity that will be the
most expensive will be my grand opening
free sample parties.
Designed by: Shekainah Glory Bermillo
Value Propositions Customer Relationships Customer Segments
• Focusing on giving a high quality make up • By meeting their needs and demonstrating • For the Millennials
products that they can rely on our product
• We discover because we learn and identify
the needs of prospects and share • Young women who love to see themselves
• We assist customers when they are having information to meet their needs. beautiful.
problems selecting a suitable product or hue
for their skin. The relationship that the target customer
expects me to establish is one where my
customer feels safe and secure to use my • Those who are aware of current social media
trends
product.
• Supplying a set of items and
recommending a nice product for their skin
• Ensuring the product's affordability,
dependability, and long-term viability
Channels
• Online store (shopee , Lazada , and Official
online website store)
• Product preliability and perpetuations.
• Email
• Online store
 Cost Structure Revenue Streams
• Research and development • The values my customers are willing to pay include their value of loyalty and trust with the product. They are willing to
pay full cost for my product. Therefore, it will be very rare for my products to go on sale. They recently pay with their
• Marketing own salary and earnings or their husbands/parents.The revenue stream contributes to the full price of all the products
plus some leftover for benefits in salaries for my employees.
• Logistics

Manufacturing

STRATEGY CANVAS
 Eliminate Raise
 Harmful ingredients  High Quality product
 Over Production  Service
 Stop testing the product on animals  Social Media Promotions

Reduce Create
 Product reject  New high quality product
 Plastic Bags  Create natural & organic make up
 Cardboards  New branch
 Paper
DESIGN THINKING

I altered the maybelline make-up container to light colors because I

observed they only use bright colors. Women nowadays analyze not only
the product but also the package.