‘Maybelline New York’

Introduction:
Maybelline is a US private care, beauty, and perfume US multinational business enterprise.
Thomas Lyle Williams became the founding father of Maybelline, and he laid the muse of the
private care business enterprise in 1914. The headquarters of the business enterprise is in
Manhattan, New York. Maybelline hooked up withinside the United States that may be a
subsidiary of the French cosmetics conglomerate Loreal. Maybelline has been in commercial
enterprise for over a century, with roots courting again to 1912. Maybelline’s primary services
and products are Eyelashes, Mascara, Liquid Eyeliner, Eye Primer, Marker Eyeliner, Cream &
Gel Eyeliner, Eye Pencil, False Eyelashes, and plenty of different merchandise withinside the
class of Eyes, Hairs, Skin, Fragrance, Bundles, Nails, Face, and Lips. L’Oréal has been the figure
business enterprise of Maybelline considering that 1996. Maybelline New York is popularly
referred to as the primary beauty logo withinside the world, and it's miles to be had in over 125+
nations and that they had been widely known for the aggregate of technologically superior
components as in step with fashion expertise. Their Mission is to provide cosmetics merchandise
of innovation, accessibility, and in much less effort. Their imaginative and prescient is to emerge
as the primary logo withinside the beauty enterprise throughout the globe.

SWOT Analysis of Maybelline

Here’s the swot analysis of Maybelline as follows:

1. Strengths of Maybelline:
The term Strength defines what are the bounty resources the company possesses, the
benchmarking performance of the firm, and the talented Employee skills.
  Economical:

Maybelline is one of the top cost-efficient companies in the personal care industry. The cost-
efficient production, supply chain, and distribution system allow the company to offer cosmetic
and beauty care products to the customers at an economical price range.

 Social Media: 

Though Maybelline was established in 1915, they stepped into social media in 2006, which
shows that they were aware of the future developments and conducted various campaigns
through YouTube.

 Product Quality:

Each Maybelline product is checked for quality and consistency to maintain their topmost quality
benchmark standards.

 Availability: 

Maybelline Products are available in over 130+ countries and their brand is well-recognized by
people and it has a good reputation. 

 Affiliated with Loreal: 

Maybelline had affiliated themselves with the Loreal company who was the top player in the
cosmetics industry. This association had created huge repetition and trust among the consumers.

2. Weakness of Maybelline:
The term Weakness states what areas the company lacks in and where their performances aren’t
up to the mark. Even though the Brand is too popular the industry has high competition thus it
has a low market share.

 Competition:
 The beauty and cosmetic products industry has become very competitive in recent years.
New brands and new products are decreasing the market share for every brand. Therefore,
it’s also impacting the market share of Maybelline.

 Use of Chemical:

During the laboratory testing Maybelline had claimed that its products have a variety of
chemicals in them.

 Poor Product Differentiation:

Lakme has multiple choices for a single product category, but the consumers aren’t given
product differentiation between one among others thus it leaves them in frustration. 

 Not For Sensitive Skin:

People who have sensitive skin can get allergic infections due to the use of cosmetic products.

3. Opportunities of Maybelline:
The term Opportunities states what are the available ways that the firm can utilize and convert
them into strengths.

 Change in buying Behavior: 

People across the globe don’t feel shy or awkward to wear makeup in public and they are open to
the trends to such usage. Women are highly literate and they are aware of the trends which is the
biggest advantage to the cosmetic industry.

 Parent Brand:

As we know that Maybelline is the subsidiary brand of L’Oreal since 1996. L’Oreal is also the
world’s top brand in the cosmetic and beauty products manufacturing company. Therefore,
Maybelline should utilize all the resources and take full advantage of the parent company’s brand
name and resources.
  Professional Women:

The numbers of professional women have been increasing in various industries. It has increased
the demand for professional attire for women. Since Maybelline is already running its business in
the beauty and personal care industry, now it should target businesswomen.

 Personalised Product:

Just like everyone is different and everyone’s needs and requirement of personal care products is
also different. Nowadays, people want customized services and even they’re willing to spend
extra money for them. Maybelline should offer customized and personalized services to the
customer.

4. Threats of Maybelline:
Threats are known as uncertain factors that could severely affect the organization. The firm must
be well prepared to face the threats and turn them into opportunities. 

 Economic Crisis: 

Whenever there occurs an economic crisis and pandemic situation the people involved in
cosmetic products become too low and most of them don’t even look into it at  such times 

 Negative Publicity: 

It is showcased that most cosmetic companies show false advertising such as improvement in
skin tone. A wide range of people say that these cosmetic products are against culture, cause ill
effects on health and skin, and they aren’t natural.

 Substitute:

The market is full of substitute products and they all are offering the same products. Therefore,
customers waste no time choosing the substitute product.

 Legal factors: 
Companies highly face legal issues such as false-claiming products, poor quality products, and
the court may levy high fine amounts on the company if proven. It may force companies to
follow the zero-chemical cosmetics and may ban chemicals usage on cosmetics. 

Conclusion:
After a careful study of the swot analysis of Maybelline, we’ve concluded that Maybelline is
indeed the world’s leading cosmetic and personal care product manufacturing company. The
usage of chemicals, animal testing, substitute products, pandemic of covid-19, economic
recession, and new trends are some of the main challenges. Maybelline should exploit the latest
trend and offer organic products and change the chemically tainted brand image.

References:
https://iide.co/case-studies/swot-analysis-of-maybelline/

https://swotandpestleanalysis.com/swot-analysis-of-maybelline/