Maybelline Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Maybelline analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Maybelline marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Maybelline.

Let us start the Maybelline Marketing Mix & Strategy:

Maybelline Product Strategy:

The product strategy and mix in Maybelline marketing strategy can be explained as follows:

Maybelline is a leading cosmetics brand which has a strong presence across the world. Maybelline has a wide product portfolio offering for its customers. The product offering in its marketing mix covers products for eyes, lips, skincare etc. Some of the most popular products by Maybelline are as mentioned below:


• Maybelline Eyeshadow – Cream, Palette, Pressed (Classic), Smokey

• Mascara – Curling, Lengthening, Smudge proof, Volumizing, Waterproof, Fiber

• Eyeliner - Liquid Eyeliner, Gel Eyeliner, Waterproof Eyeliner And Pencil Eyeliner

• Brow - Brow Precise Micro Pencil, Brow Drama Pomade Crayon, Brow Precise Fiber Volumizer Eyebrow Gel, Brow Drama Pro Palette


• Foundation - Anti-Aging, Creamy, Liquid, Long-Wear, etc

• Powders, Concealer

• Blush And Bronzer

• Primer


• Maybelline Lipsticks

• Lip Balms & Lip Gloss

• Lip Liner


• Brushes - Expert Tools Eye Shadow Brush, Expert Tools Face Brush, Expert Tools Lip Brush, Expert Tools Angled Definer Brush, Expert Tools Blush Brush, Expert Tools Brush N' Comb, Gigi Hadid Eyeshadow Brush, Gigi Hadid Eye Contour Brush

• Makeup Tools - Expert Tools Eyelash Curler Refills, Expert Tools Slant Tip Tweezer, Expert Tools Eyelash Curler, Dream Blender, Expert Tools Dual Sharpener

• Removers - Expert Eyes 100% Oil-Free Eye Makeup Remover, Expert Eyes Moisturizing Eye Makeup Remover, Superstay Eraser Lip Color Remover.

This completes the entire product offering for Maybelline brand.

Image: company website

Maybelline Price/Pricing Strategy:

Below is the pricing strategy in Maybelline marketing strategy:

Maybelline is a premium product and targets to the affluent urban female and working-class women as well as teens and young adults from upper class society.

The prices are high and they are considered as luxury items in USA. Maybelline products are available in the range of $10 to $100 depending on the kind of product. Thus premium pricing strategy in its marketing mix helps the brand serve a niche customer which its high quality product-line.

Maybelline Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Maybelline SWOT Analysis, STP & Competitors

Maybelline Place & Distribution Strategy:

Following is the distribution strategy of Maybelline:

Maybelline does not sell its products directly. They distribute their product through retailers in the mass markets, drug stores, and other malls and supermarkets.

The customers can choose from the myriad of products and shades as per their preference on the Maybelline company website and either buy from online retailers or they can use the store locator facility on the website which uses the zip codes to find the nearest store where the selected product is available.

Maybelline Promotion & Advertising Strategy:

The promotional and advertising strategy in the Maybelline marketing strategy is as follows:

Maybelline provide discount coupons and promotions in local magazines and newspapers. The customers can also sign in for their newsletter which will be mailed to the inbox of the customers with the relevant offers and promotions as well as available new products. Maybelline uses all possible media channels to promote and advertise its brand. TVCs, online ads, print media are uses effectively by Maybelline to promote the entire product portfolio. Various global events, shows, beauty pageants are organized by the brand. Hence this completes the marketing mix of Maybelline.

About Maybelline:

Maybelline is a makeup brand based out of US and has its operations throughout the world. It belongs to the French cosmetic company known as L’Oréal. In 1915, a young entrepreneur created the Maybelline company. He got the idea from his sister named Mabel who was using household stuff to create make up in an innovative way. He used his knowledge of chemistry to develop beauty products and named the company after his sister to honour her.

Maybelline were the first company to develop mascara which was one of the first eye makeup product to be produced commercially. In 1996 the Maybelline company was sold to L’Oréal which was a strategic decision to get entry into large markets.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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