Maybelline Inc.: About Face

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment.



Hennessy, J., Carter, J., Carter, J. and Tybout, A. (2017), "Maybelline Inc.: About Face", Kellogg School of Management Cases.

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