Maybelline New York, a free spirit
Through its makeup products, Maybelline New York conveys a lifestyle full of passion and freedom which has been successfully embraced worldwide.
A brand devoted to diversity
Maybelline New York may be over a hundred years old, but it continues to hold special appeal for young consumers. This accessible brand offers a range of high-quality products for all women while defending important values – diversity, inclusion and open-mindedness – to embody bold and radiant femininity. Fit Me! foundation perfectly exemplifies this mission: it targets young women looking for a perfect complexion, and is available in 35 shades, from very light to dark, to encompass a wide range of beauty aspirations. The product has met with remarkable success worldwide.
Convinced by the brand’s vision and its high-quality products, young women are lapping up the brand’s products and recommending them to others, particularly on social networks, a key channel of communication for Maybelline New York.
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N°1
global makeup brand
Global fame
Maybelline New York’s values – style, fashion and independence – have been successfully embraced worldwide. But the brand still takes its inspiration and energy from New York. The Big Apple is ubiquitous in the brand’s communication, events and pop-up stores such as the Maybelline House during New York Fashion Week. In fact, the city even plays a role in product design. For example, the Superstay Matte Ink City Edition has come up with new shades inspired by the city’s hues.
Thanks to this vibrant identity and star products like Superstay Matte Ink and Fit Me!, the brand has proved very successful in both developed and emerging markets.
Leonardo Chavez, General Manager Maybelline New York and Deputy General Manager Trisha Ayyaggari explain the brand’s strategy and the reasons behind its success:
Leonardo Chavez and Trisha Ayyagari
General Manager Maybelline New York and Deputy General Manager
