Marketing research: Maybelline in China

Maybelline was the invention of an American chemist, T.L.Williams, who named the product after his sister Mabel and the word Vaseline. In 1917, Maybelline Cake Mascara, the world’s first eye makeup, was born. Now, it has developed into a legendary global cosmetics industry pioneer. In over 90 countries and cities in the world, Maybelline has become the first one whose target consumer group is females only.

Now, it has a wide range of products, including eye creams, skin care products, cosmetics, nail polish, lipstick, eyebrow pencil, and mascara cream, etc. It is also a leading character of the world’s fashion circle. Christy Turlington, the famous model, Vogue queen in China, Anna Wang, are both its spokeswomen. Also, it has cooperated with Vivi Jiang(江映蓉) and Zhang Ziyi(章子怡).

China Market: where Maybelline is welcomed

Maybelline entered China market at a relatively earlier stage, compared with other brands. Its formal entering took place in year 1995, when it received universal welcome due to its high quality and easy to accept prices. Now, it has thousands of outlets in over 100 cities in China. In 1997, it was honored ‘the good