“MAYBELLINE FIT ME FOUNDATION”

A Marketing Analysis Paper

Submitted by

Maybelline Group – ABM 12 - C

Members

Aloise C. Nuevo

Cloewe D. Edemburgo

Jillian J. Duetes

Jimena B. Charise

Honey Babe J. S olito

Rhama Marie C. Urbano

Submitted to

Johanna Thea Lupo

Subject Instructor

March 2023
Introduction
Maybelline Fit Me Foundation is a renowned beauty product that has become
a staple in the world of makeup for its exceptional qualities and inclusive approach.
Developed by Maybelline, a leading brand in the cosmetics industry, the Fit Me
Foundation is designed to cater to a diverse range of skin tones and types, providing a
seamless and natural-looking finish.

Features:
 Extensive Shade Range: One of the standout features of the Fit Me
Foundation is its extensive shade range, ensuring that individuals of all
skin tones can find a perfect match. With a variety of undertones, from
warm to cool, the foundation allows users to customize their makeup to
suit their unique complexion.
 Buildable Coverage: The formula of the Fit Me Foundation is known
for its buildable coverage. Whether you prefer a light, natural look or a
more full-coverage finish, this foundation adapts to your preferences,
allowing you to achieve the desired level of coverage without feeling
heavy on the skin.
 Matte and Dewy Finishes: Maybelline Fit Me Foundation offers
options for both matte and dewy finishes. This versatility caters to
different skin types and preferences, providing a matte look for those
who prefer a shine-free finish and a dewy option for a radiant glow.
 Oil-Free Formula: The foundation boasts an oil-free formula, making
it suitable for individuals with oily or combination skin. The
lightweight texture helps control excess oil while still providing
hydration, ensuring a comfortable wear throughout the day.

Target Market:

Maybelline's target market is diverse and inclusive, focusing on women aged

15 to 45 but extending its appeal to all ages and backgrounds. The brand particularly
emphasizes its connection with the younger demographic, recognizing the trend of
makeup experimentation starting around the age of 16. Maybelline's marketing
strategies and product range cater to the evolving preferences and needs of this
younger audience. Beyond age, the brand is committed to celebrating diversity
globally, offering an extensive range of products and inclusive marketing campaigns
that resonate with women of all ages and ethnicities. Maybelline's goal is to empower
and instill confidence in every woman, embracing the uniqueness of individual
beauty.
Marketing Principles:
 Segmentation, Targeting, and Positioning (STP): Maybelline Fit Me
Foundation caters to a diverse audience in terms of age, ethnicity, and
skin tone. Through a wide shade range, it targets individuals seeking
inclusive and personalized makeup solutions.
 Product Differentiation: Maybelline Fit Me Foundation differentiates
itself by offering a variety of finishes (matte and dewy), buildable
coverage, and an extensive shade range. This allows consumers to
choose products tailored to their preferences and skin types.
 Brand Awareness: Maybelline Application: Maybelline has built a
strong brand image associated with affordable yet quality cosmetics.
The Fit Me Foundation contributes to this image by aligning with the
brand's commitment to inclusivity and diverse beauty standards.
 Consumer Engagement: Maybelline Application: Maybelline actively
engages with consumers through social media platforms, encouraging
user-generated content, makeup tutorials, and showcasing diverse
beauty looks created with Fit Me Foundation. This fosters a sense of
community and connection.
 Distribution Strategy: Maybelline ensures the widespread availability
of Fit Me Foundation through both traditional retail outlets and online
platforms. This dual distribution strategy enhances accessibility for
consumers.
Marketing Goals

 Inclusivity:
Maybelline Fit Me Foundation may aim to position itself as a brand
that caters to a diverse range of skin tones and types, promoting inclusivity in
beauty standards.
 Youthful Appeal:
If the brand is targeting a younger demographic, the marketing goals
may involve creating engaging and relatable content to appeal to younger
consumers who are starting to explore makeup.
 Market Expansion:
Maybelline Fit Me Foundation might have goals related to expanding
its market share by reaching new demographics or entering new geographical
markets.
Traditional Marketing Approaches

 Television and Print Advertising:

Traditional media channels like television and print have long been
used to showcase cosmetic products, including foundations. Advertisements in
magazines, TV commercials, and billboards can reach a wide audience.

 In-Store Promotions:
In-store promotions are vital for cosmetic sales, despite online
shopping growth, providing benefits like physical interaction for customers to
test products, fostering trust. Immediate gratification from in-store purchases
is appealing, especially for beauty products. Collaborations with beauty
consultants offer personalized assistance, enhancing the shopping experience
and fostering loyalty. In-store promotions also boost brand visibility through
displays and special offers, attracting potential customers and driving sales.

 Celebrity Endorsements:
Associating the product with well-known celebrities or influencers in
the beauty industry is a classic marketing tactic. Celebrities can help create a
positive image and influence purchasing decisions.

Contemporary Marketing Approaches

  Social Media Marketing: With the rise of social media, brands can engage
with their audience directly. Maybelline Fit Me Foundation may leverage
platforms like Instagram, Facebook, TikTok, and YouTube to share tutorials,
user-generated content, and engage with customers.
 Influencer Collaborations: Partnering with beauty influencers and makeup
artists on social media can amplify the product's reach. Influencers can provide
authentic reviews, tutorials, and demonstrations to their followers.
 Content Marketing: Creating valuable content, such as blog posts, articles,
and videos, that addresses beauty concerns, makeup tips, and trends can
establish Maybelline Fit Me Foundation as an authority in the beauty industry.
 E-commerce Integration: As online shopping continues to grow, ensuring a
strong online presence, easy product accessibility through official websites or
e-commerce platforms, and leveraging online promotions become critical.
 User-Generated
Content (UGC): Encouraging customers to share their experiences and
makeup looks using Maybelline Fit Me Foundation can create a sense of
community and authenticity around the brand
Example:

Costumer Relation

Maybelline Fit Me foundation is a popular choice among customers due to its

wide range of shades and affordability. To maintain excellent customer relations and
service for this product, Maybelline should offer a comprehensive shade matching
service both in-store and online. By providing personalized recommendations based
on the customer's skin type and concerns, they can ensure a tailored experience for
each individual. Offering samples for customers to try before purchase can also instill
confidence in their decision and minimize returns. Addressing customer concerns
promptly and effectively through a dedicated customer service team is crucial for
maintaining customer satisfaction. Engaging with customers on social media
platforms can help build relationships, provide helpful tips, and create a sense of
community around the product. By focusing on these key areas, Maybelline can
ensure a positive customer experience with their Fit Me foundation, leading to
increased customer loyalty and satisfaction.
Market segmentation
 Market segmentation is crucial in the beauty industry as it allows companies to
target specific consumer groups with tailored products and marketing strategies. By
understanding the unique needs and preferences of different segments, companies can
maximize sales and customer satisfaction. Effective segmentation leads to increased
brand. The following are market segmentation of Maybelline Fit Me Foundation:
 Skin type - One segment of the market for Maybelline Fit Me
Foundation includes individuals with oily or combination skin who are
looking for a dewy or matte finish.
 Coverage preferences - This segment consists of consumers who are
looking for medium-full coverage foundation that feels lightweight on
the skin.
 Undertones - This offers a wide range of shades with different
undertones such as warm, cool, and neutral, Maybelline can appeal to a
broader audience and meet the unique needs of each individual. This
approach allows the brand to connect with consumers on a personal
level and create products that enhance their natural beauty.
Macro- and Micro-Environment Analysis

Macro environment

1. Economic factors.
With the rise of online shopping and e-commerce platforms, Maybelline may
need to adjust its distribution channels to reach more customers. Additionally,
changes in consumer spending habits due to economic downturns or recessions could
also impact sales of their foundation products.

2. Social environment.
Trends and cultural influences play a significant role in shaping consumer
preferences and attitudes towards beauty products. By staying attuned to these
changes, Maybelline can better tailor their marketing campaigns and product offerings
to meet the demands of their target audience.

3. Technological advancements
In makeup formulations and application techniques can also impact the
demand for Maybelline foundation.

4. Political Factors

Regulations on cosmetic ingredients and advertising can affect how the

product is marketed and sold.

Micro environment
1. Competitors
By studying what other brands are offering in terms of foundation products,
Maybelline can identify areas where they can improve and differentiate themselves
from their competition.

2. Suppliers and Distributors

By working closely with these partners, the company is able to ensure
consistent product quality and availability in stores.

3. Target market
Understanding the needs and preferences of their customers will help
Maybelline tailor their products to better meet consumer demands

Market Research

Maybelline’s marketing strategy revolves around embracing diversity,

empowering individuals, and emphasizing the quality and aspects of its products. The
brand recognizes that beauty comes in all forms and aims to cater to a wide range of
consumers, irrespective of their age, ethnicity, or body type. By positioning itself as
an inclusive brand, Maybelline has successfully connected with diverse audiences and
created a sense of belonging and empowerment. For example, it worked with
influencers from the LGBTQIA+ community, and it is not among the brands
producing skin products only within the light range. Maybelline is known for its
diverse range, catering to all skin tones.

Importance

Marketing and advertising campaigns are very important for Maybelline. They
play a vital role in creating awareness, in revitalizing the brand after a time which also
helps in creating brand loyalty. It is the best marketing strategy of Maybelline.

Steps
• Identifying the Weakness and Opportunity

Understand the company's opportunities and weaknesses that could affect the
business.

• Research Objective
 Establish objectives, recognize conflicting activities, direct decision-making
process components, and guarantee employee accountability within an organization

• Research Design

To provide a plan of study that permits accurate assessment of cause and effect
relationships between independent and dependent variables.

• Data collection

To compile relevant information for analysis and decision-making, produce

new ideas, track advancement, address issues, and add to the corpus of knowledge
already in existence

• Data analysis

Allows companies in utilizing data to make choices, streamline operations,

and obtain a competitive advantage. By transforming unstructured data into valuable
insights, data analysis enables businesses to recognize opportunities, reduce risks, and
improve overall performance.

• Monitoring and Evaluation

To observe the overall performance as well as the company's and products

current state. It can additionally help you identifying the needs and desires of the
target market

Consumer and Business Market

Maybelline is widely recognized as a leading global brand catering exclusively

to women aged 15 to 45, encompassing individuals from diverse backgrounds. In
recent years, the brand has embraced a more inclusive approach, appealing to women
of all ethnicities. With a strong focus on the 16 to 45 age group, Maybelline offers a
comprehensive range of products tailored to meet the diverse needs and preferences of
its target demographic. The brand's extensive product line caters to women of all ages,
employing effective marketing strategies to ensure relevance and appeal to a broad
spectrum of consumers.

Conclusion
 In conclusion, Maybelline Fit Me Foundation stands out in the beauty industry
for its inclusive approach, extensive shade range, and versatile formulas. With a
commitment to celebrating diversity and empowering women of all ages and skin
tones, Maybelline has positioned itself as a leading brand in the cosmetics market. By
leveraging traditional and contemporary marketing approaches, engaging with
customers through personalized experiences, and staying attuned to macro and micro-
environmental factors, Maybelline can continue to meet the evolving needs of its
target market and maintain a strong presence in the beauty industry. The success of
Maybelline Fit Me Foundation is a testament to the brand's dedication to providing
quality products that enhance individual beauty and instill confidence in every
woman.
References

https://iide.co/case-studies/marketing-strategy-of-maybelline/?
fbclid=IwAR3s3UsigejHwTQy9nXiaJa9aSnKBsAtQlPt7EkJl38RdHcVjz0e10
eLJ4E

https://www.maybelline.com/face-makeup/foundation-makeup/fit-me-matte-poreless-
foundation?variant=Warm+Sun

https://digitalagencynetwork.com/marketing-strategy-and-advertising-campaigns-of-
maybelline/