Maybelline differs from its competitors because of their message that they portray. They are the only cosmetic brand to embrace the New York lifestyle as an attitude of their company, meaning they are trying to come across as on-trend and edgy.
Alongside its other drugstore competitors, Maybelline products mix bold and eye-catching graphics in their packaging and advertisements, almost always featuring a current model or spokesperson. Since they pride themselves in going from the “catwalk to sidewalk,” their advertisements also speak for themselves when trying to reach the confident consumer who wears Maybelline products to make an impact. Since they pride themselves in going from the “catwalk to sidewalk,” their advertisements also speak for themselves when trying to reach the confident consumer who wears Maybelline products to make an impact.
As for the products themselves, Maybelline is constantly coming out with new products that test new packaging and formulas while remaining affordable. Unlike other brands, Maybelline mixes up design elements on their products such as fonts and colors.
The “maybe it’s Maybelline” slogan has been embedded in the heads of people around the globe if they have ever seen a television advertisement. This message shows that maybe a woman’s beauty is natural.. but really they are using Maybelline products to emphasize their natural assets in order to create confidence. This has been a constant in the brand’s image by staying consistent in creating confidence that they believe women should exude through their products.The image they are trying to portray differs from competitors because they are the most contemporary/edgy/cutting edge. As mentioned earlier, this can be seen through advertisements and design elements. Other brands target consumers through sex appeal (Revlon) or a certain lifestyle (Rimmel London). Maybelline puts the emphasis on using their products in order to empower women.
Here is myPinterest board showing the contrast between the two brands using images! I wanted to focus on Revlon as Maybelline’s main competitor because out of the brands I had listed in my previous post, Revlon was one that also has a good reputation, is based in the United States, has a large following of the similar consumer, and follows a few similar values.
