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BRANDINGSTRATEGYSTUDIES

Sruthi Ajith Nair

Selection of two brands

The beauty industry has seen a phenomenal boom in the past few years. Millennials and Gen-Z are often seen as being the key drivers for this growth. Articles written on this trend cite a focus on how ’’self-care’’ acts as a coping method against a difficult political and economic climate (Ketabchi, 2019). In this competitive landscape, the success of a brand is tied to its ability to captivate consumers through effective branding strategies. Maybelline and Covergirl, are some of the most recognizable brands in the cosmetics realm with both headquarters located in New York, USA. They have long been associated with glamour, innovation, and cultural influence. This report will delve into the world of beauty branding, studying and comparing the approaches employed by both organizations.

Maybelline is an American make-up brand sold worldwide in 129 countries now owned by French company, LÓreal. It was started in 1915 by Tom Lyle Williams who invented the product mascara by noticing his sister Maybel applying

Vaseline and coal dust to her lashes to make them look darker and fuller. Though the company started by creating eye make-up products till the 1960s, through its acquisition by LÓreal started venturing out to producing other products like nail paints, lipsticks, and foundation. Maybelline today is a leader in the beauty cosmetic industry, due to its affordable and wide range of products that are of superior quality and unique colour offerings for all skin tones. Maybelline’s mission statement is ‘’to offer innovative, accessible, and effortless cosmetics for every woman,’’ launching campaigns aimed at supporting young women, femme-presenting people, and others who use the brand.

CoverGirl is a beloved American brand that encourages authenticity and selfexpression through beauty. Born in 1961, it was started by Noxzema Chemical Company of Baltimore, selling two medicated cosmetics that included liquid makeup and compressed powder. Since they used components previously used in their skin cream, gained popularity because CoverGirl was ‘really good for skin ’ and ‘better than not using make-up at all’. The products were targeted at teenagers and young women, and sold at drug stores and grocery stores making them more affordable and accessible. In 1997, CoverGirl launched its famous slogan by which they are still recognized today ‘’Easy, breezy, beautiful….”, implying the products would help its customers achieve a natural look. It was acquired by Procter & Gamble in 1989 and later acquired by Cot, Inc. in 2016.

Image 1: Maybelline logo (Maybelline, 2019)

Image 2: Covergirl logo (Covergirl, 2019)

Image 3: Timeline of Maybelline and Covergirl (CosmeticsandSkin, n.d)

FIG1.

As of 2022, Maybelline under L’Oreal is the leading beauty manufacturer worldwide. (Statista, 2022)

SUCCESSOFMAYBELLINE

Maybelline’s commitment to innovation and the introduction of groundbreaking products like mascara, and eyebrow pencils, contributed to its success in the 90s. They featured prominent models in commercials like Christy Turlington and included various forms of advertising, from newspapers, and radio to television. One of the most famous ad slogans of all time was introduced by Maybelline in 1990

‘’Maybe she’s born with it. Maybe it’s Maybelline’’ (Wischhover, 2015). Its acquisition by L’Oreal in 1997, helped its expansion in more regions, reaching out to a larger audience and helping the brand gain a larger market share.

The brand stands for embracing diversity, empowering individuals, and putting emphasis on the quality of its products. They recognize beauty comes in all forms and strive to cater to a wide range of consumers, irrespective of their age, ethnicity, or body type. Positioning as an inclusive brand, they have successfully connected with diverse audiences by working with influencers and the LGBTQIA+ community by not producing skin products for only a light range (Cezim, 2023).

Image 4: (Maybelline website, 2023)

RISEANDFALLOFCOVERGIRL

The reason for their success in the 90s is owed to their SSC&B television and print advertising campaign. The Cover Girl campaign is described as ‘ The campaign made stars of models’’ (Flaherty, n.d) by using named models in advertising leading to the development of the concept of ‘supermodel’. The use of these models across print, radio, and television helped elevate their status and turned. Some of the notable names are Jennifer O’Neil, Cybill Shepherd, and Cheryl Tiegs. Unlike the ‘’made-up’’ looking fashion models shown in advertisements in the 90s, CoverGirl demonstrated a fresh, wholesome look, appealing to younger consumers. The advertisements showed girls that embodied a ’’ girl-next-door ’’ look that the brand is associated with. The launch of their famous slogan in 1997 helped increase their sales and audience further. In the 2000s they used influential celebrities like Drew Barrymore, Ellen DeGeneres, Rihanna, Taylor Swift, etc.

Following its acquisition by Coty Co. in 2016, the brand has struggled to remain relevant in recent years because young consumers are discovering new brands on social media and looking for make-up outside of drugstores and mass retailers (Thomas, 2021). In efforts to modernize their brand from October 2017, they ditched their signature tagline for ‘’I am what I make up ’ , opening a Times Square flagship store and signing on brand ambassadors like Ayesha Curry and Maye Musk. This did not resonate well with their existing consumers who couldn’t recognize the brand that they once loved, resulting in a decline in sales by 5% in 2018 and a shelf-space loss in mass retailers like CVS in 2019. The rebranding faced challenges balancing the brand’s heritage and modern empowerment and inclusivity (Sandler, 2019). Another reason is traditional makeup brands have experienced a decline in sales due to the entry of younger, digitally savvy companies like e.l.f and also a 42.7% increase in independent brands (Schiffer, 2017). In 2021, there was a lawsuit filed against the company for falsely advertising their “TruBlend Pressed Powder” as safe for use, when they contain harmful chemicals that are likely to cause thyroid problems and immunotoxic side effects (Mass, 2022). This has further aided the decline of the brand's reputation.

Image 5: (Covergirl Pinterest, 2023)

KAPFERER'SBRANDIDENTITYPRISM

Physique

Maybelline being over 100 years old has produced several iconic logos. They constantly update their visual identity to consistently connect with their consumer base. They have experimented using different typography styles over the years, overall taking a minimalistic approach (Peate, n.d). Maybelline's iconic ''M'' logo, vibrant and modern packaging, and innovative product designs contribute to the brand's identity.

Covergirl logo as seen in the first packaging features a gold colour palette making it very chic and feminine. In 1999 they took a minimalistic approach keeping it modern yet elegant. The redesigned logo in 2017 transformed it into a more modern geometric bold style (1000 logos, 2022). Their packaging design is clean and sleek, reflecting a contemporary aesthetic.

Image 6: Evo ution of Maybell ne logo (Fabr kbrand, n d)

Image 7: Conscious Together Campaign (Maybel ine webs te 2023)

Image 8: Maybell ne products (Allure, 2019)

Image9: Evolution of Coverg rl logo (1000logos 2022)

Image10 Covergirl products (Treehugger, 2022)

Image 12: Covergirl products (Beautypackaging 20221

KAPFERER'SBRANDIDENTITYPRISM

Personality

Maybelline is affiliated with a bold and confident personality. They can be perceived as gender-neutral.

Covergirl exudes a spirited positive personality in its brand. Someone feminine and elegant.

Culture

Maybelline embraces diversity, empowerment and self-expression of all women and the LGBTQIA+ community. They believe in embracing one’s uniquene uniqueness.ss.

Covergirl has repositioned itself in its commitment to celebrating authenticity and inclusivity through its diverse range of spokespeople.

Image 13: Ryan Vita, TikToker (Maybe line Instagram, 2023)

Image14: F t Me Campaign (Fashionins ght, 2018)

Image 15: F t Me campaign featur ng Suhanna Khan (Campa gn Ind a, 2023)

Image 16 James Char es (Mirror, 2016) Image 17: Amy Deanna (Glamour 2018)

mage 18: (Medium, 2022)

KAPFERER'SBRANDIDENTITYPRISM

Relationship

Maybelline engages with its customers through its social media presence, campaigns, and, personalized product recommendations. They create platformspecific content through TikTok, Instagram, and Pinterest. They have signed brand ambassadors in India like Alia Bhatt and Suhanna Khan to appeal to the Gen-Z market in India. Collaborating with Gigi Hadid to create make-up lines inspired by her aesthetics was a huge success. Creating a Maybelline Virtual Beauty Studio which allows customers to find their perfect match products online. They have launched initiatives like ''Brave Together'' to provide mental health support to all in India.

Covergirl collaborates with celebrities who align with the brand values and represent diverse beauty ideals through their advertisements and campaigns. Their website offers an extensive catalog and beauty tips boosting their online presence. As part of their #IAmWhatIMakeup campaign, they featured Amy Deanna, a model with vitiligo. Also included in the campaign are 69-year-old Maye Musk and Nura Afia, their first Covergirl in a hijab to emphasize their stand on diversity and inclusivity.

Image 19: Virtual Beauty Stud o ( IDE, 2023) Image 21 A ia Bhatt (Pinterest, n d)(

Image 20 Brave together campaign (Maybeline, 2023)

Image 22: Gig Hadid x Maybelline (Bus ness outreach,2023)

mage 23: Collaboration w th Star Wars (Dig day, 2015)

mage 24: Nura Afia (The New York Times 2016)

mage 25: #IAmWhatIMakeUp Campaign (Global cosmetics news, 2017)

KAPFERER'SBRANDIDENTITYPRISM

Reflection

Maybelline reflects beauty, confidence, and boldness. They are trendsetters.

Covergirl represents an aspirational lifestyle, where makeup is a tool for self-transformation. Generally associated with a clean and fresh aesthetic.

Self-image

Maybelline wants women to feel like they can achieve anything. The products are aimed at transforming individuals into influencers of style who are empowered and not afraid to take action.

Covergirl wishes their consumers to view makeup as a way of embracing their unique features and natural beauty

Image 26: Maybelline Ad (Business Insider 2013)

Image 27: Maybelline Aesther c (Dealtown, 2023) Image 28: Jennie from B ackp nk (Pinterest, n.d)

mage 29: Lili Re nheart for Covergirl 'Self- ove' Campa gn (Stylecaster, 2020)

mage 30: Trublend foundation product poster (Covergir , 2023)

Maybelline's target audience is women between 14-45 years. It has a wide product portfolio covering cosmetics for the eyes, face, lips, and nails. Their most iconic product is ''Great Lash BIG Washable Mascara''. Due to the competitive nature of the market it manages to stay relevant by releasing new products based on trends. Many beauty companies have been penalized with the concern of not having enough products for darker skin, Maybelline is one of the few brands that offer products suitable for the darker skin tone.

MARKETINGMIX:4PS

Marketing Mix is a model that includes activities involved when a company launches a product in the market.

Covergirl's product development is driven by innovation and understanding consumer needs. They cover a wide portfolio including face, eyes, lips, and skincare. Their most iconic product is their ''Last Blast Volume Mascara''. They are also cruelty-free products and were Leaping Bunny certified by Cruelty-Free International.

Image 31: (Sonai c ous, 2015) mage32: (Maybel ine, 2023)

Image 33 (Pinterest, n d)

Image 34 (eBay, n d)

Image 35: Covergirl products (Byrdie, 2021)

Image 36: (Global cosmetics industry, 2022)

Image 37: (Coverg rl, 2023) (P nterest n d)

Fig2. Perceptual map with competitors (Choo, 2015)

Image 38: Vira CGI Campaign (T ktok, 2023)

Image 40: Collaboration w th NFL (Cosmopolitan, 2014)

Image 39: Jada Irene (TikTok, 2021)

REFERENCES

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Lombard, C. (2018) The Brand Identity Prism and how it works. Available at: https://howbrandsarebuilt.com/the-brand-identity-prism-and-how-it-works/.

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Thomas, S. (2023) Maybelline Marketing Strategy & Ads - The Biggest Cosmetics Brands. Available at: https://avada.io/resources/maybelline-marketing-ads.html.

Wischhover, C. (2015) 100 Years of Maybelline Ads Show How Little Has Changed in Beauty. Available at: https://fashionista.com/2015/05/maybelline-100-year-anniversary [Accessed 13 Nov. 2023].

Pinterest, (n.d.). ✨NEW✨ TruNaked Eyeshadow Palettes | Covergirl, Makeup tips, Eyeshadow palette. Available at: https://www.pinterest.com/pin/486318459770307942/ [Accessed 16 Nov. 2023].

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1000 logos, (n.d.). Covergirl logo and symbol, meaning, history, PNG. Available at: https://1000logos.net/covergirl-logo/.

REFERENCES

flopradassy, (2023) 'Maybelline London underground CGI Ad'. [TikTok] October Available at: https://www.tiktok.com/@flopradassy/video/7254045559546236166 [Accessed 16 Nov. 2023].

Maybelline, (2023) Great Lash Mascara | Conditioning Mascara | Maybelline. Available at: https://www.maybelline-me.com/en-gcc/eyes/mascara/great-lash-mascara [Accessed 16 Nov. 2023].

Maybelline, (2023) 'Maybelline partner post with Ryan Vita'.[Instagram] July Available at: https://www.instagram.com/p/Cum9o0Mp21b/? utm_source=ig_embed&utm_campaign=embed_video_watch_again [Accessed 16 Nov. 2023].

Jada Irene Collins, (2021) 'Covergirl foundation promotion'. March Available at: https://www.tiktok.com/@jadacmakeupartistry/video/6945208351919770886 [Accessed 16 Nov. 2023].

Covergirl, (n.d.) Lash Blast Volume Waterproof Mascara. Available at: https://www.covergirl.com/eyemakeup/mascara/lash-blast-volume-waterproof-mascara [Accessed 16 Nov. 2023]

Covergirl, (n.d.) Makeup Collections. Available at: https://www.covergirl.com/collection-makeup [Accessed 16 Nov. 2023].

Dealtown, (2023) Maybelline, we dropped a new collection! �� ✨ - Maybelline. Available at: https://deal.town/maybelline/maybelline-we-dropped-a-new-collection-F3E2LEZ79 [Accessed 16 Nov. 2023].

Pinterest, (n.d.) Maybelline bridal makeup kit | Maybelline, Makeup kit, Banana setting powder. Available at: https://in.pinterest.com/pin/560346378646014285/ [Accessed 16 Nov. 2023].

Campaign India, (n.d.) Maybelline New York India appoints Suhana Khan, Ananya Birla and Eksha Subba Available at: https://www.campaignindia.in/article/maybelline-new-york-india-appoints-suhana-khanananya-birla-and-eksha-subba/490114 [Accessed 16 Nov. 2023].

Fashionsight, (n.d.) Maybelline New York unveils FIT Me cast and campaign. Available at: https://www.fashioninsight.co.uk/news/maybelline-new-york-unveils-fit-me-cast-and-campaign/ [Accessed 16 Nov. 2023].

eBay, (n.d.) Maybelline The Nudes 12 Colours Eyeshadow Palette & Lemonade Craze. Available at: https://www.ebay.co.uk/itm/224669759139 [Accessed 16 Nov. 2023].

Pinterest, (n.d.) Monday Makeup Vibes | Makeup tips, Covergirl, Eyes lips face. Available at: https://www.pinterest.com/pin/318137161191683018/ [Accessed 16 Nov. 2023].

Pinterest, (n.d.) Pin by ^^ on Alia ^^ | Alia, Alia bhatt, Maybelline. Available at: https://in.pinterest.com/pin/744923594597210433/ [Accessed 16 Nov. 2023].

Pinterest, (n.d.) Pin de melanie en makeup | Productos labiales, Cuidados para el cuerpo, Lista de maquillaje. Available at: https://www.pinterest.com/pin/318137161191682968/ [Accessed 16 Nov. 2023].

Pinterest, (n.d.) Pin on Beauty. Available at: https://www.pinterest.com/pin/304767099776736458/ [Accessed 16 Nov. 2023].

Brown, N. (2020) Lili Reinhart Likes To Look Like Herself—and Considers Her Mom Her ‘Anxiety Hotline’. Available at: https://stylecaster.com/beauty/makeup/1082479/lili-reinhart-therapy/ [Accessed 16 Nov. 2023].

Crothers, J. (2016) A 17-year-old boy has been announced as the face of CoverGirl cosmetics. Available at: https://www.mirror.co.uk/3am/celebrity-news/17-year-old-boy-been-9036650 [Accessed 16 Nov. 2023].

Edwards, J. (2013) L’Oreal Pulled All These Ads Because They Used Too Much Photoshop. Available at: https://www.businessinsider.com/loreal-pulled-mascara-ads-because-of-photoshop-2013-3?r=US&IR=T [Accessed 16 Nov. 2023].

Harvey-Jenner, C. (2014) Covergirl’s NFL adverts photoshopped in protest against domestic violence. Available at: https://www.cosmopolitan.com/uk/reports/news/a29698/covergirls-nfl-ray-rice-protest/ [Accessed 16 Nov. 2023].

REFERENCES

Nast, C. (2018) CoverGirl’s New Foundation Ad Celebrates the Beauty of Vitiligo. Available at: https://www.glamour.com/story/covergirl-model-vitiligo-foundation-ad [Accessed 16 Nov. 2023].

Nast, C. (2019) Maybelline Is Launching 6 of Its Best-Selling Liquid Lipsticks in Artsy New Packaging. Available at: https://www.allure.com/story/maybelline-ashley-longshore-super-stay-matte-ink-liquid-lipstick-packaging [Accessed 16 Nov. 2023].

Outreach, B. (2023) The interesting marketing strategy of Maybelline. Available at: https://www.businessoutreach.in/marketing-strategy-of-maybelline/ [Accessed 16 Nov. 2023].

Paton, E. (2016) CoverGirl Signs Its First Ambassador in a Hijab. 9 Nov. Available at: https://www.nytimes.com/2016/11/09/fashion/covergirl-beauty-hijab.html [Accessed 16 Nov. 2023].

Picha Choo (2015) Alexander Wang Beauty - Extension Line Development. Available at: https://www.slideshare.net/pichachoo/alexander-wang-beauty-extension-line-development [Accessed 16 Nov. 2023].

Prance-Miles, L. (2017) Coty enlists A-listers and influencers to redefine Covergirl brand with new diversity vision. Available at: https://www.globalcosmeticsnews.com/coty-enlists-a-listers-and-influencers-to-redefinecovergirl-brand-with-new-diversity-vision/ [Accessed 16 Nov. 2023].

Raudenbush, R. (2015) May the brands be with you: Covergirl reveals new ‘Star Wars’ makeup line. Available at: https://digiday.com/marketing/may-brands-covergirl-reveals-new-star-wars-makeup-line/ [Accessed 16 Nov. 2023].

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INDIVIDUALEVALUATION

The brand analysis report journey for Maybelline and Covergirl has been both challenging and enriching. To select the two brands extensive research had to be conducted on the different industries and brands that are failing and succeeding pertained to each. It was important to select something that was of interest and therefore selected the cosmetic industry due to my long-time fascination with the topic. Maybelline is a brand that I connect with on a personal level so selecting it was easy. However many brands are currently failing in the cosmetic industry today, Covergirl being one I was most familiar with is why I selected it.

I started my research by looking into the history of both companies and their present brand-scape. This helped form my understanding of the essence of both companies. Research was then conducted on where they stand on a global level and the reason for their success/failure. Going through statistics and articles helped provide solid evidence for the reasoning. Findings showed that both companies used a similar marketing strategy, therefore I thought it would be interesting to compare the two and conduct a swot analysis for a better understanding of outcomes. When it comes to brand design analysis, finding the right framework to compare both companies is important. This is when I came across Kapferer’s Brand Identity Prism. Comparing the different criteria in the prism helped provide the overall view of what both brands stand for. These are some of the challenges I faced along the way. There was some confusion on whether marketing strategies would be appropriate for part two of the report. And finding the right images for each section took a while because of the vast resources available. Navigating through self-doubt is something I faced throughout. Being unsure if the work was good enough, the uncertainty in whether you are approaching the topic the right way. Discussions with classmates sometimes can lead to questioning your work because everyone interprets their topic in different ways. This experience has taught me a valuable lesson in building resilience and confidence when faced with uncertainty. Though there are a lot of papers and articles available on the marketing strategies of both companies, there is a clear lack of sufficient information in terms of branding. Another challenge was sorting out the references and image citations. In my greed of wanting to have more pictures than words to communicate brand design, I ended up having to sort out 50 references.

To speak about my weaknesses while working on this assignment they would be as follows. Overthinking led to procrastination, and procrastination led to panicking. I have to learn to trust my instincts more and proceed with confidence. I’m very ambitious when it comes to design. I think in the process of trying to make the presentation look perfect I lost a lot of time. Another weakness identified was time management. I believe developing a more structured approach to the research process would help reduce time pressures and a lot of last-minute panicking. This is something I should improve on for my next report. Another mistake I made was writing down my report before starting the final report design. It was while putting together the final report that I realised there was still lots of research left to do to fill the gaps and fix the flow of the information.

In terms of strengths, due to my previous experience in the interior design field, I am used to making many presentations for clients. I believe that helped me in the designing of the report. I believe the use of visuals in my report is my strong point. It helped not only enhance the overall presentation but was also a good tool for conveying large amounts of data. I believe I have done extensive research and delivered a clear picture of the overall essence of both brands.

Overall, I do believe I have learnt a lot from this journey and it has further spiked my interest in branding as a subject. I think a further study on branding strategies and tools used for brand analysis is required to understand how to strategically approach this type of research.