STAGE 1: Client Campaign Planning 1.0 Situational Analysis 1.1 Background Research and Analysis Internal Analysis Maybelline New York is a cosmetics company that was founded in 1915 by Tom Lyle Williams. Its headquarters is in New York City but it is a subsidiary of the French cosmetics company, L’Oreal, which owns 24 different brands, under the Consumer Product Division. With a ‘mission to offer innovative, accessible and effortless cosmetics for every women’, the brand offers a variety of cosmetics, ranging from foundation, bronzers, eyeliners and mascaras, to nail polish and lip products that are targeted at both young and the mature adults. The Maybelline brand also represents an image that empowers women around the world to portray their creativity and individuality as well as enabling women to ‘express their personal ‘it’ factor’ according to L’Oreal. Maybelline works under the values of the L’Oreal Company and the values and ethical principles are expressed in their daily operations. L’Oreal Company has an Ethical Principle that contains four Principles; Integrity, Respect, Courage and Transparency. ‘Integrity’ is the building blocks for creating and maintaining trust and relationship amongst colleagues. It also involves adhering to good corporate governance practices with their business partners and respecting the laws of countries in which they work in. While L’Oreal ‘Respects’ all their employees by enabling work-life-balance for their employees, recognition for hard work and talent and a working environment that is diverse and privacy respected. On the other hand, The L’Oreal Company demonstrates ‘Courage’ by building a culture that invites all of their employees to ask questions, and share their ideas or concerns that they may have. Lastly, Transparency, refers to the ability of employees to be truthful and every actions and decisions must be justifiable. The Ethical Principles is what shapes their corporate culture as well as their reputation and hence why it must be followed by all their employees. Technology has have a major impact on Maybelline. According to the L’OREAL Annual Report, Digitalisation has enabled Maybelline to launch the Eyestudio Brow to the mass market innovatively. ‘Eyestudio’ is an online platform where consumers are offered advices, tutorials and online diagnoses by leading experts and make up artists regarding eye and eyebrow beauty. Maybelline is a company that is able to cope with changes and they have the ability to develop and implement successful Integrated Marketing Communications Programme. Baby Lips is an example of this. Maybelline did not offer any products in the Lip Balm segment and have hence created which is targeted at 13 to 17 year olds, their younger audience. By advertising it as a ‘fashion accessory’, and not merely a practical way to moisturise lips, they created a product that is considered, ‘fun and cool’. The advertisements were shown in fashion magazines such as Cosmopolitan and .

1. STAGE 1: Client Campaign Planning
1.0 Situational Analysis
1.1 Background Research and Analysis
Internal Analysis
Maybelline New York is a cosmetics company that was founded
in 1915 by Tom Lyle Williams. Its headquarters is in New York
City but it is a subsidiary of the French cosmetics company,
L’Oreal, which owns 24 different brands, under the Consumer
Product Division.
With a ‘mission to offer innovative, accessible and effortless
cosmetics for every women’, the brand offers a variety of
cosmetics, ranging from foundation, bronzers, eyeliners and
mascaras, to nail polish and lip products that are targeted at
both young and the mature adults. The Maybelline brand also
represents an image that empowers women around the world to
portray their creativity and individuality as well as enabling
women to ‘express their personal ‘it’ factor’ according to
L’Oreal.
Maybelline works under the values of the L’Oreal Company and
the values and ethical principles are expressed in their daily
operations. L’Oreal Company has an Ethical Principle that
contains four Principles; Integrity, Respect, Courage and
Transparency. ‘Integrity’ is the building blocks for creating and
maintaining trust and relationship amongst colleagues. It also
involves adhering to good corporate governance practices with
their business partners and respecting the laws of countries in
which they work in. While L’Oreal ‘Respects’ all their
employees by enabling work-life-balance for their employees,
recognition for hard work and talent and a working environment
that is diverse and privacy respected. On the other hand, The
L’Oreal Company demonstrates ‘Courage’ by building a culture
that invites all of their employees to ask questions, and share

2. their ideas or concerns that they may have. Lastly,
Transparency, refers to the ability of employees to be truthful
and every actions and decisions must be justifiable. The Ethical
Principles is what shapes their corporate culture as well as their
reputation and hence why it must be followed by all their
employees.
Technology has have a major impact on Maybelline. According
to the L’OREAL Annual Report, Digitalisation has enabled
Maybelline to launch the Eyestudio Brow to the mass market
innovatively. ‘Eyestudio’ is an online platform where
consumers are offered advices, tutorials and online diagnoses by
leading experts and make up artists regarding eye and eyebrow
beauty.
Maybelline is a company that is able to cope with changes and
they have the ability to develop and implement successful
Integrated Marketing Communications Programme. Baby Lips is
an example of this. Maybelline did not offer any products in the
Lip Balm segment and have hence created which is targeted at
13 to 17 year olds, their younger audience. By advertising it as
a ‘fashion accessory’, and not merely a practical way to
moisturise lips, they created a product that is considered, ‘fun
and cool’. The advertisements were shown in fashion magazines
such as Cosmopolitan and Cleo with vibrant polychromatic
colours to create a ‘fun’ personality. Baby Lips campaign
underwent a five week digital phase and according to the results
founded by Media Federation, Baby Lips achieved a 12.8 per
cent share and sales almost overtook popular brands such as
Chapstick and Blistex.
According to Forbes, ‘Maybelline is the Number one selling
mass market brand’ with 22 per cent of the market share
claimed by North America. In addition, Maybelline has an
increased growth of 4.3 per cent in Western and Eastern Europe
as well as Japan. As costs of productions are low, this enables
Maybelline to sell their products at a lower cost.
Through the Introduction of the Great Lash Mascara, the
product became the most sold product in the world. And now,

3. Maybelline is the leading brand in mascara with other new
mascara products in the line. In addition, the popularity of the
Asian product ‘BB cream’ has inspired Maybelline to create
their own BB cream called ‘Dream Fresh BB 8-in-1 Skin
Perfector’ which was a major success as they are the first Brand
to enter the BB Cream market in Asia. In 2009, Maybelline
entered the fashion market. They began to sponsor fashion
shows and began to collaborate with fashion designers. This
shows that Maybelline has a strong market penetration as they
have created strong brand loyalty from their customers.
However it was found that Maybelline products are not animal
cruelty free as they still continue to test on animals
http://www.loreal.com/group/who-we-are/our-values-and-
ethical-principles
http://www.mediafederation.org.au/images/Files/MFA_Educatio
nal_Guideline_CaseStudies_Appendix.pdf
http://www.loreal-finance.com/_docs/pdf/annual-
report/2014/LOREAL_Annual_Report_2014_ENG.pdf
(I’ll reference them properly later.)
External Analysis
Macro Environmental Factors:
Political:
Cosmetic industry always affected by political factor. one of the
largest political factors for a global cosmetic company such as
maybelline adapting to different government leadership styles
and political officials in various countries. To avoid any
political issues, Maybelline must adhere by the regulations and
standards sets in each vary market. Maybelline also practices
self-regulation to avoid further government involvement.
Economic:
Consumer willingness to spend money on quality makeup is also
made apparent by the fact that Maybelline’s owner, L’Oreal,
which is currently the top grossing cosmetic company in

4. America The economy is currently in a good place as customers
are willing to spend money on maybelline's product, Due to
Maybelline’s innovative culture and advanced technology.
Economic factors are not heavily influencing the cosmetics
market. People are spending money on Maybelline, and this is
made obvious in Maybelline’s high market share. Consumer
willingness to spend money on quality makeup is also made
apparent by the fact that Maybelline’s owner, L’Oreal, which is
currently on of the top grossing cosmetic companies in America
and worldwide.
Legal:
in the cosmetic industry There are many legal and regulatory
factors that impose by the governments. The major legal and
regulatory involvement is through laws setting restrictions and
regulations. An example of a restriction that governments might
put on the cosmetic industry is banning certain types of
chemicals, such as Phthalates, which is carcinogenic. This is
just one example of a regulation used to ensure that products are
safe and do not contain any harmful substances.
Another legal and regulatory factor that Maybelline must
consider is legislation for advertising. There are strict rules set
by Advertising Standards Authority. Such standards include that
advertisements cannot be misleading by over-exaggerating the
function of the product. This is particularly important in the
cosmetics industry, when it is important for the product to look
and function as the consumer's expected
Socio-cultural:
Consumer demographics are a very important piece of the socio
cultural environment. Maybelline’s target market is a young
woman between the ages of 16 and 25. This includes women of
all backgrounds, including African American, White, Hispanic,
and Asian. Therefore, Maybelline must make products for each
of these groups, use appropriate marketing techniques, and be
aware their differing wants and needs. One way that Maybelline
reaches this diverse target market is to include women of
differing ethnicities and backgrounds in advertisements. When

5. consumers see diverse ads, they are more likely to feel they are
appropriately represented, and often feel more important to the
company
Technology:
Maybelline has made many technology advances throughout the
brand’s life. The first major technological advancement that
Maybelline made was creating America’s first mascara. In more
recent years, Maybelline has made efforts to use new
technology as opportunities to become more ethically
responsible. One such ethical issue addressed with new
technology is the testing of products on animals. Prior to 1989,
Maybelline used animal testing to ensure the safety of their
products. More recent technological advancements have allowed
Maybelline to start testing their products on reconstructed skin
models and computer modelling. This advancement took a major
step towards laminating the use of animal testing.
Demographic
Due to rapid growth in the population all over the world, it is
facing great demographic transition. Maybelline has presence
worldwide with its broad range of products and mascaras
catering to large consumers base, ethnicity, gender, social
classes and different walks of life. Thus the demographic
change gives an excellent opportunity to Maybelline to attract
more consumers every year, thus it can increase the number of
products sold every year. Since Maybelline already has its
target markets all over the world.
Competitive Analysis
For the Maybelline Great Lash mascara, competition can be
both internal and external. With an extensive line of mascaras
within Maybelline as a brand itself, consumers are given a wide
range to choose from. With the Great Lash mascara line itself,
there are 4 variants of the mascara, from the original, to the
waterproof, lengthening and volumizing.
Maybelline is under the large successful company of L’Oreal,

6. which is turn contains many cosmetic brands that also have a
numerous amount of mascaras. However, varying in price range
depending on the prestige of the product line.
Outside of the L’Oreal brand however, there are other
‘drugstore’ brands that offer similar value in terms of price of
the Great Lash and also quality. These are all direct
competition.
Indirect competition involves other beauty options such as
eyeliners and eye shadows. I believe that if a consumer would
not want to accentuate the eyes with mascara, an alternative
would be other eye make up products. Furthermore, if a
customer just wanted to lengthen or volumize the lashes, an
alternative would be a lash growth serum, which is obviously a
high price point, or even false lashes, both temporary or semi-
permanent.
Consumer Behaviour Analysis
Mascara is a cosmetic mainly used to darken and thicken
eyelashes, its main target audience are females. A survey of
American households found that 33.5% use mascara daily
indicating a strong demand and a large market. In fact the study
goes onto find that Maybelline has the second largest share of
the current consumer market. Australia’s cosmopolitan western
consumer style society lends itself well to products like
Maybelline’s mascara where potential consumers are exposed to
media and marketing campaigns that place great value on the
need to look your best at all times. Most females start using
mascara in there high school years and continue to use it during
there working life. The largest consumers of makeup hold either
part or fulltime work and this could be due to budget priorities
or disposable income. The type of employment also influences
the potential market with professional and clerical positions as
opposed to outdoor and primary production positions being the
largest consumers. Maybelline great lash mascara is the
cheapest of its range and its relatively low price point positions

7. it in the middle of its competitors. Having a number of
mascara’s at different price points enables them to capture more
customers and market share. Its brand value draws a customer
who is looking for a quality product from an established well
known company. So it’s become a popular product amongst 16
to 25 year old women who are looking for an inexpensive
product from a company with a strong international reputation.
The low price point helps to capture new users such as young
women who have not used mascara previously and want to try a
cheaper mascara first. Maybelline employs a range of marketing
strategies that form an emotional connection with its consumers
to maintain its market share. Its large promotional budget
employs a team of fashion icons and celebrities to advertise and
offer the latest makeup trends and tips. Maybelline seeks to
leverage from these fashion icons and celebrities creating a
connection between the consumer and the high end fashion and
celebrity world.
Brand Elevation
Maybelline’s Great Lash Waterproof Mascara is one of the firsts
products by Maybelline. It is meant to be an everyday mascara,
and it has an economical price.
Women buy Maybelline’s Great Lash Waterproof Mascaras
because they want to enhance their beauty so this item’s core
product is enhancement. Many women wear makeup everyday
for different reasons, so it may become a need for them to have
a great mascara. The product itself is meant to be applied on
eyelashes, and it comes in a squared pink tube with a green top,
so it makes it a very girly package. Even though it is meant to
be a mascara, many women use the product for their eyebrows
too, because of the great shape of the brush. This mascara
comes in different shades (black, very black, brown, etc.) and it
has the washable version and the waterproof one.
Their item’s main target are our older consumers, women from
35 to 40 years old, as we want to re-engage with our older
consumers who have a more disposable income. The product is

8. considered as a mass market one. It is sold in retailing channels,
grocery stores, drug stores, some convenience stores and beauty
stores.
Great Lash Waterproof Mascara has been in stores since the
70´s and it is one of Maybelline’s classics and top products. Its
name is well known and it has been a success since its release,
it continues running out of stock in stores because of its
popularity.
The unique benefits that it offers are:
· It conditions as it thickens
· Lash-doubling waterproof formula glides on smoothly to
build great-looking, smudge-proof lashes
· Lash-building brush makes it easy to get a full lash look
without clumps or mess
· Contact lens safe and hypoallergenic
· Easy to handle
This mascara is one of the most affordable ones and many
people choose it because of this. It also provides good quality,
and different shades. Also, Maybelline’s products are displayed
through the use of various graphics, guides, and great point of
purchase displays. It is also very easy to find due to its various
distribution channels.
1.2 SWOT ANALYSIS
Strengths
The key strengths of Maybelline is that they are able to offer
products at a low costs to their consumers due to the low costs
of production. In addition, they have a positive brand image that
empowers women to be creative and independent. Maybelline
also proved that they are able to adapt to changes in the beauty
industry with the introduction of Baby Lips. Maybelline also
has a strong market penetration with their ability to enter
different cosmetic markets in the world such as the introduction
of BB Cream in Asia. And they have created brand loyalty
where customers have repeatedly purchased their products such
as the Great Lash Mascara

9. Weaknesses
Maybelline is a subsidiary of the parent company L’Oreal,
which owns 24 different brands. As a result, Maybelline has
immense competition with these brands, and must compete
competitively in order to be successful in the beauty industry. A
major weakness is that Maybelline products are not animal
cruelty free
Opportunities
Maybelline has great research facilities, so they can use them in
order to create new products and services that would help them
to gain more market share and reach new markets. Now a day,
advances in technology are huge, and with them comes a great
opportunity for Maybelline to keep innovating and produce
unique products and services that will be able to meet more
consumer’s needs. Technology and innovation are also key
factors that help a brand overcome their main competitors and
build competitive barriers against them. Another great
opportunity is to expand globally in order to acquire more
market share and to become a brand of high recognition among
women around the world. Online commerce has grown
significantly in the last years; Maybelline could use this as a
huge opportunity to reach more consumers, create a bigger
connection with them, attend to their needs, find out their
opinions and improve their products according to them.
Threats
Prices are always changing so it becomes a big threat for brands
because if prices become higher, people could replace their
products with substitutes. One of Maybelline’s strengths is that
they sell low cost products, but there are other brands that have
even more affordable prices such as Essence, Nyx, etc. Direct
competitors will also try to reach a new target by making a
more luxurious product, so this is will always be a threat.
Now a day there are many new trends that people are starting to

10. adopt, like environmental safe products, or organic products.
This affects Maybelline because it causes consumers to try
brands that are starting to offer “green products”. Also, a huge
threat is that many consumers are against animal testing, they
prefer brands that don’t do it such as Lush. Brands that don’t
test their products on animals, have many campaigns and are
part of many organizations that are against animal testing and
those have huge presence in the internet and social media so it
affects Maybelline immensely. Finally, Maybelline doesn’t have
a great online presence, so it needs to start creating an impact in
social networks and have better online marketing campaigns.
1.3 Key Marketing Problems or Opportunity : Caro
Maybelline is well known for their infamous mascaras. With
many award-winning mascaras, they are the top pick for
consumers. Even though, The Maybelline Great lash Mascara is
still popular, with its bright pink and green packaging it is only
appealing to the younger audience. With great advertising and a
change in the design of the packaging, this mascara would be
more appealing to an older audience as it will appear more
mature and elegant. Maybelline’s Great Lash Mascara’s new
target tend to prefer high cost products of luxury brands such as
Dior or Chanel, and they start to think of low cost products as
low quality products. Maybelline has to remember their
consumers that even though the product is low cost, doesn’t
mean that it has a pure quality. The main target uses mascara
everyday for work or social events, so they spend a great
amount of money on cosmetics. Maybelline’s products could
become a great option for these women that even though they
can afford high cost mascara’s, if a brand offers them a cheaper
luxury product with good quality, it could become a great
option for them. Maybelline also needs to exploit the brand’s
name and recognition in order to become the target’s first
choice.
2.0: Key Strategic Decisions

11. 2.1 Marketing Objectives: Abrar
2.2 Communication Objectives: Chelsea
Category Need
In the makeup industry there are two categories in which brands
are allocated, high end and Low end. High end products are
typically the expensive and luxurious make up brands that are
found in department stores, whilst, the low end products are
typically products that are inexpensive and are found in drug
stores
What our consumers need is a mascara that offers a high-end
quality but at an affordable price. In order to achieve this we
have decided to change the colour of packaging of the
Maybelline Great Lash Mascara. Currently the mascara is a
vibrant bright green and pink that is popular amongst our
younger consumers, therefore we want to change the colour of
the mascara to black and gold so that it s more appealing to our
consumers aged 35 to 40.
Upon releasing the new packaging of the Maybelline Great Lash
Mascara, we have decided to measure our success by keeping
track of how many mascaras we have sold by selling the
mascara at the same retail cost as well as conducting surveys to
determine which age categories are purchasing this product. Our
goal is to increase sales of Great Lash Mascara by 1.2 million
units within 10 months of the campaign being re-launched. This
should see an increase in profit by approximately $21.17
million, bringing the overall sales figure to around $70.57
million. And we will measure this by keeping track of sales
Brand Awareness
Maybelline is a very well known brand amongst men and
women worldwide. We are recognized as the brand that first
invented mascara, and since then we have introduced many
number one selling mascaras. We are recognized for our slogan
‘Maybe she’s born with it, maybe it’s Maybelline’.
We want our older consumers, aged between 35 and 40, to be
able to see the new packaging of the Maybelline great lash

12. mascara and recognize the name of the mascara and being able
to recall the time that they have once used the products when
they were younger in its older packaging.
Brand Attitude (brand image / preference)
Our company is aiming to change the packaging of the
Maybelline Great Lash Mascara so that it meets the relevant
need of our mascara, which is negatively, orientated. Currently
our mascara is only appealing to our younger consumers. With
the bright pink and green packaging it portrays a fun and
playful personality. However, our older consumers are more
elegant and sophisticated and thus we have decided to change
the packaging to black and gold so that it will portray a more
luxurious and chic look and thus more appealing to them. This
will target the incomplete satisfaction needs of our brand
because our consumers will be able to purchase mascara that is
of high quality and has the appearance of high-end mascara but
at a fraction of the price.
Brand Purchase Intention
In order to encourage our consumers to purchase the Maybelline
Great Lash Mascara, we have decided to create a promotional
offer when our mascara launches. The mascara will be only 75%
of the retail price and the promotion will go for two weeks. This
promotion will appeal to our consumers the mascara as
consumers are always on the hunt for a new mascara, one that is
raved about, at an affordable cost and at a high quality.
Since the mascara is already popular, women will already know
that the mascara is at a high quality as they have used it before.
But as the packaging has changed to a more sophisticated look,
our consumers will be more inclined to purchase this mascara
because even though it is cheaper than high end products, it has
a more elegant and luxurious feel to it that reflects the high end
brands that our older consumers are currently using
2.3 Positioning: Caro
Maybelline is positioned as the leader of mass market

13. cosmetics. Its mission is to offer innovative, accessible, and
effortless cosmetics. The Brand personality is inspired by
confident and successful women, Maybelline tries to empower
women to make a statement, and to explore different styles and
looks. Maybelline, which encourages consumers to respond with
positive feelings and emotions. With its slogan “Maybe she’s
born with it. Maybe it’s Maybelline”, this Brand has a strong
presence in their targets minds and its positive personality and
diverse products is one of the reasons they differentiate from
other brands. Also, they have achieved a great reputation and
presence by using famous and influential artist like Gigi Hadid
or Jessica White.
2.4 Campaign Target Audience: Abrar
2.5 Campaign Budget :
The budget for the Maybelline integrated marketing campaign
within Australia will be $500,000 that is inclusive of all
production and advertiser costs. The campaign will present a
series of lively television commercials and print advertisements
featuring well-known models with luxurious lashes. The return
for advertising expenditure figures may see Maybelline consider
extending the campaign and increasing the previous budget.
Of the $500,000, creative and production costs for TV will be
fixed at $100,000 with a further $200,000 to screen on major
TV channels. Magazine advertising will be limited to $100,000
dollars across leading women’s magazines. In addition the
Launch will be timed to coincide with the start of the spring
racing carnivals in both Melbourne and Sydney. A $20,000
budget to run pop-up glamour stalls will be trialed. Ladies can
have their eyelashes touched up during the day free of charge
while also being given advertising leaflets on Maybelline’s
product range. The same stalls will be set up in one major
shopping center in each of the following cities; Melbourne,
Sydney and Brisbane and will be allocated $20,000 to cover
costs. Finally $60,000 will be spent on billboards in Melbourne,
Sydney and Brisbane which have been chosen due to population

14. and potential market size. Figure 1.1 below shows percentage of
expenditure by marketing campaign type.
Figure 1.1: Campaign budget by percentage
2.6 Brand Personality/ Character : Lizzie
Maybelline’s brand personality is reflected through the slogan,
‘Maybe she’s born with it. Maybe it’s Maybelline”. This is a
statement that captures the very essence of our brand, as it
challenges women to make a statement, explore new looks and
flaunt their own creativity and individuality that they were born
with. We want our brand to be sophisticated, elegant and
prestigious yet still have a slight edge and excitement to it as
we want our target audience to be reminded of their youth.
STAGE 2: Integrated Marketing Communications Strategy
3.1 Development of Creative idea (CHELSEA)
Upon hearing the Brief given by Maybelline New York, it was
clear that they want to change the packaging of the Great Lash
Mascara so that they can target it to their older consumers of
ages. 25-40. In addition Maybelline is also determined to
change their brand attitude from a fun a playful image to a more
luxurious brand image. As a result it has been decided that the
transformation appeal will be used as a creative strategy, as the
focus of the campaign will be based on a non-product-related
benefit, as well as creating an emotional appeal from their
consumer. Furthermore, the use of positive emotional appeal
will be used to evoke the joy to use a high quality and luxurious
mascara that is similar to a high-end mascara but at an
affordable price.To promote the mascara, a well-known
celebrity that has ventured into the business industry will be the
spokesperson for this campaign such as Tyra Banks.
Through the use of the ‘Unique selling promotion’, the key

15. benefit claim of the mascara is described, and that is, the
Maybelline Great Lash Mascara offers a high quality and
luxurious mascara at a low price. And through the use of
emotion, it will be depict a mature woman having seeing the
new elegant and luxurious packaging of the black and gold
mascara and then flashbacks of the time that she had used this
mascara when it was still in the old pick and green packaging.
The art director and copywriter of our company have
determined a way to show consumers a different yet related way
of thinking about the brand item, so that if the consumer
questions, ‘What is in it for me?’ then the promise would be,
the ability to purchase a mascara that is of a high quality and is
as luxurious as a high end mascara, but only at a fraction of the
price.
The concept idea of this campaign is that, a business woman,
let’s call her Sally, who is having drinks with her colleagues on
a Friday night observes another woman in the restroom of a bar
using a mascara that she has not seen before. She asks this
woman what the brand item is, and the woman replies its
Maybelline Great Lash Mascara. Sally then begins to have
flashbacks of her using this mascara as a teenager, only that it
was in a pink and green packaging, which represents her
youthful years. But now that it is black and gold, this represents
her luxurious lifestyle and hence the new brand image of
Maybelline New York.
Through the Application of the Remote Conveyer Model, the
effectiveness of the advertisement creates attention, by being
eye catching through the use of positioning Sally in a luxurious
bar. Secondly, curiosity will arise as the consumer begins to
wonder what the advertisement is about and why the attractive
spokesperson is in such a luxurious location. Thirdly, to satisfy
their curiosity, consumers will use search the key benefit claim
of the campaign. And finally, a successful search provides
resolution by identifying the Key Benefit that is being conveyed

16. which is, to promote mascara that has the same high quality and
luxuriousness of a high-end mascara brand only at a more
affordable price.
In regards to the Elaboration Likelihood model, we will create
an emotion-based persuasion in the consumer's’ central route, to
relate the message of the campaign to the consumers’ personal
situation. A positive emotional reaction will occur as our
targeted consumers will feel nostalgia, and think of the time
that they have once used the Great Lash Mascara. Furthermore,
message based persuasion will occur as consumers are
motivated and are capable to process the advertised message
which may change their beliefs or the outcome evaluations, by
showing that even though a mascara may be affordable, it is
still luxurious as higher end mascaras
Whilst in the peripheral route, aspects of the campaign that is
unrelated to the primary selling points in the message will be
processed such as the attractive spokesperson and background
music.
As Maybelline is a global brand, it has high brand awareness
amongst both men and women worldwide. Recognised for its
slogan, ‘Maybe she’s born with it, maybe it’s Maybelline’,
hence it must be incorporated into the campaign both print and
video.
3.2 Detailed Explanation and Mock-ups (Tangible Executions)
across all Media (CARO)
Maybelline doesn’t have a strong impact or presence in social
media, and now a day it’s something fundamental for a brand in
order to maintain its relevancy. It also helps a brand to interact
with its consumers and to know what they’re really thinking.
For this reason, we will create a website that will contain a full
description of the product, contact details for questions and

17. suggestions, a blog with weekly articles about makeup and
fashion tips for work, interviews or important meetings; makeup
tutorials; interesting articles about successful business women
and their recommendations, etc.; and in addition, the public will
have the chance to book make up lessons. The webpage will
invite the public to join its newsletter in order to receive special
offers and to keep informed about upcoming articles. This will
also help the brand to have information about who their clients
are and about their interests. The webpage will be linked to a
Facebook business profile and Instagram profile that will help
to have a better interaction with consumers and will create a
stronger social media presence.
As a traditional media use we will create one T.V. commercial
(about 45 seconds length) a couple of T.V. spots (15-20 seconds
length) that will also be shown in YouTube ads, and on the
Facebook page; and we will advertise the product in women
high fashion magazines such as Vogue, Elle, Bazaar, etc. and on
business magazines for women.
Finally, in order to properly introduce the product, we will hire
make up artists that will give product demonstrations in the
points of purchase. This makeup artist will show the consumers
about the proper usage of the product and will give specific
details and information of it.
4.1 Justification of Media and Media Vehicles Selected
(ABRAR)
· Magazines
· Digital media
. Social Media (Facebook, Instagram, web page)
. TV advertisements
. POP (stands, makeup artist)
4.2 Media Objectives (ABRAR)
· Frequency of advertisements
· What percentage of target audience do we want to reach?
. E.g. 90%

18. · Costs of running advertisements → TV , Social media, print
· Schedule
4.3 Media Plan / Schedule / Social Media Content Calendar /
Programmatic Buying (ABRAR)
5.1 Selection, Integration & Detailed Explanation / Mock-ups of
Other IMC Activities (LIZZIE)
· Sales promotion
· Proactive marketing public relations
· Product placement
6.1 Outline Evaluation / Tracking Techniques (EMILY)
Profit and sales:
The aim of the advertising campaign is to increase the sales of
Great Lash by 1.2 million units within 10 months to women
between the ages of 25 and 40. This would see an increase in
profit by $21.17 million, bringing the overall sales figure to
around $70.57 million. Meeting this objective would see
Maybelline consider extending the campaign to try and further
increase sales figures. It would also consider extending this
type of campaign to other product lines.
In order to evaluate the success of its marketing strategies
Maybelline will use a combination of the following to gauge its
success.
1) Comparison of sales statistics before, during and after the
advertising campaign allowing for any growing or delayed
effect that might be a result of an ad-driven campaign.
2) Print advertisements will have a discount coupon. The
coupon will be numbered to tell which print advertisements
work the best.
3) Maybelline representatives will be located in a number of
major department stores to monitor traffic and sales of

19. Maybelline products before, during and after the campaign. The
representatives will also ask customer questions to determine if
a particular advertising method is working.
4) Monitoring visits to Maybelline’s website before, during and
after the campaign by collecting the number of hits on its site
from its Website hosts logs.
5) We will implement surveys in our pop up stores, a quick
survey regarding the age, profession, lifestyle etc. of the
customer and if they would go on to purchase the product or not
and reasons why.
6.2 Demonstrate Possible Corrective Action Scenario (EMILY)
In the event that our tracking indicates that the advertising
campaign isn’t working then a main priority would be to seek
feedback from the target audience (25-40 years) depending upon
the results of this information might mean small changes to the
style of advertisements etc. or a major change to the campaign.
In the event of the target audience not connecting to the product
then a possible redirection of the campaign might be needed. In
this event Maybelline redirect advertising towards a younger
audience aged 16 to 25 years. Although this particularly line of
mascara was generated for this age group some benefits might
be gained from an intensive advertising campaign. Money
allocated towards TV advertising will remain due to production
costs of an advertisement aimed at a younger audience.
Uncommitted money allocated to print advertisements will be
redirected to print and magazines sought after by the 16 to 25
year old females. Unused money from spring horse racing pop-
up glamour stalls will be redirected to a social media
advertising campaign.