Maybelline: The most accessible make up brand in the Middle East

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.

Maybelline: The most accessible make up brand in the Middle East

Nassif Abou El Aloula and Carl Bou Abdallah

Campaign details

Brand: MaybellineBrand Owner: L'OréalLead agency: Fp7 BeyCountry: Middle EastIndustry: Cosmetics, beauty aidsChannels used: Online videoBudget: Up to 500k

Executive summary

Maybelline is well established in the Levant area, mainly through its mascara range. Yet with the boom of new make-up trends such as contouring, new make-up products were introduced in the target's beauty routine. This was an opportunity that Maybelline wanted to capitalise on in a challenging...

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