Maybelline: Baby Lips

This case study describes the Australian launch of the Baby Lips lip balm from Maybelline, the cosmetics company.

Maybelline: Baby Lips

UM Australia

Understanding the task

In the cosmetics category, Lip Balm is an especially important product acting as a gateway to the broader cosmetics category. It's the first cosmetics product to be used regularly by young girls and has an important role in establishing future brand preferences. Maybelline NY, whilst an established brand in the cosmetics category, didn't have a product offering in the Lip Balm segment. Identifying a gap in the market for a fun, on-trend Lip Balm, Maybelline NY launched their first product into this segment; Baby Lips targeting girls 13-17.

The launch was not...

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