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 without its challenges. Established competitors such as Nivea, Chapstick and Blistex had a stronghold on the market, their combined sales accounting for over 65% of total category value1. Also Baby Lips was launching with only four products while the competitors had a significantly larger number of products within their portfolios2. The campaign objective was to achieve 14.3% share of the Lip Balm market in 2011. An aggressive target taking into consideration the #3 competitor Blistex had a 17.3% share3 and we were starting from zero.