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Maybelline New York: stepping up its efforts in travel retail with dedicated merchandising and exclusive sets |
FRANCE. Maybelline New York is planning to build up its presence in the travel retail channel, following a successful Asian travel retail debut at Singapore Changi earlier this year.
“We have big ambitions for this brand,” confirmed L’Oréal Paris Marketing Manager for Travel Retail Worldwide Jacques Berger at last month’s TFWA World Exhibition in Cannes. “It is the number one mass make-up brand in the world.”
In travel retail Maybelline aims to bring new consumers to the shops, consumers it describes as emerging travellers. “These tend to be younger, with lower purchasing power, who are looking for more affordable make-up products,” Berger added. “It’s a growing segment that needs to be better catered for.”
Consequently L’Oréal will focus on placing Maybelline in big airports, in toiletries shops onboard ferries, and in low-cost terminals.
“We have created dedicated gondola merchandising for travel retail,” Berger noted, “which is not only eye-catching but which highlights certain key lines.
“We want to be promotional. We realise that Maybelline has to sell itself in travel retail, and in large quantities.”
The travel retail offer will be centred around a selection of best-selling items. In February 2008 this will be expanded with the introduction of Define-A-Lash mascara, Watershine Elixir lipgloss and Dream Matte Powder.
The company has also created a variety of travel exclusive sets for the channel, which offer a selection of its best-selling products in modern packaging that emphasises the brand’s New York spirit.
In June 2008 Maybelline will introduce the exclusive limited-edition Times Square Look. This will incorporate one make-up look, one set of products and a decorated vinyl pouch.
ABOUT MAYBELLINE NEW YORK
Maybelline New York is sold in more than 100 countries worldwide, and is a leader in markets such as the US, China, France and Germany. The three core values within its identity are New York, innovation and accessibility.
The products and colours are developed according to New York trends, and the models are featured in ad shots taken in New York. This ties in with the brand’s diversity message, as represented in its shades and formulas, and team of spokes models.
Maybelline considers itself an innovation-driven brand; for example it was the pioneer of mousse make-up technology and is now the number one mousse foundation in the world. It has also harnessed the expertise of professional make-up artist Troy Surratt.
The brand is easy to find and easy to shop. Domestically it is sold in department stores, drugstores and specialist outlets such as Sephora in France.
MORE ON MAYBELLINE
Maybelline makes Asian travel retail debut at Changi – 25/09/07
