CHAPTER 6

COMPETITIVE SITUATION

6.1 Direct Competitors

•  Maybelline 
•  Essence

Maybelline is an American makeup brand sold worldwide and owned by the French cosmetics giant, L'Oréal. The Maybelline Company was created by New York chemist T.L. Williams in 1914. Williams, in his early 30's noticed his younger sister applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it in his small laboratory and produced a product sold locally called lash-in-brow-line . The product was a local hit, but the awkward name held it back. His sister, who inspired the product, was named Maybel. So T.L. Williams renamed it Maybelline, a combination of Maybel and Vaseline. It is under this name that Maybelline has achieved its now legendary status in the field of cosmetics. In 1917 the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic. Maybelline has released several new products, including 'Eye Studio' collection for eye products, 'Fit Me' collection for foundation/facial products, and new 'Color Sensational' shades for lips. Currently, Maybelline is the Official Makeup Sponsor of Mercedes-Benz Fashion Week. Some more popular products are the simple 'Baby Lips', which are a tinted, moisturizing lip balm with SPF 20, or the "Dream Fresh BB Cream', which is a liquid foundation. 

Tagline: Maybe She's Born With It. Maybe It's Maybelline.

Product: Eye Shadow

Price: RM29

6.2Indirect Competitors

•  Loreal 
•  NYX
•  Mac 
• Avon

Company Overview

The L’Oréal Paris is a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in luxury beauty at mass. 

L’Oréal Paris is a truly global beauty brand with many internationally renowned products. For most, the name ” L’Oréal” is immediately evocative of the brand’s signature phrase, “Because I’m Worth It.”. Today, it represents the essence of the L’Oréal Paris brand as a whole, a spirit which is about helping every woman embrace her unique beauty while reinforcing her innate sense of self-worth.

As the biggest beauty brand in the world, L’Oréal Paris has an unparalleled commitment to technology, research and innovation, providing groundbreaking, high-quality products for women, men, and children of all ages and ethnicities. L’Oréal Paris is notably dedicated to celebrating the diversity of beauty – the company’s broad range of spokespeople include for example Beyoncé Knowles, Diane Keaton, Penelope Cruz, Aishwarya Rai, Eva Longoria, Milla Jovovich, Laetitia Casta, Gwen Stefani, Barbara Palvin, Doutzen Kroes, Jane Fonda and Fan Bing Bing.

Mission

At L’ORÉAL, we believe that everyone aspires to beauty. Our mission is to help men and women around the world realise that aspiration, and express their individual personalities to the full. Because You're Worth It.

Tagline: Because You're Worth It.

Product: Eye Shadow

Price: RM44