MAYBELLINE GETS POWERFUL SPENDING PUSH FOR 1997 L'OREAL WORKS TO STRENGTHEN NO. 3 BRAND TO CHALLENGE P&G'S COVER GIRL

By Published on .

Cosmair, the U.S. arm of L'Oreal, will boost ad spending for Maybelline 30% in 1997, to $70 million.

The parent is trying to jazz up the No. 3 mass-market cosmetics brand as it takes aim at Procter & Gamble Co.'s No. 2 Cover Girl.

Revlon leads the $2.4 billion market, according to figures from both A.C. Nielsen Co. and Information Resources Inc., which measure its share at 21.7% and 21.1%, respectively.

OLAY TESTING

While P&G has initiated a new-products drive to boost share of both its Cover Girl and No. 5-ranked Max Factor brand, the package goods giant also is continuing to try to develop a third brand. P&G has begun using focus groups in the U.S. to concept test the brand positioning and program that helped the Olay brand ring up close to a 20% share in the U.K. A U.S. test market of that concept is likely, said executives familiar with P&G's plans.

Cosmair is focused on turning Maybelline-acquired earlier this year from Wasserstein Perella for $508 million-into its own global powerhouse.

Maybelline derives just 15% of its more than $400 million in sales from overseas, and is expected to expand its efforts in Latin America next year.

Most visible will be its U.S. offensive, however. Maybelline is weighing a U.S. introduction of several products that would bear the names of L'Oreal's European Gemey and Jade brands.

OTHER EURO BRANDS?

Senior VP-Marketing Cathy Wills said no decision has been made on either that or earlier speculation Cosmair would use Maybelline as a vehicle to launch another European skincare brand, such as L'Oreal's Synergie, in the U.S.

For now, she said, Maybelline will assert itself as the color authority in mass-market cosmetics. That will mean several new initiatives for spring, including its largest seasonal color collection in 10 years, called Miami Chill.

The line will be promoted in print ads featuring model Bridget Hall by Gotham, New York.

New colors also will be spotlighted in a retail handout called the "Maybelline Report" and in magazine sampling.

MORE PRINT IN `97

Ms. Wills said Maybelline will increase its use of print in 1997; she declined to give a breakdown between print and TV.

The ad theme "Maybe she's born with it. Maybe it's Maybelline," which was de-emphasized as Maybelline experimented with new motifs, will be restored.

Maybelline is seeking to expand its Great Lash mascara and Great Wear Budge-Proof Lip Color in the spring into a full line of transfer-proof cosmetics competitive with Revlon's Color Stay.

Maybelline also is scaling back its Revitalizing line of makeup and skincare for women 35 and over.

After several years of struggling, Revitalizing will now be cut to 30 items from 135 and folded into the Maybelline section of stores. Packaging also will stress the Maybelline name.

In this article:
Most Popular