Campaign details

Brand: Maybelline New York
Brand owner: L’Oréal Ukraine
Lead agency: Zenith
Contributing agencies: TVlab
Country: Ukraine
Industries: Cosmetics, beauty aids
Media channels: Content marketing, Online video, Public relations, Social media
Budget: Up to 500k

Executive Summary

The category of makeup cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from private labels of trading chains and direct sellers via catalogues constantly grows.

For Maybelline New York, the makeup and cosmetics brand, it was increasingly hard to keep the leadership position in the makeup category, which reflected in the decline of market share in 2016. Furthermore, the results of the study revealed that consumers are not willing to pay more for the perceived value of the brand, as they are convinced that branded products could be more affordable.