Maybelline New York: ad spend in the U.S. 2011-2018

In the four years between 2015 and 2018, Maybelline New York invested relatively less into advertising their products in the United States than in the few years prior. In 2018 Maybelline’s expenditures on U.S. media stood at 241 million U.S. dollars.

L'Oréal's market success and Maybelline’s social media strategy

Maybelline New York is as subsidiary of L'Oréal who also owns several other makeup brands such as Garnier, L'Oréal Paris and Lancôme. L’Oréal acquired Maybelline in 1995 to expand its market presence in the United States. L'Oréal Paris spent one billion U.S. dollars on promoting the L’Oreal, Maybelline and Garnier brands in the U.S. in 2018, leaving behind Procter and Gamble’s Olay, and Johnson & Johnson’s Neutrogena.
In addition to traditional media, Maybelline New York has been making strides in the social media space. In 2017 it ranked among leading beauty brands based on high Instagram engagement. Maybelline won the social media visibility game that year, by making use of influencer marketing on Instagram. The cosmetics company involved makeup artist Manny MUA and beauty blogger Shayla Mitchell in its “That Boss Life” campaign, for its new mascara line.