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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.

Advertising spending of Maybelline New York in the United States from 2011 to 2018

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Release date

June 2019


United States

Survey time period

2011 to 2018

Special properties

measured media only

Supplementary notes

The figures include measured-media advertising spending (source: Kantar Media). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising).
The figures do not include unmeasured spending, such as direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

Figures for the period 2011 to 2013 come from an earlier AdAge publications.

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Statistics on "Cosmetic brands: L'Oréal"

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