Essay on Maybelline

1824 Words Nov 7th, 2012 8 Pages
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Maybelline seeks to crack the beauty code
Nielsen data show that the L?Oreal group brand is fourth after Lakme, Elle 18 and Revlon. Can it break into the top three?
Viveat Susan
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find out now !

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SHARE OF PLAYERS Brand Lakme Elle 18 Revlon Maybelline Street Wear L'Oreal Value (%) 2010 22.5 10 6.5 2.1 1.4 1.0 2011 17.7 11.3 4.2 2.5 1.1 0.4 Volume (%) 2010 3.7 5.4 1.1 0.3 0.3 0.1 2011 2.6 5.1 0.7 0.3 0.4 0.0

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Source: Nielsen; Data for A ll India Urban for categories lips plus nails in traditional trade

The viral campaign for Clearglow, which went on through January and February, is amongst a series of initiatives that Maybelline is taking to cement its position in the over Rs 1,000-crore organised make-up market in India. While Lakme, Elle 18 and Revlon occupy the one, two and three positions, according to Nielsen, which tracks

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