CoverGirl Vs. Maybelline

Leading the market in cosmetics, CoverGirl and Maybelline have taken social media by storm. Their target markets are women from around the world and both have similar marketing strategies seen on the surface level. However, when digging deeper, one will notice that their brand strategies are also very different.

CoverGirl:

When one thinks of CoverGirl, they think "Easy, Breezy, Beautiful, Cover Girl." CoverGirl creates an emotional bond with their consumers as the cosmetics producer that has their target market's best interests at heart. Through promoting brand awareness with their customers at social events as well as through social media, CoverGirl is often thought of as the "Best Friend" of teens. Every teen wants to be beautiful and will often do whatever it takes to look the part. That's where CoverGirl comes in. Covergirl has 628,000 followers on Instagram, 4.7 million likes on Facebook, 556,000 followers on Twitter, and 141,000 subscribers on YouTube. CoverGirl not only markets through social media but also has a large presence in current TV shows such as "America's Next Top Model." There are numerous occasions where Tyra Banks has the models do CoverGirl photoshoots/videos where they have to represent the company through posing a certain way or repeating the CoverGirl slogan. CoverGirl is not only a cosmetic brand, but it is the widely renowned brand of the Hollywood world. Therefore, by promoting their brand through icons that teens greatly admire, CoverGirl does an exceptional job at grasping the attention of teen girls everywhere.

Maybelline:

Maybelline takes a refreshingly different approach to reaching out to their target market. Their brand strategy is promoting a brand for the empowerment of the people. CoverGirl focuses on outward beauty and advertises through iconic beautiful women, while Maybelline focuses on empowering the inner self of the woman. My favorite line in the movie below is "cover up nothing and show off everything...no regrets, no apologies, no maybes." In summary, do not hide who you are, but be bold and reveal yourself to the world. This is represented by the iconic woman, Ruby Rose, on the video who has boldly revealed who she is as a homosexual woman and is proud to show it off. Maybelline is a proud supporter of empowering women to be proud of who they are, whomever they may be, and that message alone has drawn a loyal following around the world. With 1.4 million followers on Instagram, 490,000 followers on Twitter, 4.6 million likes on Facebook, and 90,000 subscribers on YouTube, Maybelline has a strong following. With over double the number of followers on Instagram, Maybelline has proven to be more successful in winning the hearts of their market by focusing their brand specifically on meeting the needs of the people by providing cheap and simple ways to buy and use makeup that provides nearly the same look as more expensive brands. Furthermore, when using celebrities, Maybelline has focused on trending iconic women as opposed to widely renowned women. This is a much wiser strategy when targeting teen women who are more apt to be interested in new trending iconic celebs than overused/widely known celebrities.

In conclusion, due to the brand awareness that CoverGirl possesses, CoverGirl still remains to be the leading cosmetic brand. However, over the years, Maybelline has remained a more reputable company by their brand strategy of empowering women instead of merely empowering the body. Furthermore, CoverGirl's marketing strategy has been overused over the years and must be revamped. Maybelline has a powerful strategy of using trending icons and topics to promote their brand, while CoverGirl remains the brand of pure flawlessness and outer beauty. Therefore, I believe Maybelline will soon take CoverGirl by storm.