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In Brief: Maybelline

This article was originally published in The Rose Sheet

Executive Summary

Maybelline: Sales of Revitalizing mascara more than triple in the three weeks following the firm's airing of its first Revitalizing mascara TV commercial Jan. 30. The 30-second spot, which ran on prime time network and cable, had a "rub-off effect on the entire Revitalizing line," boosting sales and market share for the brand, which had been performing below the company's expectations since its 1993 launch, the company said. According to A.C. Nielsen data, Revitalizing's most recent dollar share was 3.2%, and the total Maybelline dollar share rose to 19.6% -- the company's highest in five years. Maybelline ended 1994 with a 18.2% dollar share and held the number two position among mass market cosmetics...
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