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Maybelline USA first quarter consumer sales outpace manufacturer shipments.

This article was originally published in The Rose Sheet

Executive Summary

MAYBELLINE USA CONSUMER SALES OUTPACE MANUFACTURING SHIPMENTS in the first quarter of 1995, the firm said April 19. A.C. Nielsen data indicate that U.S. consumer sales for the Maybelline brand climbed 7.9% during the period from Jan. 1 through March 18. The increase in consumer purchases was not, however, reflected in Maybelline USA first quarter results: sales were flat (up .5%) at $78.3 mil. for the first three months of 1995. Maybelline believes that the "strong consumer response" is a "validation of our strategy to...support [the brand] with strong advertising and effective promotional programs."

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