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Maybelline New York Plugs In

A revamped Web site offers everything from how-to videos to a section called NYC365, where styles of real women are chronicled.

An image from the Maybelline Web site.
Appeared In
Special Issue
WWDStyle issue 02/04/2011

With shoppers returning to the beauty category — many buying more mass brands — and with a thirst for application knowledge, Maybelline decided it was time to freshen its Web site and make it “more than a product catalogue.” This is the site’s first redesign since 2007.

“We want to connect more to the consumer and make our site more of a destination they want to visit every day,” said Kristen Yraola, assistant vice president of digital media and Internet for Maybelline New York-Garnier-Essie. The site offers everything from how-to videos under the “Lessons” toolbar to a section called NYC365, where styles of real women are chronicled. It is updated daily to add to the immediacy of the site. Other applications include “On Set,” which features footage from real Maybelline shoots, products and a newsletter.

The home page promotes new products, currently the fast-out-of-the-gates Fit Me foundation. Images all are aligned with Maybelline’s brand imagery and advertising for a cohesive message.

Maybelline’s most recent twists to the site are just the beginning of several stages of enhancements, added Sebastien Simpson, director of global digital media and Internet for Maybelline New York. “Maybelline’s new Web site is our first and important step toward a new consumer-centric digital ecosystem. Content, engagement and innovation will continue to fuel our digital footprint as our upcoming efforts will focus strongly on social and mobile.”

The Internet has trained consumers to want instant access to the latest fashions and how to achieve them. With that in mind, Maybelline has made its site more editorial. A visitor can click to find out everything about makeup from Maybelline makeup artist, Charlotte Willer.

Maybelline is currently riding a wave of market share growth. Symphony IRI data for the latest four weeks ending Jan. 23 showed Maybelline New York garnered 20.5 percent dollar share, while Cover Girl has 19.6 percent; L’Oréal Paris has 16.6 percent and Revlon has 13.4 percent. The site, according to Yraola, will translate Maybelline’s dominance in eye to other categories. Retailers said they welcome advancements to beauty manufacturer sites because they bring in customers more familiar with the products and shades, which can result in fewer returns.

Maybelline’s launch of its new Web site is in tandem with the brand’s fourth season as the official makeup sponsor of Mercedes-Benz Fashion Week. Maybelline makeup teams, under the supervision of Willer, will create the beauty looks at BCBG Max Azria, Betsey Johnson, Carlos Miele, Catherine Malandrino, Custo Barcelona, Cynthia Rowley, DKNY, L.A.M.B., Max Azria and Vivienne Tam.

With Maybelline seeking to bring instant fashion news, the company will offer a live fashion experience via YouTube’s exclusive Live from the Runway channel. The channel will live-stream 30 shows from Lincoln Center during Mercedes-Benz Fashion Week in New York. Social media will be integrated into the live-stream player, allowing users to comment and tweet about the live action directly on the channel.