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Maybelline New York has been nothing short of a brand on fire in 2011. The numbers tell the story. For the year to date period ended September 11, the brand garnered a 19 percent dollar market share in the $4.7 billion color cosmetics category, with share growth in eye, face and lip during the year. Growth from existing products rang in at 15 percent versus 11 percent in 2010, while Maybelline owns the number-one share of new product volume with 28.9 percent dollar market share for the YTD period versus the next closest competitor at 19.5 percent. In eye, Maybelline’s Volum’ Express hit a record 20 percent dollar market share during the year, and Maybelline also became the number-one eye shadow brand. In face, Fit Me became the number-one new face launch for 2011, Instant Age Rewind was named the number-one antiaging foundation brand and Dream Liquid Mousse became the number-one foundation brand with a 7.6 percent dollar market share. In lip, Maybelline had the number-one launch with SuperStay 24 Color, which was also the best-selling two-step, long-wearing lip product. In other words, total mass domination.


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This story first appeared in the December 9, 2011 issue of WWD. Subscribe Today.


Estée Lauder was hailed for her belief that every woman can be beautiful. This year, her namesake brand took that principle and used it as the guiding force for growth.


“We are going back to our heritage for our vision of the future,” said global brand president Jane Hertzmark Hudis.


That vision included the appointment of a trio of international spokesmodels (from China, France and Puerto Rico); the launch of Idealist Even Skintone Illuminator, a fast-acting serum designed to be universal in its appeal, and chic makeup introductions ideated by the brand’s creative director, makeup artist Tom Pecheux. The plan worked. In a year that was dominated by launches, Lauder’s introductions outperformed the red-hot prestige market, with Idealist grabbing top skin care introduction of the year honors, according to The NPD Group.


“They are blowing it away,” said NPD’s Karen Grant.


Proof positive that a good idea never gets old.