Maybelline New York, how to grow in Portugal?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This document consists of a market research on the Portuguese make-up market, and more specifically on the brand Maybelline New York. The purpose of this project is to understand the consumers’ feelings / opinions regarding this brand, in order to suggest possible strategies for Maybelline to grow in Portugal. The marketing research for this work started with an exploratory research (15 in-depth interviews), followed by a quantitative research based on a pre-arranged questionnaire (90 respondents). The main findings were that Maybelline NY is one of the make-up brands with strongest awareness. However, the majority of the respondents do not recognize themselves in this brand, it is associated with “exaggeration”, and this leads the interviewees to think that it is not adequate for Portuguese women. Finally, besides all make-up-related products, the respondents believe that Maybelline should extend to treatment products, especially face treatment.