E-Commerce Supports Field Employees At Maybelline Carrie Law

History Founded in 1915 Named after William’s oldest sister 1917 Cake Mascara 1932 available in stores (10 cents) 1920s introduced eyeshadows Great Lash in 1971

L’Oreal’s Acquisition of Maybelline Bought out in 1996 Changed Names of existing products Changed color palette Promoted ‘Urban American Chic’ Sales jump from 1996 to today

(5) Core Business Lines: 1.) Hair Color (Redken) 2.) Hair Care (Garnier Fructis) 3.) Skin Care (Vichy) 4.) Color Cosmetics (Maybelline) 5.) Fragrances (Ralph Lauren)

Brand Portfolio World leader in Beauty Industry Grosses $12 billion/year 10 Global Brands Continuously looking for more acquisitions Each marketed to different segments Some brands/products marketed for specific ethnicities

Competition Self-Competition (fight themselves in order to beat un-owned brands) Nivea Oil of Olay Clairol Estee Lauder Cover Girl

Problem with Maybelline’s Information Technology Field Reps equipped with an interactive voice response (IVR) system

Why IVRs are No Good Paper surveys filled out at different stores Then, reps had to translate the data into answers the IVR would recognize and accept Call and punch appropriate numbers into phone in response to automated questions Time consuming (a half- hour or more) Inflexible Headquarters received info too late

Better than Fax/Mail No cumbersome machine No papers laying around No file cabinet Less time to travel Guaranteed arrival Data collected electronically with IVR

Thinque’s Solution Merchandising Sales Portfolio (MSP) system Handheld PDA Pen-based writing Faster More accurate Flexible Managers download schedules to reps

Automatically uploads to SQL Server database at headquarters every evening by accessing corporate intranet via secured internet connection Replaces inventory functions of the Electronic Data Interchange (EDI)

Performs marketing analysis Optimize merchandising and customer-service efforts

Results Managers respond much quicker Forge stronger ties with retailers Reduces amount of after-hours time Better quality of life Less employee turnover More return on investment

Going Wireless Everything wireless is better Won’t need a phone line to transfer data More efficient use of resources Improve, even more so, the timeliness of decision-making

L’Oreal Company and its subset brand, Maybelline, have had great successes and will continue to do so with: Improvements of IT Market analysis Research and development Innovations Diversified global brands

Thank You!