1. E-Commerce Supports Field Employees At Maybelline
Carrie Law

2. 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

3. 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

4. (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)

5. 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

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

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

8. 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

9. 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

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

11. 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)

12. Performs marketing analysis
Optimize merchandising and customer-service efforts

13. 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

14. 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

15. 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

16. Thank You!