The Strategy of Maybelline to Increase Consumers’ Purchase Intentions

Maybelline is a cosmetics brand with significant influence worldwide. It was created by Thomas Williams in 1991 and it included five primary product lines. Maybelline's brand mission of providing innovative, accessible, and effortless cosmetics for every woman impressed many people. The purpose of this study is to explore how brand image and advertising communication can enhance customers' purchasing intentions in Maybelline's future development. The paper analyzed the theory for brand image and advertising communication and adopted the SWOT analysis method to comprehensively discuss Maybelline's internal and external strengths, weaknesses, opportunities, and threats. This research concluded that both the brand image and advertising strategies are two primary factors that influence consumers' willingness; both factors positively affect Maybelline's development and increase consumers' purchasing intentions. Discussing the relationship between consumers and the brand is a necessary process that every brand must go through. It can analyze whether the marketing strategy implemented by the brand can effectively attract more consumers' attention. Lastly, learn about existing problems and threats from SWOT analysis and then improve strategies.