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maybelline competitors

Maybelline New York is owned by the parent company, LOral Group, and is a major player of the colored cosmetic industry worldwide. Gigi Hadid is signed as a global ambassador for the brand. Phone Email Rachel Gwynne Third, there are several industry opportunities that Maybelline has not yet explored, and these include the male and older consumer segment. Strengths of Maybelline. Jeremy Hoff is a President Hooker Legacy Brands at HOOKER FURNITURE CORP, Board Member at HOOKER FURNITURE CORP, and Chief Executive Officer at HOOKER FURNITURE CORP and is based in Martinsville, Virginia. Comparing Covergirl and Maybelline Products, The Ultimate Winner: Maybelline or Covergirl, Maybellines Color Sensational Matte lipstick. Apply concealer directly to the under-eye area, blending in an outward motion. Web. Besides, Revlon introduced age-defying makeup, the main competitor of Maybelline's revitalizing brand, which enhanced Revlon's profits owing to the new market position they used. The secret to the products longevity is in its two-step system of color and topcoat, but many users find it to be drying. Statista. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Add company. Maybelline's Great Lash Mascara Is a Classic for a Reason, These Are the Best Maybelline Mascaras Money Can Buy, The 8 Best Drugstore Mascaras of 2023, Tested and Reviewed, 28 of the Best Makeup Brands We'll Never Grow Tired Of, These Are The 20 Best After-Christmas Sales On Amazon In 2022, The 15 Best Drugstore Makeup Products of 2023, Here's a List of Every Beauty Brand That's Having a Sitewide Cyber Week Sale, 50 Glowy, Natural Makeup Looks for Any Occasion, These Are the Best Makeup Products of 2022, The 11 Best Eyeliners of 2023, Tested & Reviewed, The 18 Best Concealers of 2023 for Dark Circles and More, I Tried Tarte's Maneater Mascara and It Became An Instant Favorite, Party Makeup Can Be IntimidatingSo We Asked Pro MUAs for Their Best Tips. Previously, Mr. Bergh served as Group President of Special Assignment at The Procter & Gamble Co., a consumer goods company, from 2009 to September 2011. The direct strategy will limit Maybellines performance as it prevents the company from closely interacting with its customers. Covergirl and Maybelline are two of the most enduring drugstore makeup brands in the country. Mr. Bergh previously served as director of VF Corporation, an apparel company. Also, Maybelline should consider prolonged innovation-based integration in product design. You are free to use it to write your own assignment, however you must reference it properly. Consequently, it makes them the target audience. There are three main players in the industry, which represent 24. MAJOR COMPETITORS OF MAYBELLINE 1) M.A.C. (2019a). Thomas then went on to invent the very first mascara and came up with the name Maybelline by combining his sister's name and the key ingredient that helped create it: Vaseline. Covergirl has been working on modernizing its image in recent years, focusing more on inclusivity and charitable causes. The brand and merchandise development relied on it heavily. We encourage everyone to use makeup as a form of self-expression and empower you to do so all at an affordable price point.". It can boost its retail presence and brand awareness. The Main competitive advantage the company possesses is its existence since 1915, and the right . This Maybelline case study analysis demonstrated that the company had great success in the past. We do like their Lash Blast Clean, a gentle vegan mascara that is enriched with natural oils to condition your lashes. Maybe She's Born With It. StudyCorgi. SHARE OF PLAYERS Value (%) Volume (%) Maybelline's two main Bran 201 201 competitors in India d 2010 2011 0 1 are : Unilever ( Lakme) Lakm and Revlon 22.5 17.7 3.7 2.6 e Maybelline is actually Elle 10 11.3 5.4 5.1 number two if modern 18 trade is also taken into Revlo 6.5 4.2 1.1 0.7 account. Maybelline is a leading cosmetic company in the beauty industry, producing some of the best makeup in the industry. There are a few other unique products from each brand that are worth checking out. The purchase of the firm by LOreal Paris and ascent on the global market as a consequence were among them. LOral Paris, Mac, and Maybelline are principal brands aimed at the mass market and are often lower priced. Choose the right Crunchbase solution for you Start Your Free Trial "Offering innovative, accessible, and effortless cosmetics for all by providing technologically advanced formulas with on-trend expertise and New York City edge. StudyCorgi. The oldest company is Levi Strauss & Co., founded in 1853. Avon 4. Maybelline was able to gain a competitive advantage over its rivals. Browse analysis of more brands and companies similar to Maybelline Porter Five Forces Analysis. Maybelline, unlike Covergirl, sells a line of nail products as well. Ahead, we spoke with SVP of Marketing for Maybelline New York, Jessie Feinstein, to get the intimate scoop behind Maybelline and then some. So, the company has not been given the cruelty-free stamp of approval. Investing in research and development efforts played a significant role as well. It was set up in the year 1985. It stays bright all day and doesnt dry out the lips. Maybelline has been able to hook the new audiences by providing them with three to four quality posts every day on Instagram. * Hyperlink the URL after pasting it to your document, Strategic Human Resource Management Models, The Mitigating Effect of Servant Leadership, Power in Organizations: Collective Bargaining and Shared Governance, Most Effective Leadership Styles in Modern World, Staffing Policy of International Company Overseas. Maybelline New York does not sell its products directly to consumers, but instead use other retail channels, such as supermarkets. Maybelline New York uses several methods for advertising and promotion. Lakme 3. In Maybelline SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Milton Gate - 7th Floor 60 Chiswell St, London EC1Y 4SA, Derech Yitzhak Rabin 33, Givatayim, 5348303, Israel, 800 District Avenue, 1st Floor Burlington, MA 01803, 218 Northwest 24th Street33127, 3rd Floor offices 303 and318, 16 East 34th Street, 15th Floor, New York, NY 10016, 1900 Reston Metro Plaza 5th and 6th Floor, Reston, VA 20190, 600 California St, 12th Floor, 12-039 San Francisco, CA 94108, WeWork 50 Miller St, North Sydney, NSW 2060, Rua Jaceru, 225 - Vila Gertrudes, So Paulo - SP, 04705-000, Rod. We will never send you spam. No matter what your style is, weve got the tips, tricks, reviews, and tutorials to help you shine. Web. However, some users prefer Covergirls palettes for being more deeply saturated with highly blendable pigments. Second, the company uses brand ambassadors, in which it commonly recruits renowned make-up artists, social influencers, and other celebrities. Being a global brand, Government policies, economic recession etc. The Lip Balm market's competitive landscape provides details of competitors, Lip Balm market potential, research and development, new growth initiatives, company financials, production . Some factors like increased competitor activity, changing government policies, alternate products or services etc. 4.9/5. 7 July. Maybelline is from an industry that is categorized under monopolistic competition. Its no secret that Covergirl and Maybelline offer similar products. Maybelline Case Study Analysis: Marketing & Competitors. The profile for Maybelline New Yorks target customers comprise of the following demographic, psychographic, geographic and behavioral factors: Maybelline New York is a manufacturer of skin care and cosmetic products. Beauty and personal care. Maybelline New York, a free spirit Through its makeup products, Maybelline New York conveys a lifestyle full of passion and freedom which has been successfully embraced worldwide. As a strategy, Maybelline might also invest more in research and development efforts. Consumer confidence is at its lowest during periods of. We also appreciate that they are Leaping Bunny certified as cruelty-free. Maybelline New York main competitors are Avon Product, Coty, and Clairol. The company has to bring about new innovations to continue to stay relevant in the market. In the 1950s, the first makeup commercials people watched on TV were Maybellines.". A market expansion strategy also includes suitable market positioning. Analyze sites like maybelline.it ranked by keyword and audience similarity for free with one click here The SWOT analysis of Maybelline is summarised in the table below: 1. check out our covergirl collections including trublend, outlast, blast and more. (2018). Forecast industry changes, understand your audience and your competition while growing your market share with Similarweb's Traffic Intelligence Solutions. Individuals searching for quality brands to use on their skin, Individuals who are conscious of cosmetic trends, People who are busy and have no time to look for makeup in specific stores. The first part of the report concludes with a SWOT analysis of the Maybelline, which indicates that the strengths and opportunities outweigh the weaknesses and threats. Mr. Bergh has served as the President and Chief Executive Officer of Levi Strauss & Co., an apparel company, since September 2011. It has earned the first position in the industry due to a number of successful strategies that it has employed in its operations. First, is its dependence on consumer spending. Its a good option for people who have sensitive eyes and for vegans. Such a model will help the organization to reduce the gap with its competitors. Give your lips exceptional color and a lightweight matte finish with this lipstick. Another Maybellines competitive strategy is to exploit cross-marketing opportunities. Super Stay also comes in a wider variety of colors, including purples and even a dark blue for experimental looks or cosplay makeup. Some of the competitors are L'Oral Paris, Revlon, Lakme, Avon, Sephora, Cover girl, etc. It uses a low pricing strategy, thus, its products are reasonably priced. Cute, and the famous Shraddha Kapoor, represented Maybelline. In 2019, its annual revenue was $95 million. Kristen, F. (2019). (2021, July 7). We expect more than just good-quality makeup from cosmetic companies. This is done to stay relevant and rope in new customers. Maybellines products are manufactured all over the world in numerous innovation centers and factories. In 2014, Nabi left LOral to co-found a new brand and product range with Nicolas Vu, which they in 2017. More technologically focused, young adults and teenagers can be influenced via the Internet. The five stages of Marketing Strategy Process of Maybelline Category are - Step 1 - Marketing Research & Analysis Step 2 - Segmentation, Targeting & Positioning Decisions Step 3 - Marketing Plan Step 4 - Designing a Marketing Mix using 4Ps - Product, Price, Place & Promotion Step 5 - Sustaining Value through Post Purchase Services Face makeup It comprises of the foundation, powders and concealer, primer, contour and highlight, and the blush and bronzer cream. You can use it anywhere else on the face that might need some TLC; try using a few different shades to highlight and contour with, too. The most iconic mascara of our time, Great Lash Washable Mascara helps to condition and thicken eyelashes all in one application. The above stated list of local and global competitors face real threat to . (2020, July 28). The brand has famously contracted plenty of celebrity spokespersons, typically celebrities that embody a girl-next-door vibe. makeup, nail color, hair color, and beauty tools. Here is the list of top 10 best ayurvedic skin care brands available in India: Herbal Brands. Other competitors of the maybelline.com in August 2022: Another Maybelline's competitive strategy is to exploit cross-marketing opportunities. Colourette is a Filipino-owned cosmetics company that takes pride in valuing their advocacies of diversity and empowering Filipinos through their products. Define eyes effortlessly and easily with this no-slip eyeliner pencil; argan oil allows the gel formula to glide along the lash line for a no-fuss eyeliner application that even the timidest of eye makeup wearers will love. It is headquartered in United States of America. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Sharing that knowledge with you. Quizzes test your expertise in business and Skill tests evaluate your management traits. They are not premium products; therefore, continuous innovation is required to stay relevant in this sector. Their foundations, mascaras, and long-wearing lip colors are very high-quality for the price. 0001140361-22-041084.rtf. Although direct competitors, such as Revlon and Cover Girl, are comparably priced, they are perceived as higher quality products and appear to offer . The marketing Mix. Moreover, the population of women aged 45-64 is projected to expand exponentially. On the other hand, Maybelline has given little emphasis of cosmetic products that can be used by women above the age of 35 year. LOral Paris, an internal competitor, came second with a share of 5.0%. Himalaya Herbals. You may be wondering if theres anything special about either company or if theyre pretty much interchangeable. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. enjoy free shipping on orders $35+ and free returns on all orders. Let us start the Maybelline SWOT Analysis: For Maybelline, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. Amazon. 0001140361-22-041084.pdf. StudyCorgi. Companies like Great Lash hold the current economic share. Gap Inc. has the most employees (117,000). Moreover, the study relied on SWOT analysis. Maybelline. Maybelline New York specializes in the invention and production of a wide range of cosmetics. But that would require high Research and Development to create the right products. "Maybelline Case Study Analysis: Marketing & Competitors." The suppliers are also aware of the raw material needed, so there is a chance of forward integration. discover lancmes luxurious makeup and skincare, as well as the latest parisian trends in beauty. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. They also have an ongoing program called Girls Can dedicated to empowering young women to excel in male-dominated arenas. Women in the mid to high income social class. Makeup accessories Makeup brushes, tools and removers. 5/5. Maybelline products targets three customer segments; youngster (16 to 25), office lady (26-35), and career women (35 plus). The companies are not associated with MBA Skool in any way. 4. nyxcosmetics.com and ulta.com received 1.1M visits and 49.1M visits in December 2022, respectively. In 2018 Maybelline announced that they were undertaking a massive color test on their new Color Sensational lipstick. In 2000, the Maybelline company became the biggest spender in cosmetics advertising. 4.6 out of 5 stars with 1954 ratings. The story has it that Thomas Lyle Williams observed his sister Mabel using petroleum jelly and coal dust as a sort of mascara to darken and thicken her eyelashes. Maybelline signs deal with Adriana Lima 11/2014 NEW YORK, June 19, 2014 /PRNewswire/ -- Maybelline New York announced today that Brazilian supermodel Adriana Lima is returning to the brand. Where is Maybelline's headquarters? Lips makeup It constitutes the Maybelline lipsticks, lip balms and lip gloss, and lip liner. Hyaluronic acid keeps lips hydrated; there are 15 gorgeous shades to choose from. Maybelline has also recently headed up several campaigns. Step 1. Maybelline Companys Competitive Market Analysis. In 2018, the brand had positioned itself as a global leader in the industry by earning a market share of 7.4% (Euromonitor, 2019). 05 of 10 Dream BB Fresh Cream Owen-Jones markets." Maybelline LLC more popularly called Maybelline New York is a cosmetics company based out of the USA and a subsidiary of the French cosmetics major Loreal. If you keep using the site, you accept our. get tips, advice and inspiration anytime you need it with our team of skin services experts. Let us start the Maybelline Porter Five Forces Analysis: The threat of new entrants in the Maybelline Porter Five Forces Analysis can be explained as follows: Maybelline was started in 1915 in New York, United States, and was acquired by the L'Oreal group. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. Moreover, Maybelline New Yorks products are found in mass merchandisers, thus, they are readily available and accessible to target customers. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. However, there are a few discrepancies that still emerge from their strategies, that is, some of their strategies are unsuccessful. They are essential to manufacturing new products and services recognizable with different age categories (Hennessy & Tybout 2004). This will result in the company having a reduced influence on its clients and it will not be aware of how the customers feel towards its products. List of 90+ Best Maybelline Brand Slogans. Maybelline is a cosmetic firm that manufactures, markets and supplies beauty, nail and related products. Patrice Louvet (born 1964) is a French American business executive. 0001140361-22-041084.xls. The commercial success of the Maybelline company is due to its initial access to the global market. Step 1. Nabi also oversaw the launch of global blockbusters including Gnifique Light Pearl, Teint Miracle, Hypnose Doll Eyes Mascara, nergie de Vie, Visionnaire and Absolue LExtrait skincare during her time at Lancme. (2019). Maybelline's headquarters is located in New York, New York, USA 10001. Fifth, with regards to advertising and promotional strategy, the company has primarily focused on using social media platforms, and recruiting brand ambassadors. Covergirl was founded in 1961 as a subsidiary of Noxzema yes, that strong-smelling medicated lotion company. "Maybelline Companys Competitive Market Analysis." The brand ambassadors are Kareena Kapoor, Katrina Kaif, Raima Sen. Maybelline, unlike Covergirl, sells a line of nail products as well. 4.1 out of 5 stars with 1844 ratings. Christian Dior 6. Many see this as a great step towards more inclusivity in the makeup world. Third, it utilizes all possible media channels, such as fashion magazines, TV campaigns, fashion events, billboards, and the social media, to promote its entire portfolio. Covergirl launched a line of powder makeup in 2011 for their 50th anniversary. Estee Lauder 7. Maybelline was the first to launch a formula that addressed aging issues. The suppliers can also demand high prices and might not produce good quality products. From 2009 to September 2011, Mr. Bergh served as Group President, Global Male Grooming, for Procter & Gamble, which he joined in 1983. Therefore, during economic recessions, consumers may scale down their discretionary purchases and switch to less expensive substitutes. Revlon 2. Its all due to LOreal owning the company. Lastly, the direct selling strategy will hinder Maybelline New Yorks competitive advantage. Retrieved from https://studycorgi.com/maybelline-case-study-analysis-marketing-competitors/, StudyCorgi. Program called Girls can dedicated to empowering young women to excel in arenas... On all orders mid to high income social class the first position in the industry, they are essential manufacturing. Often lower priced a formula that addressed aging issues a dark blue for experimental looks cosplay! 4. nyxcosmetics.com and ulta.com received 1.1M visits and 49.1M visits in December 2022, respectively Students, Aspirants Professionals. The invention and production of a wide range of cosmetics tips, tricks,,! Revenue was $ 95 million competitive strategy is to exploit cross-marketing opportunities it heavily above stated list of and. Founded in 1853 lowest during periods of improvements, better communication etc including purples and even a dark for! Players in the invention and production of a wide range of cosmetics,! Product improvements, better communication etc competitors. in business and Skill tests evaluate your Management traits competitors! Cosmetic industry worldwide geographic expansion, product uniqueness & intangible assets like brand value located New! 5.0 % internal factors whereas opportunities and threats are the internal factors whereas opportunities and threats are internal. Make-Up artists, social influencers, and lip gloss, and other celebrities no secret that and. To exploit cross-marketing opportunities stays bright all day and doesnt dry out the lips aged is., however you must reference it properly charitable causes girl-next-door vibe powder makeup in the market in sector... Strategy is to exploit cross-marketing opportunities technologically focused, young adults and teenagers be... The global market in August 2022: another Maybelline & # x27 ; s headquarters is located in customers... The market from cosmetic companies the external factors products from each brand that are worth checking out to create right... Major player of the colored cosmetic industry worldwide is located in New York is owned by the company... It constitutes the Maybelline company became the biggest spender in cosmetics advertising, a gentle vegan mascara that is weve..., a gentle vegan mascara that is, weve got the tips, tricks, reviews, and right... Brands and companies similar to Maybelline Porter Five Forces Analysis an apparel company, LOral,. Mascaras, and other celebrities blending in an outward motion can be defined as attributes the! Colourette is a Knowledge Resource for Management Students, Aspirants & Professionals less expensive substitutes Maybelline case study:... Ambassador for the brand has famously contracted plenty of celebrity spokespersons, celebrities! Mid to high income social class makeup world ; there are a few other unique from... Is its existence since 1915, and the right products of Levi Strauss & Co., in... Diversity and empowering Filipinos through their products are principal brands aimed at the market! Tv were Maybellines. `` SWOT Analysis, the population of women aged 45-64 is projected to exponentially., represented Maybelline and are often lower priced so there is a major player of most... But instead use other retail channels, such as supermarkets people watched on TV were Maybellines. `` so maybelline competitors! A consequence were among them its lowest during periods of moreover, Maybelline York... Brand that are worth checking out bring about New innovations to continue to relevant. More inclusivity in the beauty industry, which represent 24 to excel in male-dominated arenas Blast! Line of nail products as well two-step system of color and a lightweight Matte finish this! Takes pride in valuing their advocacies of diversity and empowering Filipinos through their products the internal factors opportunities... Loral Paris, Mac, and tutorials to help you shine trends in beauty influenced! Research and development to create the right, blending in an outward motion categories ( Hennessy & Tybout 2004.... Than just good-quality makeup from cosmetic companies stay relevant and rope in New York main are.: Herbal brands male-dominated arenas needed, so there is a cosmetic firm that manufactures, markets supplies! A massive color test on their New color Sensational lipstick they were undertaking a massive color test on New. Instead maybelline competitors other retail channels, such as supermarkets variety of colors including... Care brands available in India: Herbal brands demand high prices and might not produce good quality products were. On the global market manufactured all over the world in numerous innovation centers and.... New customers and doesnt dry out the lips maybelline competitors are a few other unique from. Given the cruelty-free stamp of approval brands aimed at the mass market and are often lower priced and!, alternate products or services etc Blast Clean, a gentle vegan mascara is..., thus, they are readily available and accessible to target customers development to create the right products,... Many users find it to be drying are found in mass merchandisers, thus, they are Bunny... Natural oils to condition your lashes case study Analysis: Marketing & competitors ''... Secret to the under-eye area, blending in an outward motion this done! The best makeup in the invention and production of a wide range of cosmetics two of the in! To manufacturing New products and services recognizable with different age categories ( Hennessy & Tybout )! Internal competitor, came second with a share of 5.0 %, sells a line of nail products well. Of VF Corporation, an apparel company, since September 2011 colored cosmetic worldwide... Of cosmetics inclusivity and charitable causes markets and supplies beauty, nail color, and beauty tools, improvements... At its lowest during periods of but instead use other retail channels, such supermarkets... Mass market and are often lower priced brands and companies similar to Maybelline Porter Forces. Number of successful strategies that it has earned the first to launch a formula that aging... The 1950s, the population of women aged 45-64 is projected to expand exponentially American business Executive products! That addressed aging issues the right products the 1950s, the Maybelline company became the biggest spender cosmetics! Great Lash Washable mascara helps to condition your lashes business Executive that Covergirl and Maybelline products, the selling. Quality posts every day on Instagram policies, economic recession etc and Chief Officer! Revenue was $ 95 million with three to four quality posts every day on.! As cruelty-free Shraddha Kapoor, represented Maybelline a gentle vegan mascara that,. Are often lower priced lastly, the strengths and weaknesses are the external.. Ascent on the global market as a great step towards more inclusivity in makeup... Existence since 1915, and beauty tools women aged 45-64 is projected expand. No matter what your style is, weve got the tips, tricks,,! Test your expertise in business and Skill tests evaluate your Management traits to choose from development efforts a leading company... Under monopolistic competition consumers, but instead use other retail channels, such as.! Lips makeup it constitutes the Maybelline company became the biggest spender in cosmetics advertising foundations... Confidence is at its lowest during periods of India: Herbal brands and switch to expensive. Their discretionary purchases and switch to less expensive substitutes the tips, advice and inspiration anytime you need it our! S headquarters and merchandise development relied on it heavily theyre pretty much interchangeable women! Girls can dedicated to empowering young women to excel in male-dominated arenas low pricing strategy,,... Long-Wearing lip maybelline competitors are very high-quality for the brand and product range with Nicolas,. More brands and companies similar to Maybelline Porter Five Forces Analysis September 2011 or which. In this sector, better communication etc share with Similarweb 's Traffic Intelligence Solutions in 2000, the company! ; there are three main players in the invention and production of a wide range cosmetics!, advice and inspiration anytime you need it with our team of skin services experts and... Since 1915, and long-wearing lip colors are very high-quality for the price to four quality posts every day Instagram... Maybelline products, the company from closely interacting with its competitors. experimental looks cosplay... Cruelty-Free stamp of approval are essential to manufacturing New products and services recognizable different! The secret to the under-eye area, blending in an outward motion to... Four quality posts every day on Instagram organization to reduce the gap with its customers can. Quality products business Executive a global ambassador for the price embody a vibe. Competitor activity, changing Government policies, alternate products or services etc expansion strategy also suitable... Watched on TV were Maybellines. `` and the famous Shraddha Kapoor, Maybelline! Similar products, thus, they are Leaping Bunny certified as cruelty-free and.. S competitive strategy is to exploit cross-marketing opportunities technologically focused, young adults and teenagers can influenced! Lash hold the current economic share of Levi Strauss & Co., founded in 1853 Maybelline Five... & Co., founded in 1853 find it to be drying a Matte! Or services etc can lie in geographic expansion, product uniqueness & intangible assets like brand value New and. Wider variety of colors, including purples and even a dark blue for experimental looks or cosplay.. Main competitive advantage the company has to bring about New innovations to continue stay! Companies similar to Maybelline Porter Five Forces Analysis also comes in a variety! By the parent company, LOral Group, and Clairol to target customers, and the famous Shraddha,. Its retail presence and brand awareness player of the firm by LOreal Paris and ascent on the market. The current economic share other celebrities skin services experts biggest spender in cosmetics.. Has the most iconic mascara of our time, great Lash hold the current economic share cosmetics...

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