Maybelline: All offline stores in China will be closed!

On July 26, it was reported that Maybelline, a beauty brand with a history of more than 100 years, will close all offline stores in China one after another.

For Chinese consumers, Maybelline is cheaper than the big brands, but the quality is not inferior to the big brands. The design advertisements shot by Maybelline in the past are often turned out by netizens to be nostalgic.

According to the data, Maybelline is an old American beauty brand with a history of more than 100 years.When the brand was established in 1917, it produced the world’s first modern eye cosmetic – Maybelline New York Block Mascara; it was acquired by L’Oreal Group in 1996 and officially became a brand of L’Oreal; in 2004 it was officially renamed “Maybelline New York” , the headquarters moved from Memphis to New York.

Maybelline’s positioning of mass cosmetics is the enlightenment of countless Chinese consumers to makeup. Everyone knows the slogan “Beauty comes from the heart, beauty comes from Maybelline New York”.

In addition, this beauty brand, which has been in China for more than 20 years, will only retain Watsons counters offline, and the rest of the sales channels will be transferred online. Its official customer service said that according to the offline market performance and sales statistics, the online may be more suitable for Maybelline brand sales.

It is reported that Maybelline’s plan to close all offline stores in China is not a temporary initiative.In 2018, Maybelline began to gradually reduce and close the supermarket channels, which has already released the signal of offline retreat. At that time, under the background of the rise of domestic e-commerce channels and the intensified competition in the beauty market,Maybelline set out to find a breakthrough. This strategic adjustment is to better promote product sales.

Maybelline’s development and design capabilities to product sales strategies are all worth learning from the Chinese makeup industry.