XMPie-Enabled B2Me Marketing from Strategies Drives Maybelline Sales and LoyaltyRESSOURCES

XMPie-Enabled B2Me Marketing from Strategies Drives Maybelline Sales and Loyalty

A series of three, highly engaging, full-color and fully personalized 20-page booklets containing cosmetics lessons, personal product recommendations, and trackable discount coupons.

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Makeup tools

Long-time client Maybelline New York approached Strategies about a marketing challenge:
improving loyalty in its cosmetics business, where consumers tend to use multiple brands for their range of makeup needs. “It’s mind-boggling, but that’s what XMPie does – puts together all of our components and makes them run right,” said Strategies President Mark Morin.

To meet Maybelline’s challenge, Strategies developed a “B2Me™” campaign – direct marketing that applies deep personalization and content marketing to create relevant messaging based upon rational, emotional, physical and relational characteristics. The campaign goals: educate consumers about choosing and using cosmetics, and recommend which Maybelline products best suit them, based upon their physical characteristics and makeup personality.

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