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.