Maybelline had developed a new line of cosmetics for women over 40. In the first year after launch, the Revitalizing brand had grown to represent 20% of Maybelline’s total business. During year two, competitors including Revlon and L’Oreal entered the market halting Maybelline’s growth. I led a group that evaluated our market position, branding and the competition. By repositioning the brand based on psychographics rather than demographics, we rebranded as a brand that makes anyone look younger, pulling in women from 25 to 40.

Results: Turned around decline and grew brand 19% in following year.