During week 7, we studied the numerous methodolgies that companies take to understand consumer behaviors and the global standards of beauty. The blog article by Avada called "Maybelline Marketing Strategy & Ads: One of The Biggest Cosmetics Brands," provides a deep analysis of Maybelline's different methods to drive engagement and build consumer loyalty with it's beauty products via influencer marketing.

Maybelline has jumped on the trend of using influencers as brand ambassadors, going beyond just paying them to post content on Instagram. They've been involving influencers in mainstream and multi-channel promotions, capitalizing on the popularity and reputation of beauty bloggers and vloggers. To further their emphasis on diversity, Maybelline even named Manny Gutierrez (also known as 'Manny MUA') as their first male brand ambassador, utilizing his large Instagram and YouTube following of over 4 million and 2.1 million at the time (AvadaBlog, 2022).

To create excitement and anticipation for new product launches, Maybelline uses visual tools and influencer-driven content for continuous interaction. For example, they created a make-up line collaborating with Gigi Hadid, utilizing the #GigixMaybelline hashtag to cleverly generate interest and anticipation for the event. This was one of their most top selling makeup collaborations of all time. Maybelline focuses on making sites like Instagram a place for engagement, often asking questions or inviting followers to tag friends to encourage interaction.

Unlike many beauty brands that struggle to use other social media platforms effectively, Maybelline takes a channel-specific approach, producing high-quality and personalized content for various platforms. For instance, they use Pinterest to provide useful and insightful makeup tips through their 'Get the Look' feature. On YouTube, they even produced a challenge-themed series with influencer NikkieTutorials, taking a more personable and humerous approach to promoting the brand, along with "Get ready with me" videos as well (AvadaBlog, 2022). This allows the brand to reach consumers looking for this type of content online, giving them a reason to subscribe and return. Maybelline has also recently collabed with TikTok makeup guru Mikayla Nogueira who has over 14 million followers, becoming a big part of promoting the brand, and building a solid fan base.