Competitive Analyses

Maybelline New York Great Lash Mascara is already America’s favorite mascara and we already have a general knowledge of what the product is, so the product doesn’t necessarily have to be worn to get the consumers attention – we already know what it looks like. We are going to take advantage of that by showing a different perspective on cosmetics for commercials and pointing out the advantages of using Maybelline New York Great Lash Waterproof Mascara. “Once competition is introduced in the form of another brand, then a brand or group has to “own” benefits, differentiate, or make grander claims than others.” (Advertising by Design, John Wiley & Sons, Page 108) Doing so, will make the advertisement message clearer that using Maybelline New York Great Lash Waterproof Mascara will prevent what is happening in the image of the advertisement.  

The scenarios that will be reenacted in this advertising campaign will allow female consumers to be able to relate to what is going on in the advertisement, which will gain the interest of more consumers and grow product popularity and sales. “It must exemplify something tangible or intangible that people find compellingly relevant to their lives.” (Advertising by Design, John Wiley & Sons, Page 52) The scenarios that will be used in the waterproof mascara campaign for Maybelline New York will be every day situations like getting caught in the rain, a hot and humid day, crying over a break up, and getting a little sweaty from working out. “How you visualize and compose your ides hinges on what you want to say, how you want to communicate it, to whom you are saying it, and with what nuance.” (Advertising by Design, John Wiley & Sons, Page 135) To make this advertisement successful and draw in new customers with all types of lifestyles using the situations discussed earlier will target multiple markets of women.

One of the main competitors of Maybelline is Cover Girl Cosmetics. Their advertisements are of the typical for cosmetic ad’s, consisting of a pretty face and a flawless complexion, as seen in the Cover Girl ad below. To be unique and stand out from the “normal” world of cosmetics we are approaching this campaign with a creative aspect. “Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible.” (Advertising by Design, John Wiley & Sons, Page 32). To stand out from the ordinary, the advertisements in this campaign will show the mess you can get yourself into when wearing mascara that is not waterproof.