Maybelline New York : advertising & marketing profile

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Maybelline New York is the world's best-selling mass-market cosmetics brand. It was in fact the world's first ever mascara brand, invented by an Illinois chemist almost 100 years ago to make his sister's eyelashes look more prominent. The range now comprises an extensive range of other facial cosmetics, lipsticks, nail varnishes and applicators and other tools. It has been owned since 1996 by French cosmetics giant L'Oreal, who renamed it as Maybelline New York in 2004 to provide a counterpoint to sister brand L'Oreal Paris. The range is marketed in more than 90 countries around the world. L'Oreal also extended the brand's global footprint by merging it with regional cosmetics brands such as Gemey in France and Jade in Germany.

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