Maybelline New York is the number one cosmetic brand globally -- sells in 90 countries and has products in most every major mass-market retailer in the world. Maybelline's annual sales exceed $1billion with over 50,000 employees (Maybelline Sales, Inc
Modern business evolves quicker than ever before. Globalization has taken over the organization environment, and with this business is forced to undergo continuous and rapid change driven by increasing stakeholder expectations, new technological advances, and competition that is not only global, but viral (Bendell, 2005)
An average Maybelline product is available in lower price venues than Revlon or L'Oreal, but higher than Elle 17. Maybelline sits between budget and premium brands and tends to drive premium imagery at a price point lower than many other imported brands" (Pinto, 2012)