Launching a make-up innovation in the Italian market: the Maybelline case

Abstract

The scope of this dissertation was the identification of the best way of structuring an innovation launch, in order to analyze the case of a make-up product launched by the brand Maybelline New York. In a previous part, the work aims at inspecting what the literature reported about how to design a new product launch: we identified a framework that structures product launch decision-making in strategic decisions, tactical decisions, and information-gathering activities. In a second section, the dissertation focuses on the development of the launch in the Italian market of Tattoo Brow 3 Days, an eyebrows tint that represents an innovation in the make-up industry. In chapter 2, we inspected the strategic decisions and the information-gathering activities concerning the launch: first, we examined the market strategy, the firm strategy, the product strategy, the competitive strategy and the time-to-market of the launch, and then, to integrate the strategic scenario, we focused on the identification of the target audience and the development of the consumer insight for each cluster of consumers. In chapter 3, we analyzed the tactical decisions for launching Tattoo Brow 3 Days: distribution and sales force effort, pricing, and the promotion and advertising campaign. At last, chapter 4 considers how Tattoo Brow 3 Days performed in UK, in order to set expectations for the product launch in Italy.