Different from other multinational cosmetics group, L'Oreal adopted a comprehensive brand and product strategy. Therefore, after the acquisition of Maybelline, according to the original characteristics of the brand, L'Oreal continues its popular location, but the re-build its brand image. Shortly after the acquisition, Maybelline's headquarters moved from Memphis metropolitan New York. Since then, in overseas markets, follow the L'Oreal flagship product - "Paris - L'Oreal" approach, Maybelline behind the increase of trade mark "New York" word, the purpose of doing so is to tell consumers clearly This is from New York products, it certainly represents a sexy, internationalization, and the latest fashion. Fashion, popular location makes the Maybelline in Japan, Taiwan, Europe and other places popular. In 2002, it accounted for 19% of global market share.
     In China, according to L'Oreal China president Paolo Gasparrini's "pyramid-style strategy," Maybelline continue to be positioned as a mass consumer goods. Maybelline have had a slogan "let every Chinese woman at least a Maybelline product." In order to achieve this purpose, Maybelline worked out on China's consumer price very affinity. Basically, the price of Maybelline lipstick in the range of 30-60 yuan. And Shiseido's similar product prices mostly in the more than 100 yuan, such as SK Ⅱ this brand, similar products the price is almost 10 times as Maybelline. With this year's price-cutting behavior during SARS, Maybelline products in the price more and more able to provide general public consumption, in their promotional activities, the price of individual types of lipstick is even as low as 10 yuan, more than most of the domestic brands the price is even lower, which greatly stimulated the pursuit of price-sensitive but the trend of low-end consumer brand.