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From Maybelline appoints new global brand president amid Rhode's influence

How could Maybelline's shift toward disruptive marketing affect Revlon?

Possible What happens if… A possibility worth considering, not a forecast.

Maybelline's new marketing style may increase pressure on Revlon Maybelline is adopting a new, less coherent marketing style, influenced by the success of Rhode's syntactically confusing tagline. The company unveiled its new slogan, “Maybe. We’re born with it. Maybe. It’s Maybelline,” which is a bizarre remix of an older slogan. Because Maybelline and Revlon actively compete for market share in the budget-friendly drugstore segment, this shift in marketing approach could intensify the competitive pressure on Revlon.

Reported by 1 independent outlet Written Yesterday
Effect
Mild negative
How direct
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When
Within weeks
The story
No new developments lately

How it reaches Revlon

Reported by news outletsBrind's reasoning

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The facts so far

As reported. Each one links to where it comes from.

  • Rhode launched with the tagline “One of everything really good,” which was syntactically confusing and led to its acquisition by e.l.f. beauty for $1 billion.slate.com
  • Maybelline unveiled its new tagline as “Maybe. We’re born with it. Maybe. It’s Maybelline”.slate.com

Why it matters

For Revlon, the stakes involve maintaining market share and brand relevance within the highly competitive budget-friendly drugstore segment. As a major player in this space, Revlon must navigate the marketing shifts of its rivals, particularly when a competitor adopts a highly disruptive and attention-grabbing strategy.

This dynamic is part of a broader industry trend where brands are experimenting with unconventional marketing to capture attention, a trend exemplified by Rhode's success. Both Maybelline and Revlon operate in a crowded field, meaning any significant change in a major competitor's strategy could force a reevaluation of their own marketing and product positioning.

What we don't know yet

  • How will consumers react to Maybelline's new, less coherent slogan?
  • Will Revlon respond to Maybelline's marketing shift with a counter-campaign?

What would change this answer

Maybelline's new campaign achieves high visibility and sales successThe competitive pressure on Revlon would become stronger and more immediate, potentially forcing a change in Revlon's strategy.
Revlon launches a targeted campaign emphasizing clarity and reliabilityThe effect of Maybelline's disruptive marketing could fade as Revlon successfully differentiates itself from the trend.

Who else could feel it

Other possible ripples from the same event.

Reporting

Keep going

The full eventMaybelline appoints new global brand president amid Rhode's influence Everything aboutRevlon

Brind's analysis is written by AI from the reporting linked above and can be wrong. This explainer is a possibility worth considering, not a forecast: steps marked as Brind's reasoning are not stated in the reporting. It is not investment advice; do your own research.