E-Commerce E-Commerce Supports Field Supports Field Employees At Employees At MaybellineMaybelline

Carrie LawCarrie Law

HistoryHistory

Founded in 1915Founded in 1915 Named after William’s oldest Named after William’s oldest

sistersister 1917 Cake Mascara1917 Cake Mascara 1932 available in stores (10 cents)1932 available in stores (10 cents) 1920s introduced eyeshadows1920s introduced eyeshadows Great Lash in 1971Great Lash in 1971

L’Oreal’s L’Oreal’s Acquisition Acquisition of of

MaybellineMaybelline Bought out in 1996Bought out in 1996 Changed Names of existing productsChanged Names of existing products Changed color paletteChanged color palette Promoted ‘Urban American Chic’Promoted ‘Urban American Chic’ Sales jump from 1996 to todaySales jump from 1996 to today

(5) Core Business Lines:(5) Core Business Lines:

1.) Hair Color1.) Hair Color ((RedkenRedken))

2.) Hair Care2.) Hair Care ((GarnierGarnier FructisFructis))

3.) Skin Care3.) Skin Care (Vichy)(Vichy)

4.) Color Cosmetics4.) Color Cosmetics ((MaybellineMaybelline))

5.) Fragrances5.) Fragrances (Ralph Lauren)(Ralph Lauren)

Brand PortfolioBrand Portfolio

World leader in Beauty IndustryWorld leader in Beauty Industry Grosses $12 billion/yearGrosses $12 billion/year 10 Global Brands10 Global Brands Continuously looking for more Continuously looking for more

acquisitionsacquisitions Each marketed to different segmentsEach marketed to different segments Some brands/products marketed for Some brands/products marketed for

specific ethnicitiesspecific ethnicities

Self-CompetitionSelf-Competition (fight themselves (fight themselves in order in order to beat un-to beat un-owned brands)owned brands)

NiveaNivea Oil of OlayOil of Olay ClairolClairol Estee LauderEstee Lauder Cover GirlCover Girl

CompetitionCompetition

Problem with Problem with Maybelline’s Maybelline’s Information Information

TechnologyTechnology

Field Reps equipped with an Field Reps equipped with an interactive voiceinteractive voice response response (IVR) system(IVR) system

Paper surveys filled out at different storesPaper surveys filled out at different stores Then, reps had to translate the data into Then, reps had to translate the data into

answers the IVR would recognize and answers the IVR would recognize and acceptaccept

Call and punch appropriate numbers into Call and punch appropriate numbers into phone in response to automated questionsphone in response to automated questions

Time consuming (a half- hour or more) Time consuming (a half- hour or more) InflexibleInflexible Headquarters received info too lateHeadquarters received info too late

Why IVRs are No GoodWhy IVRs are No Good

Better than Fax/MailBetter than Fax/Mail

No cumbersome machineNo cumbersome machine No papers laying aroundNo papers laying around No file cabinetNo file cabinet Less time to travel Less time to travel Guaranteed arrivalGuaranteed arrival Data collected electronically Data collected electronically

with IVRwith IVR

Thinque’s SolutionThinque’s Solution

Merchandising Sales PortfolioMerchandising Sales Portfolio (MSP) (MSP) systemsystemHandheld PDAHandheld PDAPen-based writingPen-based writingFasterFasterMore accurateMore accurateFlexibleFlexibleManagers download schedules to repsManagers download schedules to reps

Automatically uploads to SQL Automatically uploads to SQL Server database at headquarters Server database at headquarters every evening by accessing every evening by accessing corporate intranet via secured corporate intranet via secured internet connectioninternet connection

Replaces inventory functions of the Replaces inventory functions of the Electronic DataElectronic Data InterchangeInterchange (EDI) (EDI)

Performs marketing analysisPerforms marketing analysisOptimize merchandising and Optimize merchandising and

customer-service effortscustomer-service efforts

ResultsResults

Managers respond much quickerManagers respond much quicker Forge stronger ties with retailersForge stronger ties with retailers Reduces amount of after-hours Reduces amount of after-hours

timetime Better quality of lifeBetter quality of life Less employee turnoverLess employee turnover More return on investmentMore return on investment

Going WirelessGoing Wireless

Everything wireless is betterEverything wireless is better Won’t need a phone line to Won’t need a phone line to

transfer datatransfer data More efficient use of resourcesMore efficient use of resources Improve, even more so, the Improve, even more so, the

timeliness of decision-makingtimeliness of decision-making

L’Oreal Company and its subset L’Oreal Company and its subset brand, Maybelline, have had great brand, Maybelline, have had great successes and will continue to do so successes and will continue to do so with:with: Improvements of ITImprovements of IT Market analysisMarket analysis Research and developmentResearch and development InnovationsInnovations Diversified global brandsDiversified global brands

Thank You!Thank You!