Interview with Caroline Lamprecht, Marketing Director at GEMEY MAYBELLINE FRANCE
22nd November 2011
Agence L / Womenology
Is there a typical Gemey Maybelline woman? Or are there several Gemey Maybelline women?
There are several types of women, that’s absolutely certain. Primarily, we’re a brand with a double logo. The Gemey woman isn’t the Maybelline woman and there are also “Gemey-Maybellines”. Historically, the Gemey woman is a bit older. Women in their 40s and over call the brand Gemey, not Gemey Maybelline. They’re very attached to the values of Gemey, a traditional French brand with quality products that inspire confidence. Gemey and Maybelline are complementary. And to this duo, Maybelline provides all the energy of New York, the trends, the colours, in one word the SHOW! The Maybelline woman is young, very trendy, on the lookout for innovation and must-haves!
« We Love Make-up » is a community website created in May 2010 by the Gemey-Maybelline brand and the Mediagong agency where members can talk about make-up.
The users (about 30,000 members) can create an account and talk about the products they want to buy or the products they have tried, share make-up tips via videos they have made and publish photos of themselves and their make-up looks.
Each month, the members vote for the look of the month. The winners can win a year’s supply of Gemey-Maybelline make-up. The members can also organise a Make-up Party where young women meet up to take part in a home make-up session. Creating a Make-up Party is an opportunity to win make-up training organised by the brand.