Case Study: Maybelline New York boosts loyalty and sales with Xerox Corporation’s XMPie-enabled personalized marketing

Maybelline New York - Customer Case Study

Maybelline New York, the number one cosmetics company in America, wanted to improve customer loyalty, educate consumers one-to-one, and encourage shoppers to try new products—especially in product categories where it had smaller market share. Working with Xerox Corporation through XMPie-enabled personalized marketing and print capabilities, the company set out to create a more relevant, data-driven cosmetics experience.

Xerox Corporation helped power a three-part campaign featuring highly personalized 20-page booklets with beauty lessons, product recommendations, and trackable coupons, built from questionnaire data collected via a microsite and produced using XMPie and Xerox iGen4 Press technology. The results were strong: coupon redemptions were multiple times higher than previous non-personalized campaigns, much of the lift came from new customers switching from competitive brands, and the effort also improved brand appreciation and recommendation intent.

Maybelline New York