Challenge

Makeup is a complex product to choose and to use. Many women struggle with choosing the right makeup for them because of this dizzying array of possibilities. That’s why Maybelline New York tasked Strategies with creating a relationship-marketing program designed to demystify choosing and using makeup.

Solution

Using the principles of B2Me™, we created a series of fully customized MNY Beauty Guides. Each issue of the Guide contains advice and tips, product recommendations as well as special offers that allowed subscribers to try MNY products at a discount. And each copy of the Guide is fully customized to the readers’ physical characteristics (eye color, hair and skin color), their makeup personality, etc., in order to make appropriate recommendations for the shades and products that are right for each customer. In all, over 3,5 million unique variations.

View the Canada Post conference on B2Me™.