Maybelline: dilemmas and challenges of launching in Brazil

Abstract You were hired as L’Oréal’s marketing manager to launch the American makeup brand Maybelline in Brazil. The global launch of this American brand is vital for L’Oréal, and Brazil is one of the eight priority countries in this process. You prepare for the launch in Brazil, positioning the brand according to the guidelines of the global team, and design the marketing mix according to this positioning. However, a macroeconomic change in Brazil negatively impacts your plans, and it is up to you, the leader of the Maybelline brand in Brazil, to propose to the matrix an alternative so that the launch is not canceled.