Maybelline competes with Revlon and Lakme in the colour cosmetics market in India. Revlon too has grown 65 per cent to strengthen its share to 13 per cent during the period. As per the data, Lakme's share stands at 34 per cent, and that of Elle 18 is 25 per cent - both of which have suffered a degrowth over the previous period. The lip and nail colour market, at Rs 107 crore, has registered a growth of 11 per cent.

Maybelline's spurt in market share is said to have come largely during the months of August and September and is attributed to the introduction of Maybelline's Ultimate Wear nail enamel which is priced at Rs 59 for 14.7 ml.The nail and lip segment of the market witnessed some marketing innovations with both Revlon and Elle 18 launching "minis" in their respective segments to grow the market. However, L'Oreal general manager Mr Mark O'Keefe says: "We do not plan to launch minis in either lip colour or nail enamels."Maybelline believes it is offering affordable prices at the current volume. Going by the share of voice of the three brands, Maybelline has made relatively higher expenditure on advertising. Of the total industry expenditure of Rs 14 crore during January-September 2000, the share of voice of Maybelline, as per the ORG-Marg data, stands at 26 per cent against Revlon's 8 per cent.

Maybelline has now introduced an Express MakeUp priced at Rs 299. L'Oreal's product of makeup currently available in the market is priced at the premium end at Rs 599.

Maybelline is also looking at increasing its distribution reach next year. The brand is currently available in 4,000 outlets. Maybelline New York globally has 900 SKUs in colour cosmetics.

Maybelline's other products in the Indian market include, Maybelline Great Lash Mascara, Great Wear Non-Transfer lipcolor, Eye Express Easy lining pen, Wondercurl Mascara, Great Lash Mascara and Mattes from Moisture Whip lipstick.