Gen-Z, Millennial Opps: Makeup by Mario names CMO amid spend increases (Score 74)

Sales lead: Contact the new CMO now to offer ad space & agency services. 

• Makeup By Mario (MBM) appointed Oskar Chabrowski as CMO in November 2023.
• Chabrowski most recently served as global marketing VP of MAC Cosmetics. 
• He now leads all of MBM's marketing operations. 

Target demographic: Gen-Z & millennial women 

The company will likely:

• Continue increasing digital spend 
• Partner with social influencers 
• Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: MBM spent about $148k on digital display ads YTD, up 66% from $89.1k spent in this channel during the same time period of 2022. 
• YTD data: 20.5m impressions via Instagram (46%), Facebook (45%), and YouTube (9%). 
• 2021-2022 spend: Full-year spend jumped from $40.9k in 2021 to $92.6k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com. 

Additional channel insights  

• Top podcasts sponsored: The John Batchelor Show, Monday Morning Podcast, Distractible, VOA Learning English Podcast, and Football Daily. 

Agency analysis:

• Opportunity:
  • We have not confirmed any current agency relationships for MBM.