Case Study: Maybelline Chooses Responsive Web Design Over Mobile Apps

Companies operating in Asia Pacific (AP) need to adopt a mobile-first strategy when engaging customers and prospects. But the high degree of mobile device heterogeneity in terms of screen sizes and operating systems means that eBusiness and channel strategy professionals struggle to effectively build and manage mobile solutions — a problem that is even more acute for organizations with a presence in multiple AP countries. Maybelline faced this very challenge as it planned to implement a mobile solution in 10 countries in the region. This case study describes Maybelline's journey to help eBusiness and channel strategy professionals understand why Maybelline chose responsive web design over building native mobile apps, how it designed and implemented the solution, and what the early benefits were.