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It also renewed its focus on its emerging markets including Asia and Eastern Europe. In China, Maybelline was sold in 40 cities and the company hoped to up that number to 80. Owen-Jones stated in a 1998 Women's Wear Daily article, "It's the beginning of the Chinese snowball. There have been three million Maybelline lipsticks sold. Our aim is to make sure every Chinese woman has a lipstick in her hand instead of the Little Red Book." Latin America also became a key market focus, especially after an economic crisis shook the Asian region in the latter half of the 1990s.
In 1998, Cosmair acquired Soft Sheen Products Inc...
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