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Maybelline New York is one of the most widespread and well-known makeup brands in the world.
Although the market for makeup has always had stiff competition due to the sheer number of
competitors, Maybelline has always managed to carve their niche. They could also sustain themselves
through both the World Wars despite not selling a product of necessity.
O RIGIN
The earliest makings of the brand were in 1913 in Chicago by Thomas Lyle Williams. As the story
goes, Maybel Williams singed off her
eyebrows while cooking and applied a
mixture of coal dust and petroleum jelly to
what was left of her eyebrows to fix them.
This is where Thomas supposedly, got the
idea for Lash-Brow-Ine. However, similar
products already existed in the market
(though not in America) and it is possible
that he wanted to replicate their success
through a mail-order business. Figure 1. The first Maybelline product with its packaging and the Maybell
girl
I NITIAL A DVERTISEMENTS ( THE 1910 S AND 1920 S )
The Lash-Brow-Ine was available through mail order for 50 cents (small) and 1 dollar (large). Once
the products’ sales picked up Thomas invested in advertising. The first advertisement came out in
1916 in the magazine ‘Photoplay’. As the
business grew, ads were placed in other
magazines as well.
In all their advertisement copies, even later into the future they
repeatedly mention that it is safe and harmless. This was
because of the many cases of other eye beautifiers in the market
that had caused stinging of eyes and some other minor
symptoms. Even though Maybelline reworked their product
formula to be less smarting after the initial tests, they repeatedly
assured the customers of its safety.
Figure 3. An ad with the Maybell girl
Emery Shaver, part-time advertiser and life partner of Thomas
Lyle, was the man behind the advertisements. Both he and Thomas Lyle understood the value of
celebrity endorsements in a time when it was a fairly new concept. They involved the film and
theatre stars of the day like Phyllis Haver, Ethel Clayton, Viola Dana, and Natalie Moorhead in their
poster ads. By 1929, they had spent over one
million dollars in advertising. They particularly
needed advertising not only to promote the
product and rebrand themselves after the ‘Lash-
Brow-Ine’ incident but also to abate a certain
stigma towards eye makeup.
In 1933, the Lash Lure scandal hit Maybelline. The scandal involved people being blinded
horrendously by a mascara from a different brand. The initial report that was released about the
scandal did not mention the brand by name, and hence all mascara and eye beauty product sales
dipped in this year. Hence, Maybelline released ads that specifically mentioned the lack of harmful
chemicals in their products by saying ‘contains no dye’ or ‘absolutely harmless’.
The same year, Harold Ragland joined the company and brought a professional drive to the
Maybelline brand. He revamped their distribution channels and boosted their sales by bringing the
products to the stores.
M AGAZINE A DS
Most advertisements before 1930 were centered around
the product and gave detailed descriptions of the
product every time. Some ads, however, experimented
with having a single large image and a catchy line.
The Maybell girl was completely removed from the brand and replaced with more contemporary
images.
T HE 1940 S
Both the World Wars had a great impact on all makeup
products. The number of brands selling makeup was cut
down from 815 to 490 during the Wars. Maybelline began
advertising makeup in a way that was not unsimilar to war
propaganda.
The script font of the word ‘Maybelline’ was also made more contemporary.
The advertisements are still centered around the product and talks
about its benefits. But since they have vastly increased their
product range, they attempt to advertise multiple products in a
single ad. Figure 9. Multiple products with a model's
eyes on every packaging
There were still advertisements that featured actresses of the day.
However, the other ads and packaging featured a model’s eyes with
makeup. This would later become the signature Maybelline eye in the
1960s.
The company was sold to Plough in 1967. This did not impact the
existing products, but rather increased their sales force and
introduced new products.
There are other ads as well, along similar lines. A couple of ads focuses on how a woman’s eyes
should look beautiful for the man and had a romantic waltz-like instrumental music at the
background. This ad was comparatively more feminine and luxurious in nature. It used
fear/persuasion tactic to get its point across.
In all of the ads, the try to deliver the message ‘sensibly priced beauty only at Maybelline’.
Although the ads’ impact cannot be analyzed now, Maybelline’s rising sales throughout the decade
stands for their success. Their sales steadily rose and
amounted up to US$25 million in 1966.
C OMMERCIALS
There were a lot of advertisements that came out in these decades
due to the commonness of a TV in nearly every household. The ‘Writing Makeup’ campaign (1978-
79) was one of the popular campaigns of the decade. Most makeup came in the shape of a pencil,
and they associated makeup with writing and came up with the slogan ‘Write a face as unique as your
Figure 13. Lynda Carter endorsing signature, face writing is here’. The ad features a model simply
Maybelline Moisture Whip lipsticks drawing on her lips with the lip pencil and on her cheek with the
blush while walking going to work. This is an example of association (simile) in advertising.
The nail color advertisement was originally a TVC and showed the same contents in video form as
the magazine ad.
T HE 1990 S
Wasserstein Perella & Co. acquired Maybelline in 1990
and a year later the famous Maybelline tagline, ‘Maybe
she’s born with it, Maybe it’s Maybelline’ was created.
Every product they put out in the market was not new in
design, so they did not need to educate people about the
product itself. They only needed to introduce the
product to the market. So they try to invoke an emotion
within the minds of the consumers by using specific
words, like, ‘glorious’, ‘revitalizing’, ‘moisture’ etc.
Christy Turlington becomes a spokesmodel for Maybelline and is featured in the ads shown.
C OMMERCIALS
The commercials of this decade pick up the pace even further compared to the previous decades.
The fast-paced relay of information seems to be a signifier of the modern era. This may also be
because advertising needed to be fast paced to catch the attention of the consumers who could easily
skip the ads. The advertisements announce new product collections released.
The Revitalizing Makeup line was made for women above 35 years of age, which is not their usual
TA. This line is supposed to cover fine lines, and slow down other signs of aging. It was advertised
by models who looked younger than their age.
P RINT ADS
Starting from 2001, Maybelline was renamed Maybelline New
York as a counterpoint to L’Oreal Paris.
Figure 15. Adriana Lima for Maybelline
In the 2000s, the ads generally feature the spokesmodels
against a colorful gradient and light shimmer filled
Figure 17. Jourdan Dunn, a woman of color as Figure 16. Kemp Muhl for Maybelline
Maybelline's spokesmodel
background.
In 2010s, the spokesmodels are featured against a cityscape instead. The cityscape is supposed to
represent New York and the fast moving, urban woman they are catering to.
In these decades, the ads generally focus more on the image of the product and the spokesmodel
along with the brand name than the description of the product itself.
C OMMERCIALS
The commercials in the early 2000s are not really different from the 1990s except in the pacing.
While the 1990s advertisements feature sharp transitions between scenes, the 2000s features
smoother transitions lessening the sense of rush in the previous decade.
However, lifestyle advertising was still continued and showed the models in charge of themselves
which is the image they like to promote and cater to. They also completely removed any sexist
connotation in their advertisements. New makeup lines with newer and different features like
moisture rich, or lash lengthening were the feature of their advertisements. The ad would talk a bit
about the features but always showed it in video for a more convincing look.
C ONCLUSION
Maybelline’s advertisements have undergone lots of changes since their conception due to many
reasons. With time, their product range, spokesmodels, marketing strategies and a lot more have
changed. But they retained their fundamental identity of providing affordable makeup for all
women.