In 1919 women clamored to buy their Maybelline. Beautiful ads in the popular magazines impressed them, and retail stores continue to purchase small amounts of Maybelline. The gravy load of purchases continued through mail orders from the classifieds, but more and more women asked their drugstores to carry it, as now it was okay for women to drop the Victorian image, dress up and use cosmetics. The mass appeal and market for cosmetics was assured with the advent for the dime store. Tom Lyle changed the copy of his ads from “mail order” to “obtainable at your cosmetic dealer.”
Tom Lyle also changed the packaging to an elegant little red box with gold script and an oval portrait of a suitably prim Gibson Girl type with especially lovely eyes. Inside was a cake of mascara with a tiny mirror and application brush as bonus items. By rubbing the brush back and forth across the cake, women everywhere could then easily stroke their eyelashes into long, dark lovely wisps. It was a simple idea that answered the call of women everywhere for simple solutions to enhance their natural beauty.
Be sure to visit my hilarious 1964 Saffrons Rule Blog at