By the 1940’s Maybelline’s slogan became "Isn't She, or Isn't She," with before and after photography and, the most famous slogan for several decades, "Quality Yet Sensibly Priced." These ads featured full page colored, glossy photographs of Pin up girls like Betty Grable, Rita Haworth, Hedy Lamaar and Elyse Knox, bombshells of the WW11 era.
By the 1950’s, TV slogans became more international and reached a new type of woman, the independent modern woman. The catch word became "Exotic," and the new slogan became "Achieve the new Exotic eye make up with Maybelline." Tom Lyle was the first to do "before and after" ads using the slogans:
- "What a difference Maybelline makes."
- "Be Fashion-wise accent your eyes with Maybelline." -Maybelline was now about fashion, being smart and accenting your beautiful eyes. "Preferred By Smart Women The World Over"
In 1964, Emery Shaver, the genius wordsmith who fashioned every Maybelline slogan from 1915 to 1964, died from a massive heart attack. His last slogan for Tom Lyle's prized, Ultra Lash launched that year was, "Maybelline the most prized eye cosmetics in the world". And never forget his famous, "A woman's most prized possession is a man's imagination." So, I guess the answer to "What's in a slogan?" was and still is today, SEX APPEAL!
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