The economy forced Tom Lyle to let go of marketing Maybelline through mail order and instead place it in drug stores where young women could purchase it at an affordable price. The Movie Industry as well in the 1930's became a contributing factor towards Tom Lyle's success, as more and more people sought escape through the golden age of films. The timing of sound mixed with glamours larger than life movie stars, enhanced a desire for personal image and a fascination with beautiful eyes. This new passion for personal identity brought swarms of women into drug stores, ready to shell out a dime for a little red and gold box of Maybelline, which always represented
"quality yet sensibly priced."
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