Sharrie Williams, author of The Maybelline Story, is an original descendant of the Maybelline family. Her Great uncle, Tom Lyle Williams, founded the Maybelline Co in 1915 and sold it in 1967. Sharrie shares her family's photos, stories and vintage Maybelline ads.
“Maybe she’s born with it. Maybe it’s Maybelline.”
It’s iconic. It makes me think of those glossy advertisements on the busy streets of New York City where some glamorous woman stares straight down the lens as she confidently utters those famous words.
As far as taglines go, it’s as ubiquitous as Nike’s “Just Do It” or L’Oreal’s “Because you’re worth it.”
And it’s now gone. Done. See ya later, alligator.
As of January 2016, Maybelline are operating under a new, dare I say fresh,motto:
“Make It Happen.” Make. It. Happen.
So authoritative. So direct.
No more of this passive “maybe” stuff; Maybelline is getting shit done, people.
The Glow contacted the beauty brand to ask about its new direction. Sjaan Lawson, Maybelline New York’s Marketing Manager, said it’s all about inspiring modern women to express themselves.
“There are no more maybes, women today are not content to just take life as it comes. ‘Make it happen’ is about empowering women to define their own beauty, express their own it factor and make things happen,” she explained.