Sunday, March 29, 2020

"There’s more than meets the eye when it comes to Maybelline's history" Pittsburgh Gazette








Sharrie Williams, an original descendant of the family that started the brand, detailed Maybelline’s rise to popularity and prosperity in her 2010 book “The Maybelline Story and the Spirited Family Dynasty Behind It” (Bettie YoungsBooks, $16.99; www.maybellinebook.com). 
How well do you know Maybelline? Here are some fun facts:
■ How it started: In 1915, Mabel Williams singed her eyebrows and lashes. Unsure how long they would take to grow back, she burned a piece of cork, mixed the ashes with petroleum jelly and applied them. The jelly soothed the burn and the ash gave her brows and lashes definition. Her brother, Tom Lyle Williams, noticed how darkening them made her eyes pop, and it gave him an idea for a new kind of makeup.
■ Creating a category: At the turn of the 20th century, eye makeup was mainly worn by silent film stars to highlight their eyes on camera. For most women, options were limited to lipsticks, rouges, creams and powders. With a $500 loan, from his brother Noel J. Williams, Tom Lyle Williams launched a product called Lash-Brow-Ine for “beautifying lashes.” In those early days, it was a cake of black material in a little red box that women applied with a tiny brush. It sold for 25 cents.
■ What’s in a name?: Before Maybelline, there was no name for mascara. The company coined the term in the 1930s as a derivative of the French word mascaro, a product used to darken men’s facial hair. 
■ A makeup mainstay is born: In 1971, Maybelline debuted its Great Lash mascara — recognizable for its iconic pink-and-green packaging inspired by fashion designer Lilly Pulitzer’s vibrant hues and prints. It’s been a staple on drugstore shelves and in cosmetics bags ever since. In 2000, a tube was sold every 1.2 seconds, according to brand reports.
■ Advertising king: Quality and affordability aren’t the only reason Maybelline has made its mark. “My great-uncle wanted to be remembered as the king of advertising,” Ms. Williams says.
■ Branching out: By the 1970s, Maybelline was more than just eye makeup. There were lip glosses, blushes and much more. L’Oreal acquired the brand in 1996 and moved it to New York, where it continues to churn out new products and is a regular sponsor at New York Fashion Week.

Sunday, March 22, 2020

Maybelline a staggering success story


On the level of great American entrepreneurs, my Great uncle, Tom Lyle Williams story is a spectacular rise to the top of the business world and the cosmetic industry, with his hunches, hard work and deep-rooted faith that made it possible.


Ranging from the days when he literally couldn't spare a dime, to his building a world famous brand and cosmetic empire. Tom Lyle Williams story is a saga of American big business through depression, war and prosperity.


Most of all, though, it is a story of great personal adventure by a man who believed in himself, in his dreams, and in American as an unending frontier of opportunity.

Wednesday, March 11, 2020

Maybelline Story review by Red Headed Book Lover.



https://redheadedbooklover.com/


The Maybelline Story and the Spirited Family Dynasty Behind It, Sharrie Williams

Memoir & BiographyNonFiction
In 1915 when a kitchen stove fire singed his sister Mabel’s lashes and brows, Tom Lyle Williams watched in fascination as she performed a “secret of the harem”—mixing petroleum jelly with coal dust and ash from a burnt cork and apply it to her lashes and brows. Mabel’s simple beauty trick ignited Tom Lyle’s imagination and he started what would become a billion-dollar business, one that remains a viable American icon after nearly a century. He named it Maybelline in her honor.

Throughout the 20th century, the Maybelline Company inflated, collapsed, endured, and thrived in tandem with the nation’s upheavals—as did the family that nurtured it. Setting up shop first in Chicago, Williams later, to avoid unwanted scrutiny of his private life, cloistered himself behind the gates of his Rudolph Valentino Villa and ran his empire from a distance. Now after nearly a century of silence, this true story celebrates the life of an American entrepreneur, a man whose vision rocketed him to success along with the woman held in his orbit, Evelyn Boecher—who became his lifelong fascination and muse.

Captivated by her “roaring charisma,” he affectionately called her the “real Miss Maybelline” and based many of his advertising campaigns on the woman she represented: commandingly beautiful, hard-boiled and daring. Evelyn masterminded a life of vanity, but would fall prey to fortune hunters and a mysterious murder that even today remains unsolved. A fascinating and inspiring story, a tale both epic and intimate, alive with the clash, the hustle, the music, and dance of American enterprise.
The Maybelline Story and the Spirited Family Dynasty Behind It is a compelling, fascinating and intriguing true story that will captivate as well as entertain readers for many hours on end! The Maybelline Story is a book I knew I had to read and review ever since I found it, I knew I had to read it because I am always fascinated by people who accomplish incredible things in their life. The Maybelline Story explores a man who fit that description in every way.  From the description of the book alone, I knew that I would love The Maybelline Story, and now that I have finished it I can happily write that this book lived up to my expectations! Readers who enjoy biographies or history will love The Maybelline Story thanks to its gripping, intriguing and captivating story, so I implore you lovely readers to have a read of The Maybelline Story, as you won’t regret it!
The Maybelline Story introduces the reader to Thomas Lyle Williams, the founder of Maybelline Cosmetics and his dynasty, during the early 19th century and throughout the many years, he ran the Maybelline company. While we follow Williams on this journey, we see the ups and downs and all the challenges he and his company faced. The result is a raw and eye-opening story that will give the reader insight into the American dream and the life of an entrepreneur and this book lovers is the premise of the incredible The Maybelline Story!
The Maybelline Story has to be one of the most unique biographies I have ever read because this true story is not widely known and the sensational author, Sharrie Williams, details every critical event in her Great Uncle, Thomas Lyle William’s frascinating life.  This book reads like a juicy novel, but alas is a true story.  It's incredibly informative and much can be learned from Thomas’s saga!
The Maybelline Story is a book that is flawlessly written and executed in the most entertaining of ways. Sharrie Williams is a talented author; the reader won’t be able to think of anything else once they begin to read her book. Her descriptive prose are sensational. This combined with the extensive but concise details of the events associated with Thomas Lyle Williams, makes The Maybelline Story an unmissable and flawless read!
Usually, with biographies, I find that the author holds back on the more delicate details. However, Sharrie Williams is an author who is brazen with her work, and holds back nothing regarding the life of Thomas Lyle Williams and the Maybelline Cosmetics company in general. The outcome of this is an accurate portrayal of a notable figure in American business history that should definitely not be missed!
Overall The Maybelline Story is an intricately detailed, flawless and intriguing story about a remarkable person written by somebody who is incredibly talented and so I have no choice but to award this stellar book five stars so please if you are a reader who loves biographies of incredible people, then you should not miss out on this brilliant book! Be sure to have a read of the preview below book lovers!
Thank you so much for reading book lovers! I appreciate it so much. Here is a preview of the book for all of you lovely readers to enjoy! Please have a read of the preview and if you find that you have loved what you have read then all you need to do is follow the links below!
Goodbye for now book lovers,
P.S. Below I have attached some links about the author and this wonderful book so if you would like to learn more about the author and the book then please have a browse. Thank you so much again for reading book lovers!

Author: Blog – Facebook – Twitter – Website

Thursday, March 5, 2020

@VintageNews Thomas Lyle Williams created the first Maybelline mascara using petroleum jelly, coal dust, and ashes of a burnt cork















Domagoj Valjak Story taken directly

 from The Maybelline Story 
Maybelline, currently known as Maybelline New York, is one of the most famous makeup brands in the world. In recent decades it has been publicly represented by numerous celebrities, including Miranda Kerr, Sarah Michelle Gellar, Jessica White, Kristin Davis, and Adriana Lima. Maybelline New York is now a subsidiary of the French cosmetics giant L’Oreal, but it was once an independent makeup company. It was founded in 1915 by a young entrepreneur named Thomas Lyle Williams, who created the very first American mascara.

Williams was born in Morganfield, Kentucky, in 1896 and moved to Chicago in the early 1910s. He briefly worked for Montgomery Ward, a company that printed mail-order catalogs and shipped products to customers across the United States, but his dream was to found his own mail-order company. He spent most of his free time trying to invent some new product which would be appealing enough to jump-start his business. He never planned on inventing a new product; the revolutionary idea of a mascara came to him after his sister suffered an accident.

In early 1915, Williams’ sister Mabel burned her eyebrows and eyelashes after her kitchen stove caught fire. After she extinguished the fire, she was very keen on hiding the fact that her eyebrows and eyelashes were nonexistent.

Williams watched her as she applied some of her homemade cosmetics, a dark paste made from petroleum jelly, some coal dust, and ashes left over from a burnt cork. He was surprised to see that Mabel actually succeeded in creating fashionable fake eyebrows and even concealing her scorched eyelashes. His sister inspired him to try and perfect her makeshift paste and sell it to women across the nation.

Thomas Lyle “Tom” Williams, Sr at 18 years old
That same year, Williams founded Maybelline Laboratories, a company that he named in honor of his resourceful sister. His first product was called the “Lash-Brow” and was made from similar ingredients to the ones used by his sister. He managed to sell some of it via mail order, but the product wasn’t very successful, because Williams lacked the knowledge of chemistry required to create a neutral fragrance and to make the paste water-resistant. However, he soon teamed up with a local drug manufacturer who added several chemicals and helped him fix these problems.

1920 ad for Maybelline.
This new and perfected product was called simply “Maybelline” and was advertised as “the first modern eye cosmetic for everyday use.” It was essentially a cake eyelash coupled with an eyebrow beautifier. When Williams started selling Maybelline, he didn’t know what to expect and was surprised to see that many women across the country fell in love with the product. By the early 1920s, his company was making astronomical amounts of money and he became known as a clever entrepreneur and a respected businessman.


Ad for Maybelline eyebrow and eyelash darkener with actress Ethel Clayton, on page 116 of the January 1922 Photoplay
In 1929, Maybelline Laboratories introduced a new line of cosmetics that featured eyeshadow and eyebrow pencils. This new line was an instant success and only proved that Williams was a true visionary of makeup cosmetics. In the late 1920s and early 1930s, Maybelline products were promoted by Hollywood divas such as Phyllis Haver, Ethel Clayton, Viola Dana, and Ruth Roland.
Williams enjoyed a life of luxury and success: After World War II, he and his life partner, Emery Shaver, moved into a grandiose mansion in the Hollywood Hills previously owned by the late film star and pop idol
Rudolph Valentino.

Thomas Lyle Williams Sr with his 14-year-old son, Thomas Lyle Williams Jr., in 1926
Maybelline Laboratories continued progressing as their international joint venture. Sadly, Shaver died in 1964, just after Maybelline Ultra Lash became the first internationally mass-produced makeup utility. Although business was booming, the grief-stricken Williams grew increasingly depressed and finally sold the company in 1967, three years after the death of his partner.

Joan Crawford from Modern Screen, January 1946, Maybelline advertisement, photography by Paul Hesse
The company was purchased by Plough Inc., a company from Memphis, Tennessee, which is nowadays known as Schering-Plough. Plough Inc. owned the company until 1990 and then sold it to Wasserstein Perella & Co., a New York-based investment firm whose marketing team invented the advertising slogan “(Maybe she’s born with it.) Maybe it’s Maybelline.” in 1991. The slogan is still used to advertise the brand and is instantly recognizable across the world. In 1996, Wasserstein Perella & Co. sold the company to its present owner, L’Oreal.
Thomas Lyle Williams died in 1976 and was buried next to Shaver at Forest Lawn Memorial Park in Glendale. Although he sold his company and quietly quit the business of makeup manufacture, he will always be known as the creator of the revolutionary Maybelline mascara.

Thursday, February 20, 2020

"How Stuff is Made" @Refinery 29 Great Lash Mascara by Maybelline a cult favorite for over 49 years




                                 "GREAT LASH" Mascara





Maybelline debuted its "Great Lash Mascara" in 1971. It is still recognized by it's
 Pink and Green Chartreuse packaging inspired by Lilly Pulitzer's vibrant hues and
 prints. It's been a staple on drugstores shelves and in cosmetic bags ever since.
 It has been reported that a "Great Lash Maybelline Mascara," is sold every
1.2 seconds. 


Called the protein Mascara "Great Lash" builds rich, full body onto lashes.
 Marketing people asked Maybelline Company researchers in 1970,  to come up
 with a Mascara to thicken and lengthen lashes better than anything on the market
 and would be easy to apply.  "Great Lash" was that product. 
            

Surveys taken by Maybelline's marketing team at the time indicated consumers
 didn't consider Maybelline products fashionable, still using the original "Eye" logo.  Updating product colors changed customer perceptions. Especially the teen market


The Lilly Pulitzer Brand was popular with high society. Because Pulitzer was close
 friends with Jackie Kennedy, her designs crowned her "The Queen of Prep." And,
 "Flower Power."



From the inspiration and dedication of Tom Lyle Williams to the the Merchandiser
of Maybelline's new owners,  Schering Plough in 1971, Maybelline's "Great Lash"
has remained an all time favorite Mascara for the last 46 years. 

Monday, February 3, 2020

Celebrating Black History month, with Maybelline's first Black model, Je'Taun M. Taylor


Je'Taun M. Taylor ; Maiden name Je T'Aime Mason (origin of French word Je T'Aime, meaning "I Love You".)  She was born and raised in Chicago, IL at Cook County Hospital on August 8, 1923. Je'Taun was a very gorgeous, respectable, talented lady with a beautiful soul that shined through her heart of Gold. Her ample wittiness, and extremely broad sense of humor is what made her one of a kind. Je'Taun was all about succeeding and conquering your dreams.



Her vivacious spirit, and distinguished determination is what led to her success, but her strong faith, willingness to give, and readiness to learn is what grounded her foundation and legacy. In the late 1930's Je'Taun attended cosmetology school as well as receiving a certificate in Real Estate, while also venturing off into her own endeavors intending to capitalize off of her business ventures.



Some of those ventures included modeling. She also enjoyed altering and modeling clothes. During that time period it was very hard, especially as a woman, to be recognized, considered, or even taken serious due to not only the societies cliche' about how they portrayed women at the time, but as well as characteristic's as simple as the color of her skin. She had to fight for what she wanted. She often stated that she had to be unique in an indifferent world, she had to make a difference, do something that made a statement, and make her mark in this world. She always talked about the promise land...I'm guessing it refers to all the sacred and anointed blessings God has promised each and every one of us.





 We all have our own unique gifts and talents that He only gave to us. While doing so she also made all her loved ones a believer of Christ, with a hopeful future. She grew up in a Christian home. Her grandmother, Ruth Brown, was a Christian Science Minister. Je'Taun carried her grandmothers strong christian faith on through many generations. She gave everyone she came into contact with hope, chance, encouragement, wisdom, and unconditional love just as God does.



While yet building her modeling career, She had her first child Janice Jackson in 1941. Soon after starting her career, she gained a promising future in modeling with the well known makeup company Maybelline. She was ecstatic to form such a promising future doing exactly what she had wanted to do. She took great joy in modeling for Maybelline. Her career continued to advance with Maybelline, as well as the few business ventures she did with Christian Dior. 
After becoming a bit more successful She then met and married Henry C. Taylor the Vice President of REO movers and van lines, Inc in Chicago, IL. Henry C. Taylor was the brother of Robert Rochon Taylor, 



 Taylor, Robert Rochon (1899–1957) | The Black Past: Remembered and Reclaimed  The first African American Chairmen of Chicago Public Housing who is the great-grandfather of 





Valerie Jarrett (Senior Advisor of President Obama)       https://en.wikipedia.org/wiki/Valerie_Jarrett, and son of 




Robert Robinson Taylor Robert Robinson Taylor - Wikipedia, the free encyclopedia   the First African American Architect to Graduate MIT.




 After they married she then had her last two children Cherie J. Taylor in 1953 and Joseph Taylor in 1960 her oldest being 12 at the time. All while raising her three children, helping to keep up a household she still managed to pursue her modeling career. She continued modeling until shortly after the death of her 6 month old son in 1961 due to pneumonia. Proceeding her mourning she discontinued her modeling career and decided to dedicate her career path to Realty, so she could spend more time with her family and children. Her husbands business had became very successful during that time, so after working for Travis Realty Group in Chicago, IL for a little under a decade, her first grandchild La'Shaun M. Taylor was born in 1971, where Je'Taun then decided to retire her busy career life at the age of 48 and became a successful stay at home mom. Her and Henry traveled a lot and continued to raise their grandchildren, and her great grandchildren, while continuing to teach and apply the same methods she learned during her successful career path.






 After a few years of success with the REO business Henry then sold his proportion in the business, retired and bought a lounge named The Hide Away in Vandalia, Michigan where he and Je'Taun bought a retirement home in Three Rivers, Michigan. In 1984 Je'Taun suffered another loss of her oldest daughter Janice Jackson due to a tragic house fire. Despite her continuous trials and tribulations, Je'Taun still managed to find beauty in the ashes.




 She lived by the famous Bible scripture "Weeping may endure for the night, but Joy cometh in the morning" -Psalm 30:5... 




Proceeding Janice's tragic death 3 short years after Je'Taun and the Taylor family received another heart wrenching loss. Henry C. Taylor passed away on February 16th 1987 two days before his 75th birthday due to a heart attack. Leaving only Je'Taun, her daughter Cherie, her grandchild La'Shaun and great-granddaughter Joyce J. Taylor here with us. The Taylor family decided to stick together.



 They stayed in Michigan for another decade where her great grandchild La'Shaun married and had 5 children. In 2003 Je'Taun and the Taylor Family proceeded to move back to Her home state in Chicago IL. where they moved into a southern suburb and continued to make ends meet. While raising her grandchildren,





 Je'Taun passed down her many talented gifts such as sewing, modeling, making clothes, designing, and her many cosmetology tatics. She always said don't show the world what you been through by how you look, show them with actions...always look your best, forgive never forget, and love conquers all sin.






She left behind unforgettable lessons and a golden legacy to live by. In 2008 at the age of 85, Je'Taun suffered from a stroke that left her paralyzed on the whole right side of her body.




 Thus, causing her grandchildren to step up and extend the same love that was once given. Although some of her independence was altered, her grandchildren still often caught her applying her makeup and perming her hair. 
 After 5 years of enduring the effects that the stroke caused, on September 12, 2013 Je'Taun proceeded in passing onto a better place.



 She leaves behind her daughter Cherie Taylor, her grand daughters La'Shaun Taylor, Michia Casebier and Kimberly Hicks, as well as her great-grandchildren Joyce Taylor, Antonio Taylor, Charde' Haynes-Taylor, Chane' Haynes-Taylor, Thomeshia Muse, Jadai Echols, and Juanita Echols who all reside in Chicago IL as of 2016.  





 Lessons she passed on--- Stand up and make a name for yourself! Capitalize off your talents. She lived by love, and always kept the faith and respect of Jesus Christ no matter how burdened the suffering. One thing she often said that we all should live by is: You can have it all, then lose it all, and then you'll have nothing...but as long as you keep God you'll always have everything.




A tribute video to their Grandmother, Je'Tuan Taylor

Thursday, January 30, 2020

Great review of The Maybelline Story by Jan Antaya

"This is very easy reading and I love the many chapters and photos."

Evelyn Williams
Hi Sharrie...So far I am feeling connected to Evelyn in this story...for different reasons......many of my own sad experiences.  I know first hand what your grandmother went through in her marriage... I'm on page 138 now and loving it...Oh I loved how you put it when you wrote that she would "throw up" in the morning.....It was so visual.....not funny I know but still...So use to hearing "morning sickness"...You say it like it is.......keeps us reading..

Pauline Williams
Not too happy with Evelyn at the moment!! Poor Pauline...I felt like pulling the rug right out from under Evelyn's feet! What an attitude she had... OUCH! 

Tom Lyle Williams
Tom Lyle seemed like a nice man...He tried to do the best he could for those he loved. Can't wait to read more tonight. I think I left off at the petroleum rationing...What a nightmare that must have been before The Maybelline Company got the OK from the US Government, to use what they needed.

Pauline Williams
Sharrie, OH NO! What a sad twist in the story...: (  Your poor mom! I was shocked to see the story take a twist like this. I couldn't stop reading but I had to get some sleep for there is no rest for me on Sunday's either....

Sharrie, the place which your grandmother invested in with the bumper cars etc. Did it ever get any bigger?? Is there another place just like  it now? What about Studio 54? Any connection there?  I can't believe the amount of zest Evelyn had ..I wonder what gave her the energy...I suppose when you have money then you feel things are possible in the first place..I really wish she had lived long enough to have seen more of her growing family.  (Although, I bet she does see this even now).

I am telling everyone I know about your book.........I found it to be a very good read! A wonderful summer time book....whether  read by the water,  on a boat, or at camp or at your timeshare..you WILL enjoy this...If anyone uses Maybelline then they will certainly appreciate it a LOT more when they are done reading this story..


The rivalry between Evelyn Williams and her daughter-in law, Pauline Williams,  defy's imagination and ends in tragedy for both women.  Sometimes the desire to be recognized as a great beauty can become a lethal dose of vanity.

Buy a signed copy of my book and enjoy this riveting story.



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