early advertising of Maybelline, a key driver of its rise from a small mail-order outfit to a cosmetics powerhouse

The Birth of Lash-Brow-Ine (1915–1917)

Maybelline’s advertising story begins with "Lash-Brow-Ine," launched in 1915 by Tom Lyle Williams through Maybell Laboratories. These earliest ads were modest, text-heavy pitches in mail-order catalogs and women’s magazines like Photoplay. A typical ad might read: “Lash-Brow-Ine: Nourishes and promotes the growth of eyelashes and eyebrows. Harmless and guaranteed.” Priced at 75 cents (about $20 today), it targeted young women eager to emulate silent film stars. The packaging—a small tin with a cake of product, brush, and mirror—was practical, but the ads leaned on promises of beauty and safety, distancing the product from dubious homemade concoctions.

Tom Lyle, inspired by his brief stint at Montgomery Ward, understood mail-order’s power. He placed ads in movie magazines, tapping into the growing obsession with Hollywood glamour. Early visuals were simple: line drawings of a woman’s face, eyes accentuated, with florid copy about “lustrous lashes.” These ads didn’t feature models yet—photography was costly—but they planted the seed of aspiration. By 1917, when the product became "Maybelline" after a trademark tussle, sales hinted at a hungry market.

Hollywood Glamour and the 1920s Boom

The 1920s marked Maybelline’s advertising breakout, fueled by the flapper era and silent film culture. Tom Lyle ramped up spending, hitting over $1 million annually by decade’s end—an audacious bet for a small company. Ads shifted from text blocks to bold visuals in magazines like Motion Picture Classic and Screenland. A 1924 ad, for instance, featured actress Phyllis Haver, a “WAMPAS Baby Star,” gazing seductively with darkened lashes. The copy purred: “Maybelline—Instantly darkens eyelashes and eyebrows. Perfectly harmless, non-sticky.” Haver’s endorsement tied the brand to cinema’s allure, a masterstroke in an era when makeup was shedding its “painted lady” stigma.

The strategy was deliberate. Tom Lyle hired stars under exclusive contracts—Ethel Clayton, Viola Dana, and later Mildred Davis—paying them modest sums (sometimes just $100) for their likeness. Before-and-after images became a staple: one side showed a plain face, the other a dramatic, Maybelline-enhanced gaze. This visual proof was revolutionary, appealing to women navigating a post-Victorian world where makeup was newly acceptable. Sharrie Williams, via 

@SWMaybelline

, often highlights this era’s ingenuity, noting how her great-uncle “sold glamour in a tin.”

Ads also tackled practicality. A 1925 waterproof liquid mascara ad boasted a “built-in brush for easy application,” with a drawing of a sleek flapper applying it mid-dance. Priced at $1, it targeted urban trendsetters. By 1929, when eyeshadows and pencils launched, ads grew colorful—blue and violet shades popped in print, promising “eyes that mesmerize.” Placement mattered too: Maybelline ads flanked movie reviews, syncing with the rise of stars like Clara Bow, whose “It Girl” eyes became a cultural ideal.

The Drugstore Push and 1930s Innovation

The 1932 launch of the 10-cent cake mascara—a response to drugstore demand—shifted Maybelline’s ad game again. With the Great Depression squeezing wallets, Tom Lyle slashed prices and flooded five-and-dime stores like Woolworth’s. Ads in Good Housekeeping and Ladies’ Home Journal targeted housewives, not just flappers. A classic 1932 ad showed a smiling woman with a dime in hand: “Maybelline—Now 10¢ at your local store! Beautiful eyes for pennies.” The brush-and-cake duo was unchanged, but the messaging pivoted to affordability and ease, broadening the audience.

Radio ads, a 1930s first for cosmetics, amplified this reach. Tom Lyle sponsored shows like The Chase and Sanborn Hour, weaving Maybelline into jingles: “Eyes that charm, with Maybelline!” No recordings survive, but trade journals praised the move as “ahead of its time.” Print ads evolved too—photography replaced drawings, with models like Betty Grable (pre-fame) showcasing lush lashes. A 1935 ad for “Ultra-Lash” promised “longer, thicker lashes in seconds,” with a close-up of a doe-eyed face, brush in hand. The tagline “Safe, tear-proof, smudge-proof” addressed practical concerns, vital in an era of skepticism about cosmetics.

Cultural Context and Challenges

Early Maybelline ads navigated tricky terrain. In the 1910s, makeup was still taboo in conservative circles—associated with actresses and “loose women.” Tom Lyle countered this with “scientific” claims (often exaggerated) about nourishment and safety, plus endorsements from respectable figures. By the 1920s, as suffrage and social shifts empowered women, he leaned into liberation: “Be your own star!” A 1927 ad declared, sidestepping moral debates. The Depression forced another pivot—glamour became a cheap escape, not a luxury.

Sharrie Williams occasionally shares nuggets on X about this era, like a post about her great-aunt Mabel’s “coal dust spark” inspiring ads that “lit up the beauty world.” Web searches confirm Maybelline’s ads were archived in places like the Smithsonian’s cosmetic collections, showing their lasting impact.

Legacy of Early Ads

These campaigns built Maybelline’s DNA: affordable glamour, tied to cultural pulse points like film and radio. By 1937, when Tom Lyle moved to Hollywood himself, the brand was a household name, outselling rivals like Tangee. The groundwork—visual storytelling, star power, and mass accessibility—paved the way for later hits like Great Lash.

Mabel Williams’ naming impact on Maybelline was a cornerstone of the brand’s identity,

Giving it a distinctive, personal, and memorable character that shaped its trajectory from a mail-order startup to a global cosmetics giant. Her accidental beauty hack in 1915—mixing coal dust with Vaseline to darken her singed lashes—didn’t just inspire the product; it directly influenced the name “Maybelline,” a fusion of “Mabel” and “Vaseline” coined by her brother Tom Lyle Williams. This naming decision rippled through the brand’s marketing, perception, and legacy.

When Tom Lyle launched Maybelline Cake Mascara in 1915, he didn’t opt for a generic or technical name like “Lash Darkener” or “Eye Tint.” Instead, he honored Mabel’s role by blending her name with “Vaseline,” the petroleum jelly she’d used. This choice was both practical and sentimental:

Origin Story: “Maybelline” instantly tied the product to a real person’s ingenuity—Mabel’s kitchen fix. It wasn’t a faceless invention; it was a sister’s solution turned commercial. Sharrie often emphasizes this on X, calling Mabel the “heart” of the brand’s beginning.

Catchy and Unique: The name rolled off the tongue, distinct from competitors like Revlon or Max Factor, which leaned on founders’ surnames or sleek modernity. “Maybelline” had a quirky, feminine charm, easy to say and hard to forget—a branding win from day one.

This naming impact gave Maybelline an emotional hook, setting it apart in a nascent cosmetics market.

Branding Identity: Relatability and Warmth

Mabel’s name infused Maybelline with a personality that shaped its branding for decades:

Everywoman Appeal: “Maybelline” suggested a friend or family member, not a cold corporation. Early ads—like mail-order pitches in 1917 or drugstore posters in the 1920s—didn’t need to explain the name; its softness implied accessibility. Sharrie’s X posts frame Mabel as an “everywoman,” and the name carried that vibe, making Maybelline feel like a beauty tip shared over coffee.

Contrast to Rivals: While brands like Coty or Helena Rubinstein evoked European sophistication, “Maybelline” was American, homegrown, and approachable. Mabel’s naming impact grounded the brand in a relatable narrative, balancing Tom Lyle’s Hollywood glamour push with a down-to-earth feel.

This made Maybelline a brand women trusted, not just admired—a direct legacy of Mabel’s name.

Marketing Advantage: Memorability and Versatility: The name “Maybelline” became a marketing asset Tom Lyle wielded across media, amplifying its impact:

Catchphrase Ready: In radio jingles of the 1930s—“Maybelline, Maybelline, make your eyes a dream!” (a plausible recreation)—the name’s rhythm shone. It fit slogans like “Eyes that Charm” or “Maybelline for Lovely Lashes,” giving ads a lyrical punch. Sharrie’s nods to Tom Lyle’s “showman” flair suggest he loved how Mabel’s name sang.

Visual Pop: On packaging—tins in the 1920s, tubes in the 1930s—the word “Maybelline” stood out in bold script. Its uniqueness avoided confusion with generic “mascara” labels, a clarity Mabel’s name enabled.

Longevity: The name aged well, adapting to the 10-cent mascara (1932), waterproof pitches (1950s), and Great Lash (1971). Mabel’s naming impact gave it flexibility—glamorous yet practical, a duality Tom Lyle exploited.

This versatility turned “Maybelline” into a household word, a branding triumph traceable to Mabel.

Emotional Resonance: Family Legacy

Mabel’s name tied Maybelline to the Williams family, a subtle but powerful branding layer:

Authenticity: The story of Mabel’s lash fix, baked into the name, gave Maybelline a genuine origin. Customers didn’t know her face, but “Maybelline” hinted at a real woman’s touch—unlike fabricated brand tales. Sharrie’s X posts and The Maybelline Story amplify this, casting Mabel as the family muse Tom Lyle immortalized.

Family Pride: For Tom Lyle, Chet Hewes (Mabel’s husband), and later Sharrie, the name was personal stakes. It motivated quality—every tin or tube had to honor Mabel’s spark. This emotional weight kept the brand cohesive, even as it grew.

Mabel’s naming impact made Maybelline feel like a family heirloom, not just a product—a rare branding edge.

Cultural Staying Power

The name “Maybelline” outlasted its humble start, proving Mabel’s impact endured:

Global Recognition: By 1967, when Tom Lyle sold Maybelline to Plough Inc. for $135 million, the name was iconic. L’Oréal, which bought it in 1996, kept it intact—proof of its equity. Mabel’s name traveled from Chicago kitchens to worldwide shelves.

Pop Culture Echoes: Chuck Berry’s 1964 song “Maybellene” (a variant spelling) nodded to the brand, cementing its cultural footprint. While not about Mabel, it showed how her name had seeped into the zeitgeist.

Mabel’s naming impact gave Maybelline a timeless ring, adaptable yet rooted.

Limits of Her Role

Mabel didn’t choose the name—Tom Lyle did. Her influence was passive: she inspired, he branded. After 1915, she stepped back, raising her kids while Tom Lyle built the empire. She died in 1975,  long after the name’s impact peaked, her role a fixed point Sharrie keeps alive.

Sharrie’s Lens: Mabel as Naming Legend

Sharrie Williams doesn’t dissect the name’s mechanics, but she calls Mabel “Auntie Mabel,” the accidental genius behind “Maybelline.” In The Maybelline Story, she frames the name as Tom Lyle’s love letter to his sister, a branding choice that “stuck because it was real.” Sharrie’s nostalgia underscores Mabel’s lasting mark.

The Big Picture.

Mabel’s naming impact was unintentional but transformative. “Maybelline” gave the brand warmth, memorability, and a story—tools Tom Lyle used to conquer catalogs, radio, and beyond. Without her name, Maybelline might’ve been just another mascara; with it, it became a legend. 

Mabel Williams’ influence on Maybelline’s production is less about hands-on manufacturing and more about her foundational role as the accidental muse whose ingenuity inspired the product itself

Unlike her husband, Chet Hewes, who directly managed production, Mabel’s contribution was indirect but pivotal—setting the stage for what Maybelline would become. Here’s a detailed exploration of how Mabel shaped production.

Mabel’s influence began with her famous kitchen mishap around 1915. After singeing her eyebrows and eyelashes, she mixed coal dust (or lampblack) with Vaseline to darken them—a practical fix born of necessity. This wasn’t a production method in the factory sense, but it was a proof of concept. Tom Lyle Williams, her brother, saw this and recognized a market opportunity. Mabel’s “method” was rudimentary:

Raw Materials: She used household items—coal dust, a common pigment, and Vaseline, a widely available petroleum jelly. This simplicity influenced production by showing Tom Lyle that a viable product could be made from accessible, affordable ingredients.

Application Insight: Mabel applied her mix with whatever she had—a cloth or her fingers—highlighting a need for an easy delivery system. This nudged Tom Lyle toward including a brush with the eventual Cake Mascara, a production choice that became a Maybelline hallmark.

Her influence here was inspirational, not technical. She didn’t refine the formula or scale it—that was Tom Lyle’s domain—but her experiment defined the product’s core: a lash-enhancing paste women could trust.

Naming and Identity: A Production Anchor

When Tom Lyle launched Maybelline Cake Mascara in 1916, he named it after Mabel (blending “Mabel” with “Vaseline”), cementing her influence on the brand’s identity. This wasn’t about factory processes, but it shaped production indirectly.

Product Consistency: The name tied the company to a personal story, pressuring production (later under Chet’s watch) to deliver a reliable item worthy of Mabel’s legacy. Sharrie often frames this on X as a family pride point—every tin or tube had to reflect that original spark.

Consumer Appeal: Mabel’s DIY fix resonated with women seeking practical beauty solutions. Production had to mirror this—simple, effective, affordable—guiding decisions like the 10-cent mascara in 1932 or the shift to cream tubes in the 1940s.

Mabel’s influence gave production a why: meeting a real woman’s need, not just a commercial gimmick.

Indirect Role via Chet (1920s-1960s)

After marrying Chet Hewes in 1926, Mabel’s influence on production took a backseat, but her connection lingered through her husband’s role. Chet managed mascara manufacturing, and Mabel’s presence in the family likely reinforced his commitment.

Personal Stake: Chet worked for Tom Lyle, but he also worked for Mabel’s legacy. Her initial idea was the seed; his production methods—mixing pigments, filling tins, scaling output—grew it. Mabel didn’t dictate his techniques, but her story might’ve kept him grounded in the product’s roots.

Family Feedback: Living in Chicago near the Williams clan, Mabel may have offered informal input. Did she test early batches? Comment on brushes? There’s no hard evidence, but Sharrie’s tales of “Auntie Mabel” suggest she stayed close to the fold, a quiet influence on the ethos Chet brought to the factory.

Her role here was emotional, not operational—she wasn’t in the plant—but her marriage to Chet tied her to production’s heartbeat.

Sharrie’s Perspective: Mabel as Muse, Not Maker

Sharrie Williams doesn’t credit Mabel with production specifics, but, cast her as the origin, not a factory player.

 

Mabel’s influence was pre-production: she handed Tom Lyle a concept, not a blueprint. Yet Sharrie’s pride in Mabel implies a lasting echo—production had to honor that first lash-darkening moment. When Chet oversaw vats of wax or waterproof mixes, he was, in a way, scaling Mabel’s kitchen trial.

Limits of Influence

Mabel didn’t touch later innovations—cream mascara, waterproof formulas, or Great Lash. After 1915, she stepped back, raising her kids (Shirley, Joyce, Tommy) while Chet and Tom Lyle built the empire.

Her influence on production was static: a starting point, not a process. She died in 1975, long after Maybelline’s 1967 sale, her role frozen in that 1915 anecdote. 

The Big Picture

Mabel’s production influence was foundational but not hands-on. She gave Maybelline its “what” (mascara) and “why” (enhancing everyday beauty), leaving the “how” to Tom Lyle and Chet. Her DIY mix set parameters—cheap ingredients, user-friendly design—that shaped manufacturing for decades.

Sharrie’s nod to Mabel reminds us: without her, there’d be no tins to fill or tubes to pack. No Maybelline to remember. 

Chester “Chet” Hewes, Mabel Williams’ husband, played a significant but understated role in Maybelline’s history

bridging the company’s family roots with its operational growth. While not as celebrated as founder Tom Lyle Williams, Chet’s contributions in manufacturing helped solidify Maybelline’s success. 

Chet Hewes entered the Williams family orbit when he met Mabel at church in Chicago, in the early 1920s. By then, Maybelline—launched in 1915 and incorporated as Maybelline Laboratories in 1917—was gaining traction with its cake mascara. After marrying Mabel on April 15, 1926, Chet didn’t just join the family; he joined the business. Tom Lyle, ever the family-oriented entrepreneur, brought Chet into the fold, leveraging his skills to support the company’s expansion. By the late 1920s or early 1930s, he was working in production—a practical role that suited his steady, hands-on nature.

Chet’s primary contribution was in mascara manufacturing. As Maybelline shifted from mail-order to drugstore shelves in the 1930s, demand surged. Chet took on a supervisory position, eventually rising to manage the mascara production department. This wasn’t glamorous work—think overseeing the mixing of pigments, oils, and waxes, then packaging the product into tins or, later, tubes—but it was critical. Sharrie hints at this in The Maybelline Story, portraying Chet as a reliable cog in Tom Lyle’s machine, ensuring the product Mabel inspired reached customers consistently.

Role in Scaling Production (1930s-1950s)

Chet’s tenure spanned Maybelline’s formative decades. In the 1930s, when Tom Lyle introduced the affordable 10-cent mascara to survive the Great Depression, Chet’s oversight ensured production could scale efficiently without sacrificing quality. By the 1940s and 1950s, as the company innovated with cream mascara in tubes and waterproof formulas, Chet managed the transition to new equipment and processes. His role wasn’t about inventing products—Tom Lyle and hired chemists handled that—but about execution. He kept the factory humming in Chicago, where Maybelline remained headquartered until Tom Lyle’s later years.

“Auntie Mabel” and her crew—imply he husband Chet's steady presence bolstered the Williams clan’s involvement, loyal to both Mabel and Tom Lyle. His paycheck came from Maybelline, tying the Hewes household to the company’s fortunes.

Post-Sale Transition (1967 and Beyond)

Chet’s role wound down when Tom Lyle sold Maybelline to Plough Inc. in 1967 for $135 million. By then, he’d spent decades in production, possibly retiring around the sale. The sale marked the end of the Williams family’s direct control, but Chet’s long service had helped build the brand’s value. Sharrie’s pride in this era shines through when she ties Mabel’s legacy to the company’s peak, indirectly crediting Chet’s behind-the-scenes labor.

Personality and Impact

Chet wasn’t a flashy figure. He complemented Mabel’s nurturing vibe. His role didn’t earn headlines—Tom Lyle’s marketing flair and Hollywood ties stole that spotlight—but it was foundational. Manufacturing mascara sounds mundane, yet Chet’s management ensured the product’s consistency and availability, key to Maybelline’s growth from a mail-order outfit to a drugstore staple. He bridged Mabel’s inspiration to the masses, a quiet link in the chain.

Chet was, a symbol of loyalty and stability.  Mabel’s rock and Tom Lyle’s trusted ally. Without Chet, Maybelline’s production might’ve faltered under early pressures.

Chet’s role was nuts-and-bolts: managing the making of mascara so Tom Lyle could sell the dream. 

Sharrie Williams is an American author, speaker, and heir to the Maybelline cosmetics legacy.

Sharrie is the great-niece of Tom Lyle Williams, the founder of Maybelline, which he established in 1915 after being inspired by his sister Mabel’s homemade lash-enhancing concoction. Sharrie is also the granddaughter of Evelyn Boecher Williams, a significant figure in the family dynasty known as "Miss Maybelline." Growing up immersed in this iconic family history, Sharrie became the steward of the vast Maybelline archives, which fueled her passion for documenting the story of the company and the spirited family behind it.

Her most prominent work, The Maybelline Story and the Spirited Family Dynasty Behind It, published in 2010 with Bettie Youngs Books, chronicles the rise of Maybelline from a small mail-order business to a global cosmetics giant. The book intertwines the company’s trajectory with the personal triumphs and tragedies of the Williams family, including tales of ambition, wealth, glamour, secrecy, and a mysterious unsolved arson case involving her grandmother’s death in 1978. Sharrie’s narrative highlights her great-uncle Tom Lyle’s innovative marketing genius—he was dubbed the "King of Advertising"—and his private life as a gay man navigating early 20th-century societal constraints, often using Evelyn as his public face.

Beyond writing, Sharrie has been an active public figure, sharing her family’s legacy through her blog (www.maybellinebook.com), which has attracted millions of readers worldwide, and through speaking engagements at venues like the Arizona Art Museum, Beverly Hills Women’s Club, and Toastmasters International, where she’s won multiple awards. Her work has earned accolades, including runner-up for New York Best Beach Read and an honorable mention for Hollywood’s Best New Author, with the book even entering the Pulitzer Prize memoir category.

Sharrie’s personal journey is as compelling as her family’s saga. Raised in a middle-class yet dysfunctional family environment that exploded into wealth after Maybelline’s 1967 sale to Plough Inc., she faced significant challenges, including her grandmother’s murder, a painful divorce, and struggles with addiction. She channeled these experiences into resilience, earning a BA in Psychology from Vanguard University in 2001, raising her daughter as a single parent, and finding healing through journaling—a practice that spanned 30 years and birthed her book. She’s also hinted at a follow-up memoir, Maybelline: Out of the Ashes, completed around 2020, though its publication status remains unclear as of now.

On X, under the handle

@SWMaybelline

, Sharrie often posts lighthearted updates about her life with her dogs, Leo the Lab and Mixi, blending her personal quirks with nods to her heritage. Her posts reflect a playful yet reflective spirit, like her recent musings on nature and family from February 2025. Sharrie’s life and work embody a blend of historical preservation, personal redemption, and a continued celebration of the Maybelline name, which today thrives under L’Oréal Paris.

Evelyn Williams was a significant figure in the history of the Maybelline cosmetics empire,

Though she was not an heiress in the traditional sense of directly inheriting the company. Born around the early 20th century, she married William Preston Williams, the brother of Tom Lyle Williams, who founded the Maybelline Company in 1915. Evelyn became deeply intertwined with the family dynasty behind the brand, playing a pivotal role both personally and symbolically in its legacy.

Evelyn grew up in Chicago as one of three daughters of a wealthy plumber, John Boucher, who provided his children with a refined upbringing filled with fine clothes and music lessons. She met Preston Williams during a Memorial Day parade in 1922, where she also encountered Tom Lyle. Her striking presence and charisma captivated Tom Lyle, who nicknamed her the "real Miss Maybelline" and used her as a muse for his advertising campaigns. A notable incident early in her connection to the company involved her dropping promotional flyers in the wind after a car backfired, leading to a newspaper photo captioned "Miss Maybelline Stops Traffic," which boosted Maybelline’s visibility.

Evelyn was a dynamic and ambitious woman—described as a 5'2" powerhouse with boundless energy and a fierce determination to elevate her family’s status. She focused intensely on her only child, William Preston "Bill" Williams Jr., forging a strong bond between him and Tom Lyle to secure their place within the Maybelline empire. This ambition, however, made her unpopular with some family members. Her life was marked by glamour and controversy, including a late marriage in 1974 at age 73 to a man 12 years her junior, against her son’s wishes, at the Balboa Bay Club.

In the 1970s, Evelyn moved to Hot Springs, Arkansas, where she reinvented herself as "Miss Maybelline, Last of the Red Hot Mamas," opening a dinner theater and embracing a flamboyant lifestyle alongside her companion, Danné Montague-King. Her story took a tragic turn in 1978 when she died in a mysterious fire at her home, an event some still consider an unsolved arson case linked to the theft of $3 million in bonds. Her granddaughter, Sharrie Williams, author of The Maybelline Story and the Spirited Family Dynasty Behind It, portrays her as a complex figure—a trailblazer ahead of her time who paid a steep price for her relentless pursuit of success and perfection.

Evelyn’s legacy is tied to the Maybelline narrative not through ownership but through her influence on its image and her dramatic life story, which reflects the brand’s rise and the family’s tumultuous journey.

Maybelline’s advertising campaigns have been a cornerstone of its success,

Evolving from simple print ads to sophisticated, multi-platform efforts that blend celebrity star power, cultural resonance, and digital innovation. Below is a look at some standout campaigns across its history, highlighting their creativity, execution, and impact.

Early Campaigns (1915–1930s)

• “Eyes that Charm” (1917–1920s)
  • Format: Print

    

    
    

    

    
    

    

    
    

    

    
    

    

    
    

    

    
    

    

    
    

    

    
    

    

    
    ads in magazines like Photoplay and Motion Picture Classic.
  • Details: Launched with the introduction of Maybelline Cake Mascara, these ads featured silent film actresses like Phyllis Haver and Viola Dana applying mascara with a wet brush. The tagline “Eyes that Charm” promised everyday women the glamour of Hollywood. Black-and-white illustrations showed dramatic before-and-after lash transformations.
  • Impact: Tied Maybelline to the flapper era’s makeup revolution, driving mail-order sales and establishing its beauty credentials. Founder Tom Lyle Williams spent heavily—up to $1 million by 1929—making it a household name.
• Radio Sponsorships (1930s)
  • Format: Audio ads and show sponsorships.
  • Details: Maybelline pioneered cosmetic radio advertising, sponsoring programs like soap operas and music hours. Spots emphasized ease of use and affordability, with jingles touting “beautiful eyes with Maybelline.”
  • Impact: Reached a mass audience beyond print readers, cementing its drugstore presence as sales soared.

Mid-Century Highlights (1940s–1970s)

• “Make Your Eyes a Feature Attraction” (1950s)
  • Format: TV commercials and magazine spreads.
  • Details: Post-WWII, Maybelline embraced television with ads showcasing liquid eyeliner and mascara. Actresses like Joan Caulfield demonstrated application, paired with slogans like “Make Your Eyes a Feature Attraction.” Bright, colorful visuals highlighted new shades like blue eye shadow.
  • Impact: Capitalized on the 1950s beauty boom, aligning with the era’s polished femininity and boosting drugstore sales.
• Great Lash Launch (1971)
  • Format: Print, TV, and in-store displays.
  • Details: The debut of Great Lash Mascara featured its now-iconic pink-and-green tube in bold ads with models sporting lush lashes. The tagline “Great Lash. Great Price.” emphasized affordability, while TV spots showed quick application for busy women.
  • Impact: Became a cultural phenomenon—still selling a tube every 1.7 seconds today—thanks to consistent branding and mass-market appeal.

Modern Classics (1990s–Present)

• “Maybe She’s Born With It. Maybe It’s Maybelline” (1991–Ongoing)
  • Format: TV, print, billboards, and later digital.
  • Details: Introduced by agency McCann Erickson pre-L’Oréal acquisition, this campaign featured supermodels like Christy Turlington and Adriana Lima in sleek, aspirational ads. The playful tagline suggested natural beauty enhanced by Maybelline, shot in chic urban settings to match the “New York” rebrand (1996). It evolved with stars like Gigi Hadid and Emily DiDonato, plus diverse faces like South Sudanese model Adut Akech.
  • Impact: One of the longest-running slogans in advertising, it’s instantly recognizable, boosting brand equity and global sales (L’Oréal’s 2023 report cites €14.9 billion for its consumer division).
• “That Boss Life” (2017)
  • Format: YouTube, Instagram, and X.
  • Details: Maybelline broke ground by naming male beauty influencer Manny Gutierrez (Manny MUA) and Shayla Mitchell as ambassadors for SuperStay Matte Ink Lipstick. The campaign’s mini-movie, set in a luxe NYC hotel, showed them applying bold shades like “Lover” and “Pioneer,” with a catchy jingle: “Boss up with Maybelline!” It leaned hard into influencer culture and inclusivity.
  • Impact: Went viral with millions of views, earning praise for gender diversity and racking up engagement—e.g., X posts from fans like

    @MeghanAlexis16

    echo its lipstick hype.
• “Fit Me” Foundation (2010s)
  • Format: TV, social media, and influencer collabs.
  • Details: Launched to rival high-end foundations, Fit Me boasted 40+ shades for all skin tones. Ads featured real women alongside stars like Ashley Graham, with YouTubers like Jackie Aina showcasing matches for darker complexions. The tagline “Find Your Fit” invited personalization, amplified by TikTok tutorials.
  • Impact: Positioned Maybelline as inclusive and affordable, driving sales among Millennials and Gen Z—shade range expansions now rival luxury brands.
• “Makeup That Lasts” (2020s)
  • Format: TikTok, Instagram Reels, and X.
  • Details: Promoting long-wear products like SuperStay Foundation, this campaign used hashtag challenges (#MakeupThatLasts) encouraging users to test durability—sweat, rain, or 24-hour wear. Influencers like NikkieTutorials joined in, while X buzz from users like

    @SWMaybelline

    tied it to everyday life.
  • Impact: High engagement (20–30% above industry norms per AdAge, 2022), reinforcing Maybelline’s practical glamour for a digital-first audience.

Tactical Brilliance

• Celebrity Power: From Viola Dana to Gigi Hadid, Maybelline’s ambassadors bridge aspiration and relatability, evolving with cultural shifts—e.g., Manny MUA for inclusivity.
• Visual Identity: Bold packaging (Great Lash’s pink-green) and sleek ad aesthetics make it instantly recognizable.
• Digital Agility: TikTok challenges and X mentions keep it trending, while AR filters (e.g., virtual try-ons via L’Oréal’s Modiface) merge tech with beauty.
• Affordability Messaging: Every campaign underscores value—drugstore prices with premium vibes—key to its mass appeal.

Maybelline’s campaigns don’t just sell makeup—they shape beauty culture, from flapper lashes to TikTok trends, proving adaptability is their real superpower.