Maybelline's Founder, Tom Lyle Williams... Pioneer and King of the Cosmetic Industry

Tom Lyle Williams, the founder of the Maybelline Company in 1915, was also known as the King of advertising, in the Cosmetic industry.

BEAUTIFUL  EYES  MAKE A  BEAUTIFUL WOMAN 

AND WITH MAYBELLINE,  ALL WOMEN CAN HAVE BEAUTIFUL EYES."

       Tom Lyle Williams, my great uncle,  propounded this universally appealing theme in mass media:  movie magazines, radio, and even the comics section of newspapers during the  1920's, 30's, and 40's.  But it wasn't until the advent of television in the 50's that the single most important selling tool was perfected.  Through Television, Tom Lyle was able to show, as well as tell and sell, exactly what the customers  could do. 

       The  consumer could now observe the fine performance of Maybelline eye beauty aids and learn just how easy it was to apply them through the technology of special effects.  With this new medium,  Maybelline was the first cosmetic company to offer real application and demonstration scenes through the magic of  instant beauty transformation magnificently communicated through  “before and after" sequences."

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