Monday, January 2, 2017

Maybelline's advertising strategy featured Romance while focusing on selling War Bonds during WWll

When petroleum was rationed during the War, Maybelline was ordered to stop making their products.  Tom Lyle told the Pentagon, "If women can't get their Maybelline, it will affect the moral of the men overseas."   Petroleum vats remained full and Maybelline's products expanded around the world.

read more about Maybelline's marketing and advertising strategy over the last 100 years in The Maybelline Story and the Spirited Family Behind it.


  1. Whao! While Guys (no disrespect to WACS et al) might have had Betty Grable's classic pic in various places, I'm thinking most had their pic of their Girl-Next-Door as epitomized/honored by Tom Lyle first herein, in their wallets or taped overhead on the instrument panel on the planes they flew or on the wall by their open gunnery doors or wherever.
    Bravo for Tom Lyle's posters supporting the War Bond $$$ raising effort (even "before" Sharrie's time) to bolster Irving Berlin's and this Chica's song becoming the "National Anthem" for raising the most in the early years of the Forties for us to continue speaking English today!

  2. Yes my dad carried a picture of his bride, my mom in his wallet and I still have it today.

  3. What an interesting story. I can't wait to read more about it in the book.