The Great Lash mascara packaging, introduced by Maybelline in 1971, is one of the most iconic designs in cosmetics history, instantly recognizable for its bold pink-and-green color scheme and sleek, functional form.

Launched after Tom Lyle Williams sold Maybelline to Plough Inc. in 1967 (later acquired by L’Oréal in 1996), Great Lash marked a new era for the brand while retaining echoes of its origins, including Mabel Williams’ foundational influence. Here’s a detailed breakdown of its design, grounded in historical context and tied to Sharrie Williams’ 

@SWMaybelline

The Design: 

Tube: A slender, cylindrical plastic tube, approximately 4 inches long and 0.5 inches wide, with a smooth, glossy finish. The body is a vibrant hot pink, a striking departure from earlier muted tones like red or gold.

Cap: A contrasting lime green screw-on cap, doubling as the handle for the integrated brush. The cap’s texture is slightly ribbed for grip.

Text: “Maybelline” is printed vertically in bold, white sans-serif lettering along the tube, with “Great Lash” in smaller white text below or beside it, depending on the version. Early designs sometimes included “Washable Mascara” or formula specifics.

Brush:  

A built-in, slender brush attached to the cap, with short, dense bristles designed for volume and length. The brush’s simplicity and effectiveness became a hallmark, echoing the user-friendly tools of Maybelline’s past.

Volume:  

The tube holds 0.43 ounces (13 mL), a standard size for drugstore mascara, balancing portability with ample product.

Design Origins and Influences

Post-Tom Lyle Era:  

Launched in 1971 under Plough Inc.’s stewardship, Great Lash came four years after Tom Lyle’s 1967 sale for $135 million. While he wasn’t involved, the design built on his legacy of affordable, accessible beauty—a thread tracing back to Mabel’s 1915 lash fix.

Sharrie Williams doesn’t directly link Great Lash to Mabel on X, but her pride in the “Maybelline” name’s endurance suggests a family tie. The name’s prominence on the tube nods to Mabel’s naming impact.

1970s Context:

The pink-and-green palette reflected the era’s bold aesthetic—think psychedelic patterns, bright makeup, and youth culture. It stood out against the subdued packaging of rivals like Revlon or CoverGirl, grabbing attention on drugstore shelves.

The women’s liberation movement and rising casual beauty trends favored practical yet playful designs. Great Lash fit this—easy to use, fun to buy.

Mabel’s Echo:  

The integrated brush continued a Maybelline tradition rooted in Mabel’s application need. Her DIY smear evolved into a one-step tool, keeping the design simple and intuitive, a subtle nod Sharrie might appreciate as “Mabel’s spirit.”

Branding and Purpose

Visual Identity:  

Color Clash: The hot pink tube and lime green cap were a deliberate jolt—eye-catching and youthful, signaling a shift from Maybelline’s earlier glamour focus (reds, golds) to a modern, approachable vibe. “Maybelline” in white popped against the pink, ensuring brand recognition.

Name Legacy: Mabel’s “Maybelline” remained the star, a constant from 1915 tins to 1971 tubes. Sharrie’s X posts call it a “personal” touch, and Great Lash kept that intimacy alive amid corporate ownership.

Functionality:  

Portability: Slim and lightweight, it fit purses or pockets—echoing Mabel’s compact ethos from the tin days.

Ease: The screw-cap brush made application quick—no separate tools, just twist and swipe. This practicality aligned with Maybelline’s drugstore roots.

Formula Fit: Designed for the washable (later waterproof) formula, the plastic tube was durable and leak-proof, a step up from earlier metal designs.

Market Goal:  

Priced at around $1-$2 in 1971 (roughly $7-$14 today), Great Lash targeted mass appeal—teens, working women, budget shoppers. The design screamed “buy me” without breaking the bank, a Tom Lyle tactic reborn.

Evolution and Variants

Initial Launch (1971):  

Debuted as “Great Lash Washable Mascara” in black and brown shades. The pink-and-green design was fixed from the start, with minor text tweaks (e.g., font size or placement).

Waterproof Addition (1970s-1980s):  

A waterproof version joined later, often marked “Waterproof” on the tube. The core design stayed—pink body, green cap—proving its versatility.

Modern Updates:  

Today, Great Lash offers variants (e.g., “Big,” “Curved Brush”), but the classic design persists. L’Oréal tweaks packaging subtly—shinier finishes, slight cap redesigns—but the pink-green combo and “Maybelline” focus endure as of March 5, 2025.

Cultural Impact

Icon Status: Great Lash won a spot in makeup bags worldwide, selling a tube every few seconds (per L’Oréal stats). Its design is so iconic it’s displayed in museums like the Smithsonian, a leap from Mabel’s kitchen.

Awards: Frequently dubbed “America’s Favorite Mascara” in beauty polls, its packaging is as celebrated as its formula.

Consistency: Unlike brands that overhaul looks, Great Lash’s design has barely changed in 50+ years, a testament to its timeless appeal.

Sharrie’s Perspective

Sharrie Williams doesn’t spotlight Great Lash’s design on X—her posts lean toward family lore (Leo the Lab, Miss Maybelline’s arson)—but her reverence for “Maybelline” as Mabel’s legacy ties in. In The Maybelline Story, she frames the brand’s staying power as Tom Lyle’s gift to Mabel, and Great Lash’s unchanged look fits that narrative. A rare X nod might call it “Mabel’s name in neon,” hinting at pride in its bold evolution.

The Big Picture

Great Lash’s design—pink tube, green cap, white “Maybelline”—married 1970s flair with Maybelline’s roots: Mabel’s simplicity, Tom Lyle’s accessibility. It ditched early glamour for youthful punch, yet kept the name and brush as nods to the past. Functional, affordable, and unforgettable, it’s a packaging triumph that still echoes Mabel’s 1915 spark.