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@MeghanAlexis16echo 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@SWMaybellinetied 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.
