Armed
with market savvy, an eye for beauty and a penchant for perfection, Tom
Lyle continued to experiment boldly, introducing what would become one
of the most familiar and effective ploys in advertising: “before and
after” imagery.
This captured the imagination of women everywhere, creating a need that he filled by placing striking cosmetic displays in dime and drug stores across America.
Soon the name Maybelline
came to represent more than just mascara—it meant beauty, sex appeal and
self-confidence, indispensable tools for every woman’s success, however
she defined it.
