Maybelline stayed at the top of it's game during the Great Depression: How did they do it?

The Maybelline Company, 1934

Excerpt from The Maybelline Story and the Spirited Family Dynasty Behind It. 

 

       Although Tom Lyle knew that much of the company's success was due to his own daring eye for advertising combined with Emery and Arnold’s exceptional talents, he also knew that without Rags, Maybelline would simply not have been able to stay constantly at the top of the fast-growing cosmetics market. 

      For his efforts, Rags was paid solely on a commission of one and one-quarter percent of gross sales, which had risen from $359,000 at the time of his employment in 1933 to its 1955 level of over $7,000,000 a year. Knowing that this tremendous rise in sales was directly due to Rags relentless work and devotion to the company, Tom Lyle decided to not only raise Rags' commission to one and one-half percent, but give him three percent of Maybelline’s stock.  To seal the deal, Rags would also be made Executive Vice President in charge of Sales, positioning him as an equal with Tom Lyle and Tom Lyle, Jr. --in other words, as family.

 

       With Rags securely placed as a jewel in Maybelline’s crown, Tom Lyle could direct his next move on the cosmetics chessboard.  Although he continued to target both the sophisticated, intelligent woman in her 30s and the more mature woman in his world-wide advertisements, as 1955 continued a new brand of female was emerging. This girl differed from both the World War II pin-up girl and Rosie the Riveter. 

       Thanks to movies like East of Eden staring James Dean, and Blackboard Jungle, featuring the song “Rock Around the Clock” by Bill Haley and the Comets, “The Rebel" had become the latest cultural icon. Maybelline sales soared as heavy make-up appeared in every teenage girl's purse. The era of teen marketing was born in Jacksonville, Florida, that year, when young girls jumped out of their seats to dance at an Elvis Presley concert--the first first musical riot on record.

Read all about it in The Maybelline Story, you'll be entertained from page one.  

 

Maybelline's era of teen marketing was born in 1955 when Elvis Presley caused the first musical riot on record

Excerpt from The Maybelline Story and the Spirited Family Dynasty Behind It. 

       Although Tom Lyle knew that much of the company's success was due to his own daring eye for advertising combined with Emery and Arnold’s exceptional talents, he also knew that without Rags, Maybelline would simply not have been able to stay constantly at the top of the fast-growing cosmetics market.

      For his efforts, Rags was paid solely on a commission of one and one-quarter percent of gross sales, which had risen from $359,000 at the time of his employment in 1933 to its 1955 level of over $7,000,000 a year. Knowing that this tremendous rise in sales was directly due to Rags relentless work and devotion to the company, Tom Lyle decided to not only raise Rags' commission to one and one-half percent, but give him three percent of Maybelline’s stock.  To seal the deal, Rags would also be made Executive Vice President in charge of Sales, positioning him as an equal with Tom Lyle and Tom Lyle, Jr. --in other words, as family.

       With Rags securely placed as a jewel in Maybelline’s crown, Tom Lyle could direct his next move on the cosmetics chessboard.  Although he continued to target both the sophisticated, intelligent woman in her 30s and the more mature woman in his world-wide advertisements, as 1955 continued a new brand of female was emerging. This girl differed from both the World War II pin-up girl and Rosie the Riveter.

       Thanks to movies like East of Eden staring James Dean, and Blackboard Jungle, featuring the song “Rock Around the Clock” by Bill Haley and the Comets, “The Rebel" had become the latest cultural icon. Maybelline sales soared as heavy make-up appeared in every teenage girl's purse. The era of teen marketing was born in Jacksonville, Florida, that year, when young girls jumped out of their seats to dance at an Elvis Presley concert--the first first musical riot on record.

Be sure to visit my teenage Blog called SAFFRONS RULE at http://saffronsrule.com/

                                 Rock Around the Clock

Gerald Ford's, 1961 Cadillac Fleetwood Limousine, part of Bill Williams collection.

Bill Williams moved to Old Las Palmas in Palm Springs, in 1972 and bought Silent Film Star Marie Dressler's, two acre estate so he could store his car collection.  One of my fathers most fun classic cars was this 1961 Limo, once owned by President Gerald Ford.

Bill Williams, Casa de Guillermo was a showplace in the 1970's and was featured on the cover of the Palm Springs, official Map-Brochure.  It was a flamboyant location, used for movies, TV shows and fundraising.  

By 1980, after Bill married Gloria, the gates of Casa de Guillermo, were closed to the public and became strictly a family compound.

Besides Maybelline heir, Bill Williams, Hollywood celebrities and former Presidents including, Kirk Douglas and Bob Hope, former President Gerald Ford, Frank Sinatra, Dean Martin, Sammy Davis, Jr. and Elvis Presley, made Palm Springs their home. 

Want to know the who's who, of Hollywood Stars, how owned Palm Springs Estates?   click here - http://www.palmspringscelebrityhomesforsale.com/

Bill may not have been a Movie Star, or even a celebrity, but he sure lived like one.  He bought Gerald Ford's, 1961 Cadillac Fleetwood Limousine in 1978, for it's history, luxurious interior, and the little holes on the hood, where he could place little American Flags, for special events. 

 It wasn't unusual for Bill and Gloria to cruise down Gerald Ford Drive, with their Dobermans in the back seat.   

Bill Williams, Father of the Bride, in 1998, waiting for his daughter, Billee and her bridesmaids, to to get in the car.

Guests arriving from the airport, for Billee's and Steve Killer's rehearsal dinner.

Chuck Williams aka, BB1 and Sharrie, on the right, yelling for Billee to hurry up, or she'll be late for her own wedding.

Chuck in the driver's seat, next to me, on the way to the reception in Newport Beach.

 Steve and Billee Killer on the way to their reception.

 Bill with his driver's hat on, picking up his cousins, at the Balboa Bay Club, in Newport Beach, and transporting them to Laguna Beach,  for Billee and Steve's rehearsal dinner.

Thank you for following The Maybelline Vintage Docu-Blog and reading The Maybelline Story and the Spirited Family Dynasty Behind It.

Excerpt fom The Maybelline Story

Excerpt from The Maybelline Story and the Spirited Family Dynasty Behind It. Published by Bettie Youngs Books, copyright 2010.

 

       Although Tom Lyle knew that much of the company's success was due to his own daring eye for advertising combined with Emery and Arnold’s exceptional talents, he also knew that without Rags, Maybelline would simply not have been able to stay constantly at the top of the fast-growing cosmetics market.

      For his efforts, Rags was paid solely on a commission of one and one-quarter percent of gross sales, which had risen from $359,000 at the time of his employment in 1933 to its 1955 level of over $7,000,000 a year. Knowing that this tremendous rise in sales was directly due to Rags relentleess work and devotion to the company, Tom Lyle decided to not only raise Rags' commission to one and one-half percent, but give him three percent of Maybelline’s stock.  To seal the deal, Rags would also be made Executive Vice President in charge of Sales, positioning him as an equal with Tom Lyle and Tom Lyle, Jr. --in other words, as family.

       With Rags securely placed as a jewel in Maybelline’s crown, Tom Lyle could direct his next move on the cosmetics chessboard.  Although he continued to target both the sophisticated, intelligent woman in her 30s and the more mature woman in his world-wide advertisements, as 1955 continued a new brand of female was emerging. This girl differed from both the World War II pin-up girl and Rosie the Riveter. 

       Thanks to movies like East of Eden staring James Dean, and Blackboard Jungle, featuring the song “Rock Around the Clock” by Bill Haley and the Comets, “The Rebel" had become the latest cultural icon. Maybelline sales soared as heavy make-up appeared in every teenage girl's purse. The era of teen marketing was born in Jacksonville, Florida, that year, when young girls jumped out of their seats to dance at an Elvis Presley concert--the first first musical riot on record.