$8.1 billion worth of mascara was sold last year and while Maybelline is still the number one mascara in the world, smaller cosmetic companies are not producing mascara because it's too expensive and difficult to make.
Many Millennial's, prefer lash treatments, including tinting and lash application as well as extensions and lash lifts, because it makes their routine in the morning that much easier.”
Synthetic false lashes are lightweight and natural-looking making them more appealing to most everyone, however, mascara is still the cosmetic lover's drug of choice.
“When you look at the capacity for innovation in terms of mascara, it’s mostly well-established brands that have the money for R&D that are innovating in this space,” said Kloe Angelopoulou, beauty analyst at Euromonitor. “Start-ups, once they enter the market, they want to offer a differentiating product. They want to give something new to the customer.”
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Maybelline Expert Eyes False Eyelashes
Sharrie Williams, author of the Maybelline Story, made up with Maybelline Expert eyes False Eyelashes
Sharrie Williams wearing Maybelline False Eyelashes 1968
though I love how I look in false lashes, my cosmetic drug of choice is mascara
Tom Lyle Williams, was spending $200,000 a year in advertising,
with Maybelline ads appearing in forty popular magazines as well as
Sunday newspaper supplements and specialized journals such as Theater
and Photoplay. Between 1915 and 1929, he’d spent over a million dollars
to advertise Maybelline. His little eye beautifier now had wide
distribution in the United States and Canada. Everywhere you went,
close-up photos of eyes darkened with Maybelline projected a
provocative--but no longer sinful--eroticism.
Tom Lyle Williams in 1929, from an article in a trade magazine.
In
fact Tom Lyle had just launched his 1929 “Springtime is Maybelline
Time!” campaign, featuring an idealized lovely young miss looking up
adoringly at her man through starry eyes. The offers to vendors pitched
display cartons, each holding a half-dozen eye makeup containers, and
urged druggists to try product placement by the soda fountain, “forcing
extra sales.” Tom Lyle felt that the ad would assure continued
prosperity for the company, meaning he could afford to leave Maybelline
in the hands of his brother Noel while he and Emery headed out to
California for a few days. On
October 29, 1929, a news flash announced that the Dow industrial
average had fallen almost twenty-three percent, and the stock market had
lost a total of sixteen billion dollars in value in a month. Sixteen
billion dollars. Tom
Lyle knew the stock market crash would be devastating for the country
in general, and would certainly ruin many companies. Although
Maybelline, as a family-owned business, was not directly affected by the
Wall Street disaster, there was no question that the aftermath would be
devastating. Who would choose to buy eye cosmetics over food for the
family?
The
prosperity and opulence of the Roaring Twenties were gone, disappearing
along with the vamps who had loaded up with Maybelline’s
seventy-five-cent product. In order to keep his company alive in the
years to come, Tom Lyle knew he would have to find ways to keep his
product in the public eye, yet at a price women could afford. The
flashy, flapper look was quickly devolving to a more demure look fit for
austere times.
Despite
the national situation, he felt good about the future. In fact, when
Noel showed him a story in The Wall Street Journal about a brand-new
skyscraper being constructed over the old Waldorf-Astoria Hotel in New
York--the Empire State Building, the tallest structure in the world--Tom
Lyle took it as a sign that the bad economy would be only a temporary
dip in the road.
He
was rarely so wrong. When Emery suggested an ad tie-in to the Empire
State Building--Things Are Looking Up, featuring young women with
gorgeous eyes gazing up at a new skyscraper--Tom Lyle backed it
enthusiastically...until it became clear that for most of the country,
things were looking very much down. They abandoned the new ad campaign
as the market continued to decline, wages plummeted, and credit dried
up. When industrial production also collapsed, many businesses went with
it.
But
not Maybelline. Although innovative and widespread advertising was
responsible for a lot of the company's success over the years, it was
not the whole story. So was constant innovation in the lab, and that
spring, thanks to the introduction of an improved waterproof eye makeup,
total sales rose to $750,000--at a time when most businesses were
struggling simply to keep their wallowing businesses afloat.
Read
more about Maybelline's success during the worst economic downturn in
American history and it's secret to becoming the most successful
cosmetic company in the world in The Maybelline Story and the Spirited Family Dynasty Behind It. Celebrating Maybelline Mascara 102 Anniversary and "National Lashes Day." Here is a short excerpt from The Maybelline Story. Maybelline New York,
your history from "Ashes to Lashes" is one of the most spectacular rags
to riches stories ever told.
Most men think that women use makeup only when they wish to look pretty for opposite sex. Little do they know that eyeliners, mascaras and various foundations can be used to cover signs of fatigue and as a way to rejuvenate face. Makeup is not only a fashion statement. It is a tool that gives women a head start. Unlike men, who can be sloppy at times, women are prepared for every situation. By using proper products, you are able to go out and party all night long and then come fresh tomorrow for work.
As they say, eyes are mirror of the soul. Unfortunately, these mirrors can often be puffy, swollen and with big bags beneath them. The fact that most people look you in the eyes first time they meet you, makes it that much worse. It is really hard to cover this area. But it is possible. Since the beginning of the 20th century, when Tom Lyle Williams created Maybelline, women have a good solution for this problem. However, if you wish to fully cover signs of tiredness around your eyes, entire procedure is required.
Before you can start with different eyeliners and mascaras, you should put makeup on your skin. Having in mind that skin is the basis, everything else will be meaningless if you haven’t properly covered it. Begin by applying gel for reduction of puffiness. This substance will reduce swelling bellow your eyes. If you don’t have any cosmetic product for this particular issue, you can try old fashioned spoon or even cold tea bags. After that, you are ready to apply foundation on your skin. Use products that have color of the peach. This way, you can easily restore your natural color which was previously lost due to fatigue. Foundation needs to have small percentage of water within it. Such product will restore moisture and it will make you look fresh.
After taking care of your skin, you can start applying different products on your eyelashes. High quality makeup, such as Maybelline, can give you completely new look. But, you need to be very careful when purchasing mascara. When we are tired, our eyes tend to be watery. This means that tears can easily make a real mess of your face. Always purchase mascara that is waterproof. Eye shadows should be in a light color, such as champagne or pearl white. It is also possible to use products that have shimmer in order to restore glow. The most common sign of fatigue are red lines that appear on our eyes. Purchase eye drops that can reduce irritation. Good thing about eye drops is that you can carry them in your purse and use them at work.
If you wish to prepare for a big day and you think that your eyelashes are not ready for it, you can use products such asLatisse. It can increase volume of your eyelashes diverting people from your eyes. Unlike other cosmetic products, this one has medical purpose as well, so you won’t be able to get it in your regular cosmetic shop. Online suppliers such as Medica Depot are the best place to purchase it. http://www.medicadepot.com/
In the January issue there is a feature about eye make-up through the ages. I gave permission to use two of my Maybelline ads and was given a credit as you can see below. Here is the article. It's very nice, but actually the birth of Maybelline was in 1915, while the birth of Maybelline Mascara in the little red box was in 1917. Enjoy!!!
Enlarge by clicking the box on the bottom right side of the article, than clicking the little magnifying glass when it opens.
Maybelline was very influential in the 1920's women's movement, because it allowed women to create their own identities. With endorsements from these major Film Stars, Maybelline began to appear in even the most modest lady's toiletries. Look at these beautiful Actresses and think about the impact they had on your great grandmothers and grandmothers in the 1920's.
If you love Old Hollywood history, pick up a copy of
The Maybelline Story, as it mirrors everything from the 1920s and beyond.
Check out my Hilarious 1964, High School Blog...Saffrons Rule at saffronsrule.com
Princess london picks....."If you love fashion, beauty, celebrities and interesting things follow me." Here is Princess london's review of Maybelline mascara and eye shadow..... leave a comment if you agree or disagree.
To say I am a beauty addict is an understatement I love trying new products. However, I was always a little skeptic of drugstore makeup. But since trying Cover Girl eyeliner and falling in love with it,
I decided to try Maybelline. I had seen the commercials for the new mascara and was curious to try it, since I had tried so many different mascaras that made my sensitive eyes cry. I ended up buying the mascara and an eye shadow quad since it was on sale.
I am so happy I did. I find it hard to find a nice shade of pink shadow. However, this one is just the right shade. When blended together the colors will truly make your eyes pop. There are instructions on how to put on the shadows, but I put them on my own way. Put a dab of the white shadow in the corner of your eyes. Sweep the pink all over the eyes. The brown shade is meant to be used as a liner. However, I am more a fan of the old-school pencil liner. I used it as a shadow on top of the pink to darken up the look for the night. In addition, I added my beloved Cover Girl liner.
Next came the true test would I fall in love with the Maybelline Mascara as much as the commercial made me think I would. And the answer is yes I did. This mascara is so amazing that when I went shopping for foundation a few days later that week .The person who was doing my makeup commented that my eyelashes look so good I do not need to wear mascara. I will admit you need to be careful when applying the shadow though. If you press your brush down to hard in the palate the powder will get to loose. So investing in a good brush is a good idea. Other than that, I cannot think of anything I dislike about the products. The mascara not only gave me longer lashes like it promised. It did not cause my eyes to turn red or make me cry like most other mascaras.
If I had to rate, the products on a scale of one to Ten I would give them nine and a half. The only thing they have to do to get a ten is make the shadow less breakable.
Next time you are wondering if someone was born with it, it is probably Maybelline.
Thank you so much for the charming review. Your blog is exciting and as fun an any online entertainment magazine. Hope you come back with more up to the minute news and by the way I'd love it if you bought my book, The Maybelline Story and wrote a review for me.
Warmly, Sharrie Williams
Princess london is an Aspiring Stylist tweet her if you need fashion advice or want to hire her. Also a writer, tweet her if you want her to write an article for you.
Maybelline New York will once more be the Official Make Up Sponsor of the Mercedes Benz New York Fashion Week starting September 6. Jen Su takes us behind the scenes at this year's New York fashion Week as we have a look at all the beauty looks created with Maybelline.
2004, Maybelline officially becomes Maybelline New York, incorporating elements such as the size, style, color and success that give the city its cool, captivating flavor. This new attitude and look combine state-of-the art technology and a keen eye on trends to produce accessible, cutting-edge cosmetics with a cool, urban edge.
Maybelline New York Models include, Christy Turlington, Josie Maran, Adriana Lima, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, and Kristin Davis have endorsed Maybelline products. The current faces of Maybelline are Turlington, Julia Stegner, Jessica White, Erin Wasson, Kemp Muhl, Emily DiDonato, Lisalla Montenegro, and Shu Pei.
Today, Maybelline New York is the number one cosmetic brand globally and is available in over 90 countries worldwide. Our products are carried in virtually every major Australian mass-market retailer including pharmacies, discount stores, supermarkets and cosmetics specialty stores.
As a renowned colour authority, Maybelline New York creates seasonal colour stories with products in the season’s hottest shades. Today, we’re focused on helping women feel more beautiful and recognising their individuality and potential through education and empowerment
Maybelline's image has gone through many incarnations in the last 30 years Linda@youpleasureme44, but as you can see, it's remained a cutting edge cosmetic company for over 97 years. I'd love your insight on changes you've seen since that first tube of Great Lash Mascara you bought when you were 14. It's been a pleasure answering your question, "How has Maybelline changed over the last 30 years." And thank you for being a quest Blogger on the Maybelline Book Blog.
Good Housekeepings Stamp of Approval guaranteed Maybelline meant trust, purity and perfection, much like a mother's Love. By 1938 Maybelline targeted a new market of women, or should I say girls - who had grown up seeing that little red and gold box on their mothers dressing table. "If Mother uses Maybelline it must be pure and I can trust it," was the thought of the day and with Good Housekeeping's approving it harmless, tear-proof and non-smearing any sweet sixteen could now carry it in her purse with no worry of looking improper or worse, "cheap." This might seem silly by today's standards but if you remember in 1917 trying to convince a young girl to darken her eyelashes and brows with Maybelline was near impossible. Only prostitutes and actresses dare be seen in public with made up eyes, but by the late 1930's with a generation of women now wearing Maybelline and with Good Housekeeping's Stamp of Approval it was a different story. Maybelline was the first eye cosmetic product to have the coveted Stamp of Approval from Good Housekeeping and it was a really big deal! Tom Lyle celebrated the momentous occasion by introducing Maybelline in a beautiful new red and gold metal vanity that couldn't be crushed in a young girls purse. What a mastermind Tom Lyle was, always thinking up amazing reasons to inspire women to buy buy buy more Maybelline. Also notice in this ad that Maybelline was called Maybelline Mascara for the first time, rather than an Eye Beautifier, another Maybelline First! Read more incredible stories about the King of Advertising, Tom Lyle Williams and the family behind him in The Maybelline Story and the Spirited Family Dynasty Behind It.
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