The Maybelline Story Blog: Viola Dana

Showing posts with label Viola Dana. Show all posts

Silent Film Beauties become Maybelline models in 1920..

What's in a Maybelline slogan?

Viola Dana - Beautiful Photoplay Star, 1925. Read all about her in The Maybelline Story and the Spirited Family Dynasty Behind It. Order now on Amazon.

Today when you think of Maybelline, you think of Maybelline New York's catchy slogan,

"Maybe She's Born With It? Maybe It's Maybelline?"

But over the last 100 years there have been many other wonderful slogans, with beautiful stars from stage and screen. Here are a few:

In 1917, The slogan "Maybelline, Darkens and Beautifies Eyelashes and Brows Instantly," splashed onto the pages of movie magazines for the first time with lovely Mildred Davis as Maybelline's fetching face of the decade.

During the 1920's, the slogan, "Eyes That Charm" seduced women to mail order Maybelline, after being captivated by vampish silent screen star Viola Dana.

In the 1930’s Maybelline ads went from black and white to beautifully colored art deco illustrations of glamorous women, inspired by actress Natalie Moorhead.

They read: "It's Easy now to have Bewitching Eyes!"

"Alluring eyes may be instantly yours by the magic of Maybelline.

"Only genuine Maybelline can give you truly alluring eyes." "Your eyes should be your most alluring feature."

Another ad in the 30’s read "Old as ancient Egypt New as modern Paris," and had an illustration of Cleopatra on one half of the page and a modern 1930’s beauty on the other.

By the 1940’s Maybelline’s slogan became "Isn't She, or Isn't She," with before and after photography and the most famous slogan for several decades,

"Quality Yet Sensibly Priced."

These ads featured full page colored, glossy photographs of Pin up girls like Betty Grable, Rita Haworth, Hedy Lamaar and Elyse Knox, bombshells of the WW11 era.

By the 1950’s, TV slogans became more international and reached a new type of woman, the independent modern woman.

The catch word became "Exotic," and the new slogan became "Achieve the new Exotic eye make up with Maybelline." Tom Lyle was the first to do "before and after" ads using the slogans:

"What a difference Maybelline makes."

"Be Fashion-wise accent your eyes with Maybelline."

-Maybelline was now about fashion, being smart and accenting your beautiful eyes.

"Preferred By Smart Women The World Over"

In 1964, Emery Shaver, the genius wordsmith who fashioned every Maybelline slogan from 1915 to 1964, died from a massive heart attack. His last slogan for Tom Lyle's prized, Ultra Lash launched that year was,

"Maybelline the most prized eye cosmetics in the world". And never forget his famous,

"A woman's most prized possession is a man's imagination."

"What's in a slogan?" was and still is today,

SEX APPEAL!

Woman can't be truly independent and free without being financially independent.....

When Women gained the power of Financial Freedom they chose the right to be noticed with MAYBELLINE..

In the 1920's the American frontier had been explored, and cities were now the epicenters of discovery. New technology demanded an expanded workforce. Women defied their stay-at-home roles. With the freedom of their own money, they behaved differently. They even started smoking.

Massive advertising campaigns by Lucky Strike Tobacco Company lured women as well as men into smoking with the slogan “It’s toasted!” After all, what could be more pure and aromatic than toasted, golden leaves.

The public fell for it. With product placement in the first self-serve grocery stores—the Piggly Wiggly chain—it was easy to develop a smoking and Maybelline habit overnight.

No one could stop their little purchases, which included beauty-products. The era when only performers and prostitutes wore make-up had passed.

The age of cosmetics had begun with Lash-Brow-Ine in 1915, which became Maybelline in 1916.....

Irene Rich worked for Will Rogers, John Wayne, John Ford, Ward Bond, Gale Gordon, George M. Cohan.

She was a Maybelline Model in 1925 .

Financial empowerment.....is about knowledge..... which comes with education!

Read all about it in my book, The Maybelline Story and the Spirited Family Dynasty Behind It.....

Three Silent Screen Stars endorse Maybelline

Beautiful Silent Film Stars endorse Maybelline and promote the Women's Movement

Mary Eaton

Mae Murrey

Ethel Clayton.

Mildred Davis.

Viola Dana.

Gloria Swanson.

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

Maybelline splashed magazines with glitz and glamour, using Jean Harlow, Joan Crawford and Betty Grable in the 1940's.

Betty Grable Maybelline ad

The man who would become a cosmetics giant, Tom Lyle Williams, was a private man.....When TL launched the Maybelline Co. in 1915, mascara was deemed the “province of whores and homosexuals.”

He protected his Company and his family, by staying out of view from the public and an every intrusive press. In the 1930's, Tom Lyle ran his empire from a distance, cloistered behind the gates of his Hollywood Villa Valentino and contracted Movie Stars to represent him in the media.

From the earliest days of silent film, he sought Photoplay stars, like Viola Dana, Phyllis Haver, and Clara Bow. Throughout the 1930’s “Golden Age of Hollywood,” TL splashed magazines with glitz and glamour, using Jean Harlow, Joan Crawford and Merle Oberon. World War ll brought in the Pin-up girls, including, Bettie Grable, Elyse Knox, Hedy Lamaar, Rita Hayworth, and Lana Turner.

The 1950’s, ushered in the Girl Next Door... represented by Debby Reynolds and Grace Kelly. When Maybelline appeared on Television in the early 1950’s, Tom Lyle decided to appeal to a more universal image and rather than promote film stars created the cool, exotic, sophisticated image..... Appealing to foreign as well as domestic markets.

Joan Crawford – had her teeth pulled and replaced to have a more beautiful

smile and became Maybelline’s spokesperson for years.

Merle Oberon – was in an accident that disfigured the skin on her face, yet in films she looked flawless because of pancake make up.

Betty Grable - took over for the leading song and dance actress Alice Faye and became a big star in musicals as well As one of Maybelline’s top models.

Debby Reynolds - was to be Maybelline’s leading model in the 1950’s until Tom Lyle decided to change his ad campaign from the all American Girl to a more international exotic sophisticate in his TV commercials and print magazines.

Maybelline was the sole sponsor for the Grace Kelly, Prince Rainier lll, wedding in Monaco appeal to a more universal image and rather than promote film stars created the cool, exotic, sophisticated woman who would appeal to foreign as well as domestic markets.

Be sure to visit my new blog SAFFRONS RULE at http://saffronsrule.com/2013/08/19/today-i-was-in-a-good-mood-and-felt-real-popular/

IN THE BEGINNING THERE WAS MAYBELLINE...a never-before-told story that spans a 100 years and paints the picture of the American Dream.

My Great uncle Tom Lyle Williams founded The Maybelline Company, in 1915 and owned it until it sold to Plough Inc. in 1967.

Here is a peek at The Maybelline Story from the 1920's...

In the Beginning there was MAYBELLINE....

Noel James and Frances Williams 1917.

But it wouldn't have been possible without.....
Noel J. Williams.

The Maybelline Story Blog