Maybelline's advertising strategy featured Romance while focusing on selling War Bonds during WWll

When petroleum was rationed during the War, Maybelline was ordered to stop making their products.  Tom Lyle told the Pentagon, "If women can't get their Maybelline, it will affect the moral of the men overseas."   Petroleum vats remained full and Maybelline's products expanded around the world.

read more about Maybelline's marketing and advertising strategy over the last 100 years in The Maybelline Story and the Spirited Family Behind it.

Not much for glamour but did Amelia Earhart carry Maybelline with her on the plane?

August 23, 2012, 
Finding the lost Aviator, Amelia Earhart's plane. http://newyork.newsday.com/news/world/amelia-earhart-search-returns-without-conclusive-images-1.3856752

This 1941 Vintage Maybelline ad was produced just four years after Amelia Earhart's plane was lost and War was declared on the Japan. 

When I think about Amelia Earhart's plane crashing onto a reef off a remote island in the Pacific Ocean I can't help but wonder if her courageous Spirit wasn't there to help direct and protect our boys during one of the darkest hours in American history.  I know she still inspires me to dream bigger and bolder and go beyond my own comfort zone.  How about you?  What do you think about Amelia Earhart's incredible journey into the unknown with the heart of a Lion.

Secretary of State Hillary Clinton and Secretary of Transportation Ray LaHood say they're throwing their support behind a privately-financed search to uncover the fate of American aviator Amelia Earhart, who went missing in flight 75 years ago. AP video. (March 20)

In the first video they show some cosmetics found in the possible wreckage.  Freckle cream, rouge and a broken mirror from a compact. Is it possible Maybelline was also on the plane in Amelia Earhart's make-up bag???  if so this is what it would have looked like in 1937.

Recovery of Amelia Earhart’s Alleged Anti-Freckle Cream Triggers New Search

Amelia Earhart: 'Beauty kit' found on desert island in Pacific

Maybelline and the teenage market, Post WW ll, USA.

Maybelline was readily available in drug stores after World War ll and the average teenager was able to purchase Maybelline mascara, shadow and pencil for one dollar.   

Maybelline ad, 1946

The movies pumped out teenage movies so fast that every talent scout from every Motion Picture Studio in Hollywood had their eye's open for the next big thing.

L

Schwab Drugstore, 1949


Lana Turner a 16 year old student at Hollywood High was discovered while having a soda at Schwab's drugstore and soon become Hollywood's most gorgeous "sweater girl," in the late 30's. 

-- Lana Turner in They Won't Forget, the film that launched her career and labeled her "The Sweater Girl"

 Click on tribute to Lana Turner.



I don't think any young girl was more influenced by Maybelline ads in Hollywood glamour magazines than Norma Jean Baker, (Marilyn Monroe,) in Post WW ll

Marilyn Monroe on the cover of Yank Magazine, 1945.

1946 Maybelline ad appealing to the average girl
after WW ll.

In 1975 the film Goodbye Norma Jean was filmed at my father's home in Palm Springs.  Many of my friends and family were extras, wearing costumes from the 1940's.  See below for a few pictures of my sister Donna Jean Williams, during the filming with her friend, Gerry Marks.

Donna Jean Williams in our dad, Bill Williams, Model-T truck, taking a break from filming Goodbye Norma Jean.

Gerry Marks in the background, with the Model-T truck loaded with supplies for a shot in the film.

Inside my fathers living room where a party scene was being shot. Gerry Marks, with one of the cast, and my sister Donna Jean Williams dressed 40's style posing for background shots.

Marilyn Monroe - Photograph​s - At Tobey Beach by Andre DeDienes (1949)

How Norma Jean Baker became Marilyn Monroe
Monroe became one of Blue Book's most successful models; she appeared on dozens of magazine covers. Her successful modeling career brought her to the attention of Ben Lyon, a 20th Century Fox executive, who arranged a screen test for her. Lyon was impressed and commented, "It's Jean Harlow all over again."[22] She was offered a standard six-month contract with a starting salary of $125 per week. Lyon did not like the name Norma Jeane and chose "Carole Lind" as a stage name, after Carole Lombard and Jenny Lind, but he soon decided it was not an appropriate choice. Monroe was invited to spend the weekend with Lyon and his wife Bebe Daniels at their home. It was there that they decided to find her a new name. Following her idol Jean Harlow, she decided to choose her mother's maiden name of Monroe. Several variations such as Norma Jeane Monroe and Norma Monroe were tried and initially "Jeane Monroe" was chosen. Eventually, Lyon decided Jeane and variants were too common, and he decided on a more alliterative sounding name. He suggested "Marilyn", commenting that she reminded him of Marilyn Miller. Monroe was initially hesitant because Marilyn was the contraction of the name Mary Lynn, a name she did not like.[citation needed] Lyon, however, felt that the name "Marilyn Monroe" was sexy, had a "nice flow", and would be "lucky" due to the double "M"[23] and thus Norma Jeane Baker took the name Marilyn Monroe.

Maybelline Pin Up Girl, Elyse Knox, 1944.

Maybelline ushers in The Pin Up Girl, The Bomb Shell and The Girl Next Door during World War 11 - creating an American Ideal for beauty, style and fashion.

Maybelline model and Pin Up Girl Elyse Knox 1943, photographed by Paul Hesse. "Maybelline lights the way to new eye beauty, signed Elyse Knox."

Elyse Knox was one of Maybelline's World War 11 models contracted for her sexy yet innocent face during the 1940's.  Knox was a B-movie starlet in the Hollywood System playing secondary roles until she landed a role with Lon Chaney Jr. in The Mummy's Tomb; one of the series of Mummy horror films made by Universal Studios. 

Knox became well known after Maybelline placed her full page glossy autographed picture on the back of magazines after appearing as herself in Universal Studios 1944 production of "Follow the Boys."  One of the World War 11 morale-booster films made for both the soldiers serving overseas as well as civilians at home.

Knox was also a Pin Up Girl during the War, appearing in such magazines as YANK, a weekly put out by the United States Military.  Ads like this combined with Maybelline ads on the back of movie magazines, created a desire in all Service Men to return to the arms of their sweet All American girls - with those Maybelline eyes. 

In Late 1944 Knox was signed by Monogram Pictures to portray Anne Howe, the love interest of fictional boxer Joe Palooka in Joe Palooka, Champ.  Based on the very popular comic strip.  The instant success of the May 1946 film led to  Knox appearing in another five Joe Palooka productions.  She retired from film making in 1946 after appearing in the musical There's a Girl in My Heart but continued doing Print ads like the one above for Maybelline while appearing on the Bing Crosby radio show where she met foot star Tom Harmon.  She married fashion photographer Paul Hesse one of Maybelline's official photographers, divorced and married Tom Harmon in 1944.

The couple had three children, Kristin, who married Ricky Nelson and had Tracy, twins Gunnar and Lars, and a son Sam who modeled and acted in film and TV (TJ Hooker.) And Kelly..... and Mark Harmon of NCIS.

Read more about the Pin Up Girls Tom Lyle contracted during World War 11 in The Maybelline Story and stay tune for more Maybelline Pin Up Girls, Film Stars and Girls Next Door during the 1940's, all this week.

Thanks for following The Maybelline Blog, see you tomorrow and tell your friends to check in as well!!!!

Maybelline's Soldier Boy, Bill Williams, 1945.

Like his father, William Preston Williams, a WW1 Vet - my father William Preston Williams Jr. served his country fighting in the Philippines during WW11. 

Bill was working as an apprentice artist at MGM painting back drops - hoping to work his way into a career at the studio - when he was drafted into the Army in 1944.

A Sad Sack - Bill wasn't exactly happy leaving West Los Angeles, the beach and MGM - for Fort Riley Kansas in Jan of 1945.

After all that meant saying goodbye to his sweetheart Pauline Mac Donald.

and his Car-Guy buddies, (Bill is second on the right.)

His uncle Tom Lyle Williams.

His mother Evelyn Williams and his 36 Ford.

His life at The Villa Valentino with his uncle Tom Lyle, his mother and Pauline.

So he married his childhood sweetheart Pauline Mac Donald and shipped off to the Philippians in March of 1945 not knowing if he'd ever return to California and those he loved so much.

While Bill was overseas his uncle Tom Lyle Williams created War Time Maybelline Advertisements like this one to sell U.S. War Bonds.

Bill in the Philippians working on a reconnaissance plane.  The war ended in August of 1945, but not without leaving it's mark on him.  He came home with a scar on the back of his head from shrapnel which could have easily killed him.  The amazing thing is, after living a long life, he died at 82 from a head injury.  I guess my father like so many Vets who came back to America to create the Baby Boom were actually on borrowed time until they finished their work on earth.  Maybe that's way they were called "The Greatest Generation."

If you want to read more about Bill and his adventures overseas during WW11, his life in the Maybelline family and the Hay-Day after the sale of the company, please pick up a copy of The Maybelline Story from Amazon, Barnes and Noble or buy a signed copy from me from this www.maybellinebook.com.  Stay tuned for Noel Allen Williams story tomorrow.  We're in the Navy now!

Maybelline family Veteran William Preston Williams, WW1.

This Memorial Day marked the 5TH anniversary of my father's death and brought to mind the War Heroes in the Maybelline Family.  Here are a few pictures of my grandfather Williams Preston Williams as he prepared to leave his home and family and fight for our Country during World War l.

This is what Chicago looked like when my grandfather William Preston Williams joined the Navy in 1917.  He was just 18 years old with visions of being a War Hero.  Like so many boy's from the Lost Generation he imagined the war would quickly end and he'd return unscathed by the ravages of battle - only to be greatly disillusioned with a broken spirit.

This is what was going on in the Maybelline Family at the same time.  Tom Lyle introduced Maybelline to the public as Silent Film became popular and Silent Film Stars were seen on screen with heavily made up eyes.

Theda Bara "THE VAMP" - 1917.  This is what was going on in Hollywood when WW1 broke out.  Women began to be conscious of the their eyes and buy Maybelline.  An interesting fact -  Maybelline was sent in an unmarked package insuring the buyer her privacy since Maybelline was so frowned upon at the time.

1917 Maybelline became available through mail order. 

Screen from the Silent Film WINGS.  This is what Preston was heading into.  He was a rear gunner on one of those Flying Sticks in the sky.




Preston with his parents Susan and TJ.  His mother was grief stricken after already losing her first son, Pearl to TB and the thought of losing another son to War was too much for her.  TJ on the other hand was proud his son was fighting for his Country like so many Patriots that went before him in the Williams Family.  He also thought the Navy might straighten his wild card son up a bit. 
                                                                               

Preston was leaving his family to go fight the enemy, an enemy he and so many young American boys thought would be easy to destroy.  It was far from easy, and Preston came home with Post Traumatic Stress Syndrome, never to be the same again.  Here he is with his little sister Eva on the left, Frances Allen, Tom Lyle Williams Noel James Williams and Bennie Gibbs.

Mabel Williams on the left with her brother Preston, Helen, one of the first Maybelline models, Frances Allen Williams, Bennie Gibbs and Tom Lyle Williams in front of his new "PAGE "Convertible in Chicago. 

Tom Lyle enlisted as well but was denyed service because he was the sole supporter of his entire family according to his draft card in 1917.  Noel was married to Frances and also supported the family managing the Maybelline Company. He might have been too old for service at the time. 

 If you have read The Maybelline Story these pictures will enhance the visual for you.  If you haven't purchased a signed copy yet just click on maybellinestory.com and one will be mailed to you directly.  I will continue with WWll Maybelline family Veterans tomorrow.  Stay tune for more wonderful pictures and stories.

Mabelline ad in 1942 War Time

Maybelline Ad 1942

Experpt from The Maybelline Story and the Spirited Family Dynasty Behind It.  Copyright, Bettie Youngs Books, 2010.

Noel phoned Tom Lyle. “We’ve got a production problem, T. L. The President issued a warning to the beauty industry that rationing of certain raw products would begin soon, especially petroleum jelly!” This was still Maybelline’s key ingredient.

“That’s all we need,” Tom Lyle said. “We’ve got to do something fast or we’ll sink along with the enemy battleships.”

Tom Lyle, Emory, and Arnold brainstormed. As in World War I, businesses tailored their ads to fit the war effort. Emory noticed a trucking ad that said, They’ll Never Bomb Us Out! . . . Trucks will always get through!  

“We need to get that kind of spirit into our ads,” he said, “creating a strong demand that will get through to Washington. Remember how well Patriotism Through Beauty worked in 1916?”

Arnold said, “The boys have got the inside of their Quonset huts covered with pinups—including most of our girls. They may say they’re fighting for flag, mom, and apple pie, but their wallpaper tells the truth.”

Tom Lyle agreed. “If we could just ask some of the military brass to consider how many of the girls in the pinups might be wearing make-up, and whether their pinup appeal would be as powerful if they were not wearing cosmetics.”

“That should get their attention,” Emory agreed.

Tom Lyle called Noel the next day and told him to buy up as much petroleum jelly as he could before the rationing went into effect. The first wartime ad to appear showed a housewife writing a letter to her husband at the front.  Naturally, her eyes were perfectly Maybellined, and the slogan read, They’re doing They’re doing their bit by keeping their femininity. That’s one of the reasons we are fighting. Another ad showed an elegant young woman as lovely as a pinup girl with an admiring military officer adoring her as he helped her with her white stole. The caption read, Just as he dreamed her eyes would be, reminding women to be as lovely as the pinups by using Maybelline. One ad simply said War, Women, and Maybelline.

In spring of 1942, the Pentagon warned the White House that the war should not create a glamour shortage. A memo to Roosevelt advised that such a loss of beauty  “might lower national morale.” Suddenly petroleum flowed like water into Maybelline’s vats. Tom Lyle’s campaign had virtually saved the entire cosmetic industry for the duration.