Wasserstein Perella paid $300 Million for Maybelline in 1990, replacing Linda Carter with Christy Turlington and adding the tag line, Maybe She's Born with it, Maybe it's Maybelline

In 1991, the company adopted its current advertising slogan,
 "Maybe She's Born With It. Maybe It's Maybelline

Schering did not belong in the eye beauty business and the company found this out after abut ten years.  Maybelline was sold to an independent buyer and could not be bought for years on any stock exchange.  this independent buyer then decided to sell 51% on an IPO basis...independent public offering, and then this was was accomplished.  Maybelline in the early 90's could be bought as a "pure play" on the "Big Board."  Maybelline for the first time in history could be bought alone.  A short number of years later, the company was bought out by L'Oreal, which is a French cosmetic manufacturer and this is where Maybelline stands today.  (From a letter written by Rags Ragland Jr.)

Wasserstein Perella, updated the brand's image by replacing former Wonder Woman star Lynda Carter with model Christy Turlington, 

Maybelline Whisked Away By New Suitor

By George Lazarus | June 8, 1990

Nearly in the blink of an eyelash, Schering-Plough Corp. has found a new buyer for its Maybelline operation. The new parent of Maybelline is Wasserstein Perella, one of the more prominent Manhattan wheeler-dealer firms, which plunked down $300 million for the Memphis-based cosmetics maker. That price is essentially the same as MBP Acquisition Corp., another investment group, agreed to in early April in cutting a deal for Maybelline, a firm with annual sales of about $300 million.http://articles.chicagotribune.com/keyword/wasserstein-perella/recent/5

In appreciation to Harris A. Neil Jr. for the newspaper clippings used on today's post.

Wonder Woman - Linda Carter... Maybelline's beauty fashion coordinator and face of the 1980's

Deborah  Foreman for Maybelline 1981-1985

Focusing on real women campaign, with model,

 Deborah Foreman

In the 1980's Maybelline received a boost when the company hired Wonder Woman star Lynda Carter as the company's beauty fashion coordinator; she also appeared in several of its television and print advertisements.

Linda Carter appeared as Maybelline’s “face” for 13 years.

Stay tuned next week when Maybelline is acquired by
the investor group Wasserstein Perella & Co. in 1990,
for $300 million dollars. 

"Maybe she's born with it, Maybe it's Maybelline"
advertising tagline is created during this era.  The tagline continues to be recognized around the world.

Obituaries - Maybelline Founder Tom Lyle Williams 1896 - 1976 and Plough Inc. Founder, Abe Plough 1892 -1984.

As I march through the history of Maybelline's mergers and buyouts, I have to pause and acknowledge my great uncle, Tom Lyle Williams, founder of the Maybelline Company and Abe Plough, the man who bought Maybelline in 1967.  Both men had similar backgrounds  but two distinct ways of doing business.  Tom Lyle Williams was all about loyality to his family and employees, while Abe Plough was all business, expansion and profit.  They both served the Maybelline Company and my family profited greatly.

Maybelline's TOTAL LOOK, not just eyes any longer in 1975

If you haven't read my book The Maybelline Story, you can't appreciate the impact this merger had on the stock that all the Maybelline stockholders received at the sale of the Maybelline Company in 1967.  Everyone's money doubled overnight and of course with that windfall came good and bad consequences.  But enough of the drama, let's get back to business. Schering Plough moves the factory to Little Rock Arkansas and Maybelline get's a new look, with the New FRESH AND LOVELY, line of products in 1975. 

Stay tuned tomorrow as the story continues.  

MAYBELLINE COMMERCIAL'S ROCK THE 1970's

Original Quiz Kid Mary Ann Anderson

Mary Ann Anderson joined the Chicago's original Maybelline Company in 1964, soon after Ultra Lash Mascara was born.  Up until that time, she worked for the agency that handled Maybelline's advertising account.... but when she was unexpectedly fired... Tom Lyle Williams, realized her talent and immediately hired her as Maybelline's advertising executive.  The funny part of the story is... she still worked with the agency that fired her... however, now as their, boss so to speak.  After the Maybelline-Plough merger, Mary Ann moved to Memphis with Plough and held her position as Vice President of Advertising. 

 

Mary Ann Anderson views prospective Television commercials

Stay tuned tomorrow when Plough becomes 
Schering-Plough and moves to Little Rock Arkansas.

My great uncle, Tom Lyle Williams with my father,
 Bill Williams looking at a display of Blooming Colors
 and False Eyelashes in 1973.  Sent to TL from
 Abe Plough, from the new factory in Memphis.