Maybelline founder Tom Lyle Williams

Topics from The Maybelline Story include

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Nickelodeon, Mary Pickford, Sears Roebuck and Co, Popular Mechanics Magazine, The Mayflower Families, Mercy Hospital, Mail Order Catalogues, The Household Guest, Weeghman Park, Balaban and Katz Theatre, Charlie Chaplin, The Little Tramp, World War 1, Cecil B. DeMille, Rudolph Valentino, Boston Opera Company, Jazz-Bo, Erte’, Art Nouveau, Harry Houdini,


 The Lusitania, Lillian Gish, Birth of a Nation, Photoplay magazine, Vaseline, Victorian Era, Marshall Fields and Co., Park-Davis, Mascaro, Police Gazette, Saturday Evening Post, Gibson Girl, Coco Chanel, Powder, Rouge, Wall Street Journal, Lost Generation, Lord and Taylor, The Jazz Age, Louis Armstrong, Al Capone, Flappers, Chicago Institute of Music, Theda Bara,


 Miss America Pageant, Lake Zurich, Scabs, Cleveland, Pinkerton Agents, Mildred Davis, Jack Dempsey, Gene Tunney, Cubs Park, Wrigley Field, Mayo Clinic, Charlie Chase, Viola Dana, Lefty Flynn, Beverly Hills Hotel, The Polo Lounge, Tom Mix, Miss Mixit, Will Rogers, Clara Bow, Mildred Davis, Gloria Swanson, Malibu Colony, Wings the film, 

The Jazz Singer, Argentina, gangsters, St Valentines Day Massacre, Herbert Hoover, Academy of Motion Picture Arts, Douglas Fairbanks, Roosevelt Hotel, The Circus (film), Marion Davies, Roaring Twenties, Art Deco, Ponds Cold Cream, Helena Rubenstein, Duke University, Actress Natalie Moorhead, Actress Norma Shearer,


Eastman-Kodak Camera, Tarzan of the Apes, Amos and Andy, “The Little Engine That Could,”  Jimmy Shield, William “Bill” Haines, MGM Studios, Baby Face Nelson, John Dillinger, Pretty Boy Floyd, Clyde Barrow, Bonnie Parker, The New Deal, The San Francisco Golden Gate Bridge,


 Adolf Hitler, Tower Hill Military School, Dundee Illinois, Jean Harlow, Bombshell, National Recovery Act, FDR, The Maybelline Hour, WFNT, Penthouse Serenade,


 Good Housekeeping Seal of Approval, Dust Bowl, Biograph Theatre, Biograph Studio, Lady In Red, Joan Crawford, Technicolor Film, 1934 Packard Automobile, The 1934 Worlds Fair, Jake the Barber, William Randolph Hearst,


 Marion Davies, Vogue Magazine, Ladies Home Journal, Max Factor, Charles Revlon, Merle Norman Cosmetics, Production Code Administration, (PCA), Hays Code, Cary Grant, Randolph Scott, California, Marlene Dietrich actress, Lilly Dache’, Carmen Miranda, Laguna Beach, The Great Ziegfeld, Deanna Durban actress, Judy Garland,


 Biltmore Hotel,  Musso and Franks restaurant, Hedy Lamaar actress, Carole Lombard actress, True Confession Magazine, World War 11, Eleanor Fisher actress, Santa Anita Racetrack,
 Clark Gable, Spencer Tracy, Bing Crosby, Seabiscuit,


 Benny Goodman band leader, Alice Faye actress, Alexander’s Ragtime Band, Fox Studio, The Fleishmann Hour, Times Square, Merle Oberon actress, Glenn Miller bandleader, The Wizard of Oz, Gone With The Wind, King Kong, Bill “Bojangles” Robinson, Eleanor Powell actress, Tommy Dorsey,


 Jimmy Dorsey bandleader, Tommy Dorsey bandleader, Frank Sinatra, Winston Churchhill, Tony Martin, Daryl Zanuck, Betty Grable, Phil Harris, Shirley Temple, Jane Withers, Busby Berkeley, Gene Krupa drummer,
 Cedric Gibbons, Douglas Aircraft, Louie B. Mayer, Mickey Rooney, Jeanette MacDonald, Glamour magazine, Ronald Reagan, Combat Camera, Bette Davis, Hollywood USO, Rita Hayworth , Mocambo restaurant, Xavier Cugat, Desi Arnaz, Greer Garson actress, Edgar Cayce, Jitterbugging, The Palladium, Romanoff’s restaurant, Humphrey Bogart, Lana Turner, The Coast Guard, Elyse Knox pinup girl, Linda Darnell, Maria Montez Susan Hayward, Virginia Mayo, Barbara Stanwyck, Fort Riley, Fort Ord, Philippines, General Douglas MacAuthur, Lois Collier actress, Ava Gardner,



 The American Dream, Norma Christopher, 1947 Tournament of Roses, Carlyle Blackwell Jr. Photography Studio, Hess Photography, Monoplies, McCarthyism, Bel Air Fire, Baldwin Hills Flood, Tungsten, Adlai Stevenson, President Eisenhower, Walkie Talkie Dolls, Dorian Gray, Chinatown in LA, Olvera St in LA, Frederick’s of Hollywood, Rosie the Riveter, James Dean, Bill Haley and the Comets, Elvis Presley, Chuck Berry Maybellene the song, Grace Kelly, Prince Rainier 111 of Monaco,


 Marilyn Monroe, Hanna-Barbera Productions, Ben Hur, Camarillo State Mental Hospital, Manic-Depressive disorder, F.W.Woolworth, Patricia Stevens Modeling School, Dream Girl, The Gong Show, The Dating Game, Plough Inc, Schering-Plough,  Martin Luther King Jr, Robert Kennedy, The Vietnam War, Neil Armstrong, Balboa Bay Club Newport Beach CA, Conway Twitty, Arson Fire In Hot Springs AK.

Rudolph Valentino, Silent Films greatest Latin Lover



just happened to watch this movie on TCM lately and though it really didn't follow Rudolph Valentino's life story, I still enjoyed Anthony Dexter in the role.

I also loved the close up of this Preview Card, with a comment about Valentino's film, the Sheik... having the most thrilling love scenes ever seen on the screen.
Here is Anthony Dexter as the Sheik in the 1951 film.
and here is Rudolph Valentino as the Sheik, in the 1921 film.  There is no comparison in the passion and sexuality Valentino exudes on camera.

Anthony Dexter looked like Valentino at certain angles, especially while dancing the Tango, but his perfect English and diction ruined it for me...  I'm sure the real Valentino spoke with broken English and was a little more rough.  I did however, love the costumes and Valentino style.  
I was thrilled to see this close up of an invitation from Valentino, including the address of the Villa Valentino in Whitley Heights.  The real Villa, however, was actually located at 6776 Wedgewood Place, Whitley Heights.



Valentino was one of the first residents to build a Mediterranean Villa in Whitley Heights. Soon after making the Sheik and The Four Horsemen of the Apocalypse, in 1921.


My great uncle Tom Lyle Williams, founder of the Maybelline Company, with his lifetime partner, Emery Shaver.  Tom Lyle bought the Villa after Valentino's death in 1926.
 ASPIRATION, overlooking the pool at the Villa...in honor of Rudolph Valentino.



The era of teen marketing was born in Jacksonville, Florida, in 1955

 



 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 staringJames 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.

Maybelline's digital marketing strategy is a far cry from founder Tom Lyle Williams, early advertising

 




 When my great uncle, Tom Lyle Williams founded the Maybelline Company in 1915, he placed 1 1/2 inch ad in the Classified section of movie magazines, like "Photoplay," or the "Police Gazette".  He also had a radio show called the Maybelline Hour, where he did live shows, often with members of the Maybelline family. Eventually he placed full page, glossy print ads in magazines and was the first cosmetic company to place commercials on television.  Today Maybelline New York, uses digital marketing to focus people talking on their own social networks. However, Maybelline still uses Tom Lyle Williams original strategy of promoting beautiful images in his advertisements,  causing people to talk about it with their friends and family.

Tom Lyle Williams genius in the 1920's through the 1960's was contracting Hollywood's biggest Stars to represent Maybelline. He never used his own face or promoted himself, like every other cosmetic mogul in the industry did.  He did this to protect the Maybelline name and his family from public criticism, because he was gay and had a 50 year relationship with his lifetime partner, Emery Shaver. Today Maybelline's Celebrity partnerships to keep the talk going with their customers. 
For example, Maybelline's collaboration with supermodel Gigi Hadid continues to generate news in fashion media. In addition to being featured in the brand's advertising campaign, Hadid partnered with Maybelline on a makeup collection. The buzzworthy model also devoted her personal Instagram — with 40 million followers  to the new collection bearing her name.
Although Tom Lyle Williams used what ever resources available to him during his lifetime, he never had the opportunity to use the internet or social media in his marketing and advertising campaigns. Today Maybelline New York not only uses Celebrities in their internet and social media marketing and advertising, they also now partner with paid influencers, as well as 
everyday influencers — those friends, family and peers who have large social networks and enjoy sharing their opinions. It ships free product samples to consumers and invites them to share their experiences by posting reviews and product-related content on social platforms.
Just as Maybelline's original founder, Tom Lyle Williams, understood his target markets, Maybelline New York continues to motivate it's customers to spread the word by one on one talking on and offline

The Maybelline Story - Sharrie Williams (Guest) Bridge City News




Interview with Bridge City News, Canada.  

Maybelline started as a little mail order business in the classified section of Movie magazines. Tom Lyle Williams a 19 year boy with a 10th grade education, was an advertising genius. His great niece, Sharrie Williams tells a bit of his story and the great success he became when his little cosmetic company  took off during the Silent Film Era.  



THE FABULOUS MAYBELLINE STORY BY HOT BEAUTY REVIEWS

 






I love reading books. Some books are good, some great, but ONLY a couple of them are exceptional like the book "The Maybelline Story". This is really a MUST to read. You will be smitten by this book, it is fabulous! You will be instantly transferred to the last century of Hollywood glamour and beauty, but also you will be witnessing the hard work of the founder of iconic Maybelline - Tom Lyle and his family. When I started to read this book, I forgot about the world around me. I was just reading and reading. I couldn't put the book down. Tom Lyle, founder of Maybelline was a remarkable person, businessman from the very early age.He saw opportunities everywhere. He wasn't afraid of any challenges. He had a driving force and strong belief that hard work would lead to success. And his finely tuned instincts paid off. In the book I learned about "harem secret". What is it? The core business of the Maybelline brand. You will found out, when you will read the book. I like the company philosophy that every woman deserves to look her best. Every marketing guru should "learn" about newspaper headline "Miss Maybelline Stops Traffic", where a coincidence is more than years of planned marketing. This book can easily be valuable marketing textbook. Who is Miss Maybelline? It is Evelyn B. Williams. Independent, strong and confident woman with style, muse of Tom Lyle. WHAT I LEARNED FROM THE BOOK: 1)Never say never 2)Glamour is just civilized sex. 3)Eating canned spaghetti, can be act of patriotism. 4)The most important, that "Feelings have to be hidden and a smile should be your umbrella" by Evelyn Williams aka Miss Maybelline What an exciting family saga, full of hard work, pain, intrigues, disappointments but also joy, glamour and fortune with shocking and unexpected end. I already can see a great movie in the future about it! And Sharrie you are a very talented writer. If you are interested to buy the book, you can do it at: http://www.maybellinebook.com/p/buy-my-book.html. Book is sold out at most bookstores, I had hard time buying it! By Marietta Spiska If you have any questions, inquiries, please contact us at blog@hotbeautyreviews.com

Maybelline Kid had Fun, Fun, Fun till Daddy takes the 911 Porsche away.

 






My Brother,  William Preston Williams lll, last Hurrah with the Porsche 911E, at  Casa Guillermo, in 1976.  Like father, like son!


Preston Williams in the middle, with his best friends, on his 16th Birthday.


Born to be CAR GUYS: Concluded:.
Story by Preston Williams.

Tom was pretty much my best friend, and I trusted his good sense, (well as much as a teenager could judge or have.)  He loved cars and was a good, safe driver, so when he said, "hey Press, I'd love to drive that little Porsche, and take it to the limit, but this time during the day, no hair pin turns," I thought, why not.

It was a Saturday and again Dad was out of town, so I agreed, only if I could drive his, quick little 289.  I knew it would never beat the 911E, but it was a fun car, so after he agreed we went back to the Tram road - but this time all the way to the base station, because he wanted to drive the windy road all the way down to Palm Canyon.

The Porsche was so fast, you could zip through the turns and then fly down the straight ways, and because it had great breaking ability, and the quick speedomatic transmission - shifting was awesome, just a fun car.


Tom drove to the base station (quickly!!) and than headed back down, and again since it was summer in the desert, the Tram was pretty much dead.  

Tom began the trip down the mountain, taking the turns at about 60, shifting through the turns and hitting about 75 through the straight ways, than, down shifting through the turns.  The car handled great!  However, about half way down the mountain, the road turns into big long S turn, and that's where he got up to 3rd gear, cursing about 80 through the long S turns.  

The last three miles straighten out, so he tapped the brake and down shifted into 2nd, than punched it!   unfortunately, there was a little dirt on the road, and  caught a little fishtail.  Tom quickly shifted into 3rd and luckily, it straightened out and we were gone!

120, 130 +, just coming out of that fishtail was  exhilarating, and the speed just laid you back in the seat as he hit 4th at 140, 150 +.  At 5th gear the guage was pegged and just flying, until the last mile, when the motor stalled, but we still had momentum, so kept going.

Tom pumped the brakes and we hit the curve onto Palm Canyon about 70 miles an hour, and she just hugged the turn, as we cruised into the North end gas station about a 1⁄4 mile down the road.

 I said to Tom,  "Dud what’s up? Every time you drive this car it dies?"


This time we had gas and the battery was charged, but we had two problems, the Porsche wouldn't start, and it was stuck in gear.

“What the F—k are we going to do?" I said,  "even if we get it home, my Dad will know that it's broken."


So not able to get it home , I had no choice but to call my Dads friend Carl, who owns a gas station or two, and would know what to do, Talking about biting the bullet!!


"Hello, Carl?, uh, this is Preston, you know Bill's son."

"Ya, ya , sure," he said, " Hey Press what’s up?"

"Carl, I have a problem," I said,  "and Dad's out of town, and I could use some help?"

"Okay, what type of help," he said,

"uh, car help,"  I said,

"Did you run out of gas?"

"Well no,"  I said,  "I, um, took the Porsche out and it won’t start?

"I’m sorry Press," he said in dismay,  "you what?  you took your Dad's car for a ride,"  he laughed,  "okay bud, where are you?  I'll come down and see what I can do.

"OK thank you Carl," I said, finally exhaling.


So I gave him the directions, and hung up.


Tom freaks out saying.  "Man you can not, tell your old man I was driving!!! - Not only will he be pissed at me, he'll call my Dad - and he'll kick my ass, and take my car for a month or more.   This is so not cool!

"Ya think?"  I said,"  I'm gonna get my ass kicked if
my Dad knows you were driving.   I may as well kiss my ass goodbye, well, it was fun while it lasted."


We looked over the car to see if we could figure it out? Tom says it could be vapor locked, being so hot outside, and maybe that locks up the transmission somehow,

"Well that would be cool," I said, "if it all fixes itself."


"Listen Tom," I said,  "I know Carl’s a cool guy, maybe he won't tell my Dad about this."

"When does your Dad get home," Tom said.

"Who knows, he said Monday?

"That's good," Tom said,  "then we have two days, to figure this out."

"yeah, well, these days, he always tells me later, and comes home sooner, hoping to catch me in the act?"  I said.

"Great!!  Were F**k*d."


About that time, a big white pickup truck pulls up. It's Carl,  "Hey boys, out for a joy ride?,"

"Yeah, you know just cruising." I said, laying low.

 "This car?"  Carl says,  "Sure, Cruising," he laughs, as he inspects the car.  "Press, all I can do is have it flatbeded back to the house, and Press you know; I will have to tell your Dad, you boy's will have to face the music for this one!"

"Yes I know.


So Carl had the car brought back to the house, and he said, "Press I would recommend that you tell your Dad first, okay kid."

"Yup, thanks Carl."

"Alright Press. I will wait a week."

I had a lump in my throat the size of a grapefruit, when telling my Father what happened. He was so pissed, especially when the repair would cost $2,500.00, he took my car away for a month, and from that point forward when he went out of town, he'd either lock me out of the house and make me stay with friend, or he'd have the neighbors check in on me all of the time.   He also took the car keys with him, when he'd go - and that summer, he went to Europe for a month, and locked me out of the house.

However, the good news was, Dad, made arrangements for me to stay at my Girlfriend's house, but for a teenager that was more of a blessing then punishment!

I guess the good old times were over and it was time for me to grow up. At least for today.


The Last Hurrah!!
 

The 1969 Porsche 911E, was the car I loved the most, as boy's love fast cars, and this one was a rocket!!

 




I remember the day that big car hauler pulled through those big electric gates at Casa Guillermo.  It was 1976 and I was all of 16 and what do you know?  I had a license!!

The driver of the truck got out and came around to the end of the trailer to release the back door and attach the tracks that would allow the machine to roll down.  One of the two men hopped into the trailer and got into that sweet ride and started it up.  I never heard such an awesome sound.  It had a throaty roar, as he backed the car up and his partner guided him down the ramp. 


My Dad put his arm around me,  as he often did, and squeezed my bicep, "hey muskels."  (Dad always had such a fun way with words,)  "What do you think of this one!  This was my cousin Bill Stroh's car, I bought it from his wife, when he passed away.  You know he used to race cars, on the professional circuit.  The motor in this car is no ordinary motor." 


 I said, "really, why is that?"  and then he paused a moment as the car backed out, and the bright sunlight hit that burnt orange paint, with the cool racing stripe across the bottom, and the word PORSCHE in it and on the back hood, all in gold lettering and beneath it -Sportomatic, 911E.  


Gleaming in the sunshine it looked like a beautiful jewel, and Dad said, "isn't she beautiful!!"  


I said so what's up with the motor Pop?  Wanting to know every detail. 


"Bill had it specially built, by his Master Mechanics, all of the pistons and rings were forged by hand out of aluminum, as well as many other parts to be extra light weight, everything about this motor was designed for ultimate performance, this motor won him many races, when it was in his race car, so when Bill retired he had this motor put into his Wife's Porsche 911E, so you see this is no ordinary car" 


"Well Dad how is that possible? I mean a race engine?, that doesn't seem legal."


"Well Press,  it had to be tuned down a bit, to make it safe for the road, and as well the car has a specialized breaking system to support the high speeds, and they modified the suspension as well all to make it fast and safe, and best of all it looks original." 


"I said oh, you mean it doesn’t' have all of the fancy spoilers and air dams to make it look fast!!"


"Yep that's it, this is a serious machine!!." 


(You see my father liked style - not so much flash, he believed that a car should maintain the original look, the classic lines, as it was designed.)  With that my palms were itching, and you bet I could not wait to show this to my friends.


So once the moving men left and the car was placed in the car port, next to all of the other beautiful cars, we looked it over, and were so impressed with how clean it was.  It looked like new, Burnt Orange, with all black leather interior.  I knew this was going to be mine some day,

Dad said, "what do you say we take her for a spin."

"Are you kidding?  You don’t' have to ask me twice," I said, and we hopped in.  Dad in the driver’s seat of course.  He turned the ignition on, and revved that throaty little beast!!  


The quick response was quite thrilling, the sportomatic transmission, was so unique, in that it had no clutch. You just let it idle, put it in 1st gear and go, and release the gas between gears, and I mean to tell you we went!! The response was amazing.   Dad just cruised at first, through the neighborhood, but he could not help himself wiping through the winding roads.   He said "she handles like a dream."   But I wanted one thing - to go fast !!!


"Hey Dad, let’s take her on to the Tram Way road."  This is a 10 mile road, with long stretches of straight ways, mixed with mountain terrain, it takes you to the base station of the Palm Springs Aerial Tram Way.  This was my favorite place to joy ride the cars and being the middle of summer in the desert, there would be no one around. 


So we made our way there, about a ten minute drive from the Casa.  Upon turning on to the tram road, off of Palm Canyon, Dad let it rip.  1st gear we hit 50 miles an hour, in what seemedlike 1.5 sec, it was like a rocket, I am telling you I have never felt G-Force ever, but that day I believe I understood the meaning, as I could barley, if at all, lean forward off of the seat, and then Dad hit second gear, and it pressed me back further into the seat and with in another second or two we were flying past 95, 3rd gear was over 120 in a second, and he shut her down, and we were blown away as this was a five speed transmission and the speedometer went from 0 to 160 and I am sure it would do all of that and more, but 120 was cool for now.


Dad did not let me drive that car for quite sometime, as he had already found out about some of my escapades, parties, and joy rides, and to think of that day, even amazes me that he was doing anything with me, because, during that period of my life, I seemed to be a loose cannon, but in any event that was a great day for us.