This is how Maybelline's first 100 years passed

This is how Maybelline's first 100 years passed
This is how Maybelline's first 100 years passed
Anonim

One of the world's best-known cosmetics brands, Maybelline, celebrates its hundredth birthday this year. On the occasion of the anniversary, we have collected some memorable campaigns from the history of the American brand, from which it can be clearly seen that while the products and makeup trends have undergone drastic changes in the past decades, beauty and the attitude towards it have not changed fundamentally. Even a hundred years later, women yearn for lush and thick eyelashes, distinctive eyebrows and perfect skin.

The American brand founded in 1915 is now owned by the French cosmetics company L'Oreal. However, Maybelline was founded by a New York chemist in his early thirties, Tom Lyle Williams, who noticed that his sister was making her eyes smoky with a mixture made of charcoal and petroleum jelly. Encouraged by an idea that worked surprisingly well, he created the first eyeshadow powder called Lash-Brow-Ine. The success did not go away, so Williams founded the Maybelline brand by combining his sister's name - Maybel - and the English equivalent of Vaseline.

Eye powder was followed two years later, in 1917, by mascara, which was one of the most modern cosmetic products of the first half of the twentieth century, reports fashionista.com. It is worth observing how popular thick eyebrows and thick eyelashes are to this day, not only Audrey Hepburn was a big fan of the style, one of today's best-known models, Cara Delevingne, also made a name for herself in the industry with a similar appearance.

The American brand, founded in 1915, is now owned by the French cosmetics company L'Oreal. However, Maybelline was founded by a New York chemist in his early thirties, Tom Lyle Williams, who noticed that his sister was using a mixture of charcoal and petroleum jelly to smoke her eyes
The American brand, founded in 1915, is now owned by the French cosmetics company L'Oreal. However, Maybelline was founded by a New York chemist in his early thirties, Tom Lyle Williams, who noticed that his sister was using a mixture of charcoal and petroleum jelly to smoke her eyes

In the 1930s, it was no accident that Maybelline placed so much emphasis on product safety, as the use of such cosmetics often had fatal consequences. It happened that women opting for long-lasting eyelash dye went blind, while in others the mascara made with the addition of turpentine, which could not be called fragrant at all, caused severe skin irritation and allergic symptoms. This is how you can understand how new Maybelline's "Cake Mascara" product was, which included a separate brush that had to be rubbed into a shoe paste-like paint with the addition of a little water.

During this period, the brand advertised its products with one of Hollywood's most popular actresses, Betty Grable, which were sold like sugar during the economic crisis: during the crisis, few people could afford a new dress, but a new eye shadow it still fit into the monthly budget for sure. It is no coincidence that in the years following the 2008 crisis, the demand for lipsticks and nail polishes increased so much.

The sexual revolution has clearly reached the advertising industry as well, so in the seventies, Maybellin didn't have to launch its first lip care product line, Kissing Potion, with a cheesy campaign encouraging kissing. The ball products were available in various "gooey", bubblegum, cherry, mint, strawberry and orange flavours
The sexual revolution has clearly reached the advertising industry as well, so in the seventies, Maybellin didn't have to launch its first lip care product line, Kissing Potion, with a cheesy campaign encouraging kissing. The ball products were available in various "gooey", bubblegum, cherry, mint, strawberry and orange flavours

In the 1940s and 1950s, the brand sold shiny eyeshadows and mascaras, and in 1959 it launched its first "automatic" mascara, the Magic Mascara, which already included a spiral brush that could be dipped in paint. By the way, the idea is not Maybelline's own, Helena Rubinstein, one of the world's best-known cosmetics companies, preceded Maybelline in the development. By the way, the company did so well during this period that they began to expand overseas.

In the sixties, Maybelline was the king of eye makeup. They really researched the topic thoroughly and launched almost everything on the market, from eyebrow tweezers and false eyelash adapters to eyebrow combs. The sexual revolution has clearly reached the advertising industry as well, so in the seventies, Maybelline did not have to launch its first lip care product line, Kissing Potion, with a cheesy campaign encouraging kissing. The ball products were available in various "gooey", bubblegum, cherry, mint, strawberry and orange flavours. By the way, the shoulder was transferred to Schering-Plough at the end of the sixties.

Maybelline changed hands again in 1990 and came under the management of an investment company called Wasserstein Perella & Co. The brand's slogan, known to this day, also comes from this period: "Maybe she's born with it." Maybe it's Maybelline.” How familiar, isn't it? In this decade, the new model generation was also featured in the brand's advertisements, among others Christy Turlington was one of the prominent faces of the company
Maybelline changed hands again in 1990 and came under the management of an investment company called Wasserstein Perella & Co. The brand's slogan, known to this day, also comes from this period: "Maybe she's born with it." Maybe it's Maybelline.” How familiar, isn't it? In this decade, the new model generation was also featured in the brand's advertisements, among others Christy Turlington was one of the prominent faces of the company

In the eighties, the brand already had a full range of products, including their lipstick collection, which was promoted with one of the celebrated actresses of the decade, Lynda Carter. The celebrity born in 1951 also became the brand's beauty ambassador, which is due, among other things, to the fact that almost everyone knew Carter's face at the time. In 1972, she was crowned a beauty queen in America, and between 1975 and 1979, she also played a role in the TV series Wonder Woman.

Maybelline changed hands again in 1990 and came under the management of an investment company called Wasserstein Perella & Co. The brand's slogan, which is still known to this day, originates from this period: "Maybe she's born with it. Maybe it's Maybelline.” How familiar, isn't it? In this decade, the new model generation was also featured in the brand's advertisements, among others Christy Turlington was one of the prominent faces of the company. Six years later, L'Oreal acquired the brand and to this day the French company owns Maybelline. In the last twenty years, the brand has signed contracts with such exciting models as Jourdann Dunn, Gigi Hadid, Adriana Lima, Freja Beha Erichsen, Charlotte Free. Maybelline tries to keep up with the times and is present almost everywhere from social media to red carpet events. Last year, for example, the company, which is considered one of the main sponsors of the fashion week, launched its seasonal campaign aimed mainly at young people on Instagram.

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