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Well, she turned to the cosmetics that were available to her at the time — namely, petroleum jelly. She used the product to enhance her natural lashes and eyebrows , but Thomas came up with an even better idea.
In time, Williams secured an office — which he called "Maybell Laboratories" — near his home in Chicago. He started to market Lash-Brow-Ine in newspapers and sold the cosmetic exclusively through mail order. According to the cosmetic company , Williams next came up with Maybelline Cake Mascara — "the first modern eye cosmetic made for everyday use. In the s, Maybelline helped spearhead the "youthful, flapper, fashion trend of dramatic makeup," Maybelline New York explained. The brand soon created an eyebrow pencil in the color red , followed by other colorful eyeshadows and liners.
Maybelline then took its advertising to the next level and became the first-ever cosmetic company to advertise on the radio. Marketing makeup to women may not sound like a revolutionary idea today, but, back in the early s, it was a challenge.
Cosmetics were "left to the theater and the women outside the pale of good society," Williams said in an interview in via Made in Chicago Museum. By utilizing silent film stars in his Maybelline advertisements, Williams was able to demonstrate to women what their lashes could look like and, thus, helped makeup extend beyond the cinema. Instead of selling their original cent Cake Mascara in stores, Maybelline created a cent version — which Sharrie called "the Depression size" — for retail purposes.
Making products accessible to every woman was far from the only way Maybelline changed the makeup game, though. Although it is an industry standard today, Maybelline's mascaras were among the first to be presented in an upright display — aka "carded merchandising" — as opposed to piled on a shelf or counter. Maybelline also propelled "before and after" advertisements into the mainstream and was among the earliest to earn the Good Housekeeping Seal of Approval. Maybe it's Maybelline. In fact, Maybelline had several early slogans — and many of them didn't exactly roll off the tongue.
A Maybelline advertisement from via Made in Chicago Museum read, "Beautiful eyelashes and eyebrows make beautiful eyes; beautiful eyes make a beautiful face. Over time, the two-word slogan morphed into a slightly longer but very similar "quality, yet sensibly priced. According to the Made in Chicago Museum, Williams long believed that quality makeup was as good as "being born with it. By , Maybelline was thriving. However, its founder was not. He began looking for a buyer. The new company promised to keep Maybelline in Chicago, but that promise was quickly broken.
Sharrie said her great-uncle was "heartbroken" upon seeing his former employees were being let go. Maybelline's headquarters was quickly moved to Memphis, Tenn. By the mid '90s, Cosmair had become one of the biggest cosmetics company in the United States and was responsible for brands like Giorgio Armani and Lancome. Since Maybelline was founded back in the s, the company has utilized many forms of advertising.
From newspapers to radio to television, the label has pretty much tried it all. Even in the digital age, Maybelline has found a way to inspire "offline conversations" about their brand, Brad Fay, chief commercial officer of analytics firm Engagement Labs, explained in an article for Marketing Dive. Such conversations "soared" in the first half of , Engagement Labs found. But just how is Maybelline doing that?
Advertising may help Maybelline's bottomline, but where would the beauty company be without consumer loyalty? Thankfully for Maybelline, the makeup company has some of the most loyal customers out there. In fact, when analyzing brand loyalty by generation, Maybelline was considered second only to CoverGirl by millennials and baby boomers alike. Even professional makeup artists swear by Maybelline staples.
And that doesn't just mean mascaras, but also foundations , lip tints , and even eyeliners and eyebrow pencils. Clearly, Maybelline provides what makeup lovers want in their products.
Just as the pros like a wide variety of Maybelline products so, too, does the average consumer. According to digital agency Corra Research's comprehensive study , Maybelline's blushes, bronzers, concealers, and foundations were the second most-used cosmetic products of any brand. The study noted, "For eye products like eyeliner , eyeshadow, brow pencils, and mascara, Maybelline was the most used by women, followed by CoverGirl and Revlon.
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