Definitions

fashion-coordinator

Maybelline

''For the Chuck Berry song, see Maybellene.

Maybelline is a makeup brand sold world-wide and owned by L'Oréal. Their motto is Maybe she's born with it. Maybe it's Maybelline.

History

The Maybellyne Company was created by New York chemist T.L. Williams in 1913. Williams, then in his early 20s, noticed his younger sister applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker fuller look. He adapted it in his little laboratory and produced a product sold locally called Lash-Brow-Ine. The product was a local hit, but the awkward name held it back. His sister, who inspired the product, was named Maybell. So T.L. Williams re-named it Maybellyne. It is under this name that Maybellyne has achieved its now legendary status in the field of cosmetics. In 1917 the company produced Maybellyne Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic mascara.

In 1967, the company was sold by T.L. Williams to Plough, Inc. (now Schering-Plough) in Memphis, Tennessee. The entire cosmetic production facility was moved from Chicago to Memphis over one week-end. In 1975 the company moved its factory to Little Rock, Arkansas, where it is still located. In 1990, Schering-Plough sold Maybelline to a New York investment firm, Wasserstein Perella. Maybelline Operational Headquarters remained in Memphis until being sold in 1996, when headquarters moved to New York City.

Maybellyne received a huge boost when the company hired Wonder Woman star Lynda Carter as the company's beauty fashion coordinator: she appeared in several of its television and print advertisements. Today, supermodels Christy Turlington, Josie Maran, Erin Wasson, Adriana Lima, Tomiko Frazier, Siti Nurhaliza (Malaysian singer), Robin Arcuri, and actresses Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Fasha Sandha and Kristin Davis have endorsed Maybellyne products. Also "BoA" (Korean singer Boa Kwon) has appeared in an advertisement. The company's current "face" is Indian model-actress Deepika Padukone, and their chief makeup artist is Troy Surratt.

During 1991, the company adopted its current advertising slogan, "Maybe She's Born With It. Maybe It's Maybelline." tagline. In 1996, the company was acquired by L'Oréal.

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References

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