Maybelline New York(formerlyThe Maybelline CompanyandMabelline and Co.),[1]trading as and commonly known as simplyMaybelline(/ˈmeɪbɪliːn/MAY-bil-een), is an American multinationalcosmetics,skin care,perfume,andpersonal carecompany, based inNew York City.Founded inChicagoin 1914,[1]it has been a subsidiary of French cosmetics companyL'Oréalsince 1996.[4]
 | |
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics |
| Founded | 1914inChicagoasThe Maybelline Company[1] |
| Founder | Thomas Lyle Williams |
| Headquarters | Manhattan,New York City,U.S. |
Area served | Worldwide |
Key people | |
| Products |
|
| Parent | L'Oréal |
| Website | www |
History
edit
The Maybelline Company was founded in Chicago by pharmacistThomas Lyle Williamsin 1915. Williams noticed his older sister Mabel applying a mixture ofVaselineand coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally called Lash-Brow-Ine.
Williams renamed his eye beautifier Maybelline in her honor. In 1917, the company produced Maybelline CakeMascara,"the first modern eye cosmetic for everyday use", and Ultra Lash, the first mass-market automatic, in the 1960s.[5]
In 1967, the company was sold by Williams to Plough Inc. (now Schering-Plough) inMemphis, Tennessee.The cosmetic production facility was moved fromChicagoto Memphis over one weekend. In 1975, the company moved toLittle Rock,Arkansas. In 1990,Schering-Ploughsold Maybelline to a New York investment firm,Wasserstein Perella & Co.Maybelline's headquarters remained in Memphis until its acquisition byL'Oréalin 1996. Its headquarters was then moved to New York City in 1996[6]and its factory toBrooklynin 2000.
Spokesmodels
editMaybelline received a boost when the company hiredLynda Carteras the company's beauty fashion coordinator after hertelevision seriesended; she also appeared in several of its television and print advertisements.
Josie Maran,Miranda Kerr,Sarah Michelle Gellar,Melina Kanakaredes,Zhang Ziyi,Siti Nurhaliza,Fasha Sandha,Sheetal Mallar,Julia Stegner,Jessica WhiteandKristin Davishave endorsed Maybelline products. The current faces of Maybelline areAdriana Lima,Christy Turlington,Charlotte Kemp Muhl,Emily DiDonato,Erin Wasson,Beatriz Shantal,Jourdan Dunn,Josephine Skriver,Marloes Horst,Gigi Hadid,ITZY,[7]Liza Soberano,Urassaya Sperbund,Winnie Harlow,DJ Peggy Gou,[8]Kiss of LifeandTen (singer)ofNCT.
Maybelline has also partnered withinfluencersincludingDylan Mulvaneyand Ryan Vita.[9]
Slogans
editIn 1981, the company adopted "Maybelline, Maybelline Ooh La La" as its advertisingslogan,[10]which was used until 1991 when the tagline changed to "Maybe she's born with it, maybe it's Maybelline".[11]The latter slogan was found to be the most recognizable strapline of the past 150 years byCBSOutdoor.[12]
Criticism
editIn 1989, L'Oréal ceased to use animal testing in finished products before launch and committed to developing alternative methods.[13]According to a 2010 report, however, animal testing of products is required by law in some countries to sell cosmetics.[14]In 2021,People for the Ethical Treatment of Animals(PETA) reported that Maybelline tested on animals.[15]
Collaborations
editIn January 2019, Maybelline collaborated with the German fashion brandPumafor its limited edition collection that was marketed as Maybelline X Puma.[16]It was claimed as the multi-tasking athleisure-inspired collection and consisted of five products.Adriana Limawas chosen as the ambassador for the collaboration.[17][18][19]
In May 2021, Maybelline collaborated with Marvel to create a limited edition that connects Marvel's most iconic characters with the brand's top-selling hero products.[20]
References
edit- ^abcWilson, Sheena; Carlson, Adam;Szeman, Imre(2017).Petrocultures: Oil, Politics, Culture.McGill-Queen's Press – MQUP. p. 110.ISBN978-0-7735-5040-7.Retrieved28 July2017.
- ^"Maybelline advertising & marketing assignments".adbrands.net.
- ^"L'Oréal Appoints Amy Whang President of Maybelline New York, Garnier and Essie for the US".loreal.com.Retrieved2023-07-31.
- ^"L'Oreal Profile - NYJobSource.com".nyjobsource.com.Archived fromthe originalon 2019-04-07.Retrieved2007-12-20.
- ^"Cosmetics and Skin Maybelline".Cosmetics and skin.Retrieved8 February2013.
- ^"Maybelline India Strategy".Archived from the original on 2010-05-09.
{{cite web}}:CS1 maint: unfit URL (link) - ^Maybelline Contracts SS12.models.com.Retrieved 2012-07-19.
- ^"Maybelline New York hires DJ Peggy Gou as global ambassador".Cosmetics Business.Retrieved4 June2024.
- ^Maybelline's partnership with bearded influencer draws mockery, outrage: 'Maybe he's born with it?'
- ^"Maybelline New York - L'Oréal Group - Consumer Products Division".www.loreal.com.Retrieved2023-01-28.
- ^"Maybelline Unveils New Tagline - Make It Happen!".April 19, 2016.
- ^"Maybelline's" Maybe She's Born With It "strapline 'most recognisable'".Marketing Week.2013-09-16.Retrieved2021-06-29.
- ^sustainabledevelopment.loreal.[Retrieved 2012-01-10]
- ^Sustainable development report 2010Archived2012-01-21 at theWayback Machine[Retrieved 2012-01-10]
- ^"Is Maybelline (L'Oreal) Cruelty-Free?".Beauty Without Bunnies - PETA.Retrieved2 December2021.
- ^Miller, Caitlin."First Look: Puma x Maybelline's New Collab".Influenster.
- ^Sciarretto, Amy."Maybelline Just Made A Makeup Line With Puma That Will Keep Up With Your Grind".Bustle.Retrieved2019-04-02.
- ^Robin, Marci (17 January 2019)."The Puma x Maybelline Collection Makes Me Want to Wear Dark Lipstick to the Gym".Allure.
- ^Cacciatore, Bella (11 March 2019)."This Is What a Supermodel Keeps in Her Gym Bag".Glamour.
- ^"Maybelline Launches Makeup Collection with Marvel".HAPPI.Retrieved2022-03-07.
External links
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