Maybelline

Maybelline, the American cosmetics company, was founded in 1913. The company founder, T.L. Williams, was a New York chemist that created the introductory mascara using Vaseline and coal dust. He was inspired after watching his sister Mabel apply the mixture to her eyelashes. The company name is a combination of his sister's name, Mabel, and Vaseline. At first Williams' product could only be purchased through the mail. But it soon became so popular that women started requesting it to be sold in drugstores. By September 1932 this 10-cent product hit the shelves nationwide. The second cosmetic product the company produced was eyebrow pencils and they followed their predecessor shortly after its appearance in drugstores. Eyeshadow was soon introduced and added to the Maybelline cosmetic line. Maybelline's first Waterproof mascara came into the market in the 1960s and was called Ultra Lash Mascara. Ultra Lash was unique in the fact that it was the first automatic mascara, this means that the mascara was applied to the brush inside the tube. Great Lash mascara was introduced in the 1970s and was the first water based mascara. Currently every 1.9 seconds a Great Lash mascara crosses a store scanner. This brand is still the most popular mascara product.  Maybelline also branched out into other cosmetics in the 1970s. This new line of cosmetics included products for nails, face and lips. Maybelline has always held the market and is still the leader in mascara products, they currently offer 13 different formulas with new ones still be added. The advertising slogan, "Maybe She's Born With It. Maybe It's Maybelline." was adopted in 1991. In 1996 L'Oreal purchased    Maybelline to gain mass market access in cosmetics. They are now marketed in over 90 international countries and continue to be an integral part to the innovation of the cosmetics industry.  

Maybelline's target market are women ages 16-25, they are expanding into the senior-female bracket which they term 35+. They are also expanding into the men's market but are not a well established, reliable brand amongst males.  Their marketing campaigns are ethnically diverse and they use a wide varitey of models to accomplish this purpose. Here I have chosen two of the current eight models that Maybelline uses on a regular basis to market their cosmetic products. I chose these two because of the corresponding television commercials I was able to find during my research. 

Julia Stegner

Emily Didonato

CITATION

Maybelline New York. The ad communicates. "Emily DiDonato in Mascara Commercial by Maybelline New York | The EPIC Indicator!." The EPIC Indicator! | Reviews of Best Selling Brands and Products. N.p., n.d. Web. 24 Apr. 2011. <http://www.epiccheck.com/2011/01/emily-didonato-in-mascara-commercial-by-maybelline-new-york/>.

"Commercial Beauty «  idiosyncraticfashion."  idiosyncraticfashion. N.p., n.d. Web. 24 Apr. 2011. <http://idiosyncraticfashion.wordpress.com/2009/10/05/commercial-beauty/>.

FleurDeForce. "YouTube - One by One Volum'Express Mascara TV commercial from Maybelline New York." YouTube - Broadcast Yourself.    . N.p., n.d. Web. 24 Apr. 2011. <http://www.youtube.com/watch?v=LKA5jjvgBPE>.

"Google Image Result for Julia Stegner." Google. N.p., n.d. Web. 24 Apr. 2011. <http://www.google.com/imgres?imgurl=http://www.louisamodels.de/blog/wp-content/gallery/julia-stegner/041_julia_stegner_campaign_book.jpg&imgrefurl=http://www.louisamodels.de/blog/%3Fm%3D20100408&usg=__V5bQ7yp1aFLFYDP4qNYpk5rk5dU=&h=842&w=1220&sz=1065&hl=e>.

"Julia Stegner." Louisa Models. N.p., n.d. Web. 24 Apr. 2011. <http://www.louisamodels.de/blog/?m=20100408>.

"Julia Stegner." Louisa Models. N.p., n.d. Web. 24 Apr. 2011. <www.louisamodels.de/blog/wp-content/gallery/julia-stegner/041_julia_stegner_campaign_book.jpg>.

Lanchy00. "YouTube - Emily Didonato Maybelline Colour Sensational." YouTube - Broadcast Yourself.    . N.p., n.d. Web. 24 Apr. 2011. <http://www.youtube.com/watch?v=un1iAnTdSy4&feature=feedrec_grec_index>.

Lee, Crystal. "Maybelline new york cosmetics." Upload & Share PowerPoint presentations and documents. N.p., n.d. Web. 24 Apr. 2011. <http://www.slideshare.net/Iampinkcrystal/maybelline>.

"Maybelline - Photo - Coolspotters." Coolspotters - Celebrity Style, Celebrity Fashion, Celebrity Hairstyles, and More  . N.p., n.d. Web. 24 Apr. 2011. <http://coolspotters.com/brands/maybelline/photos_videos/809614#medium-809614>.

"Maybelline :: About Us    ." Maybelline    . N.p., n.d. Web. 24 Apr. 2011. <http://www.maybelline.com/about>.

"Maybelline :: On Set    ." Maybelline    . N.p., n.d. Web. 24 Apr. 2011. <http://www.maybelline.com/on-set>.

"Maybelline | Our History." Maybelline Products Maybelline Cosmetics Maybelline Makeup Maybelline India. N.p., n.d. Web. 24 Apr. 2011. <http://www.sensationalmaybelline.com/history.html>.

NettwerkMusic. "YouTube- Maybelline Commercial With Music By Angus and Julia Stone." YouTube - Broadcast Yourself. . N.p., n.d. Web. 24 Apr. 2011. <http://www.youtube.com/watch?v=U9nSPQWIsuM>.

iCRAiZ. "YouTube - Maybelline - Diamond Glow - Emily    ." YouTube - Broadcast Yourself.    . N.p., n.d. Web. 24 Apr. 2011. <http://www.youtube.com/watch?v=veC9sFIbbGM>.

pinkiecharm. "YouTube - SuperStay 24 Lipcolor from Maybelline New York    ." YouTube - Broadcast Yourself.    . N.p., n.d. Web. 24 Apr. 2011. <http://www.youtube.com/watch?v=r8pq3xIdAnc&feature=relmfu>.

"| The History of Maybelline | nzgirl : our favourite things." nzgirl : our favourite things // compiling our fave things to eat, buy, entertain, know PLUS our favourite people + places. N.p., n.d. Web. 24 Apr. 2011. <http://www.nzgirl.co.nz/buy/1193/>.

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