MAYBELLINE NEW YORK TURNS 100

By The Beauty Hub  |  March 11th, 2015  |  International Beauty News,News


Maybelline New York is getting ready to turn 100 years old in 2015 and to celebrate its colourful past and bright future, the brand will kick off a year of impactful experiences across every channel that celebrate the unmistakable presence and spirit of the Maybelline New York woman.

Consumer engagement will begin in early February, with the brand providing a continuous stream of inspiration through makeup artistry, social conversation and ultimately product that showcase how it champions every woman’s right to proudly express her own unique beauty, her way.

“Over the past 100 years, Maybelline New York has inspired generations of women to define her beauty her way,” says Jerome Bruhat, global brand president. “From our earliest eye lash and brow product breakthroughs, Maybelline New York has broken rules and pushed limits to deliver unprecedented innovation and makeup artistry to all consumers, “he added. “Today, Maybelline New York continues to surprise and delight as we bring the energy and inspiration of New York City to women all over the world. Our brand mirrors the diversity and freedom that NYC represents, and reinforces our belief that every woman has the right to express herself. Always with an eye on the latest trends, Maybelline New York is the world’s #1 brand of color cosmetics, offering all women endless opportunities to play, explore, and create. Our commitment for the next 100 years is to continue to inspire and encourage every woman to express her true self in whatever way she chooses.”

Throughout this celebration, Maybelline New York will lay the groundwork to ensure the next century is even stronger than its first – for the brand and consumers – with an exciting digital program that invites her to play a part in communicating how makeup plays a transformative role in the way she chooses to express herself.

The brand will start this conversation with an inspiring film about our consumer’s evolution through the years, with Maybelline New York always at her side providing inspiration. Additionally, a global point-of-view on ten decades of beauty, with over 100 individual looks as designed by Global Makeup Artist Yadim and nine other Maybelline New York international makeup artists from around the world, will be revealed online.

Each artist will create a modern take on that era, empowering all women today – around the world – to wear it and own it. Consumers will be encouraged to share their own defining Maybelline New York brand and beauty moments.

The story of this powerhouse beauty brand, today a favourite of women in over 100 countries, began with a bold young woman who wanted to stand out – starting with more glamorous eyes. In 1915, Mabel Williams mixed coal dust with Vaseline and used this to amp up her lashes and brows. Her entrepreneurial brother saw the potential and developed a mail-order beautifier called Lash-Brow-Ine, then the first Maybelline (Mabel plus Vaseline) mascara. By the 1920’s, the brand was sold in variety stores, and by the 1940’s Maybelline had already claimed its place as one of the top mass-market makeup names in America, with a legacy tied to the continued pursuit of innovation and willingness to dare from which it started.

The Maybelline New York history includes countless ground-breaking makeup “firsts” with both its innovative products and advertising. Amidst the darkness of the Great Depression, the launch of colourful eyeshadow brightened spirits. In the ‘40’s, how-to ads featuring screen stars like Hedy Lemarr showed women ways to wear makeup they’d only seen to date at the theatre. The first makeup commercials people watched over their TV dinners in the ‘50’s? Maybelline, of course. Then came the first automatic mascara, shadow sticks, and in 1971, the first Great Lash Mascara.

The ‘70’s and ‘80’s saw Maybelline expand into face, lips and nails with help from its first super-powered spokeswoman, Lynda Carter. And what would the ‘90’s have been without those Christy Turlington ads? They were part of the launch of one of the most powerful slogans of all time: Maybe She’s Born With It, Maybe It’s Maybelline. Other famous faces continued to capture the spirit of Maybelline New York during recent decades including Sarah Michelle Gellar, Josie Moran and Kristin Davis. Today’s spokeswomen include Christy Turlington, as a global brand ambassador, and a diverse group of women that includes Emily DiDonato, Jourdan Dunn, Kemp Muhl, Marloes Horst and most recently, the return of Adriana Lima.

Maybelline New York was – and still is – renowned for Great Lash Mascara, and with the advent of technology and global prowess, the brand strengthened its eye authority by creating Volum’ Express, with icons The Colossal and Falsies, and continues to develop new mascara innovations every day. The launch of Eye Studio® is where technology met artistry in the mass market for the first time by delivering premium eye shadows and liners, while creating an entirely new set of consumer expectations in the cosmetics market. And keep your eyes on the brow, a new fashion accessory in the eye category that promises to be the next first.

Maybelline New York also tackled the face category. In a reverse arrival from East to West, the brand was the leader in delivering the “BB” phenomenon, as only a company with this level of global reach could accomplish. The Maybelline Dream® business brought the consumer a completely modern and sensorial experience that enabled women to fall in love with their foundation. And naturally, Maybelline New York reinvented the classic lip category with both the introduction of Colour Sensational® and Baby Lips. The former brought first-to-market shade animations and finish statements, while the latter transformed one of the sleepiest beauty categories in the market – lip balm – through one of the most exciting, “got to have it” products within the lip category today.

Aline Watfa Celebrates 100 Years of Makeup with Maybelline New York.  Alp Kavasoglu, Maybelline New York’s Makeup Artist in Turkey created a look inspired by the 1990’s, and showcased it on none other than our very own spokesperson, Aline Watfa.

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“My 90’s look is inspired by my childhood in the 90’s,” said Alp on what inspired him to create this look in particular. The look is more mono-colour as compared to other looks from different decades, incorporating brown and black colours that were popular in the 90’s. Alp created natural looking makeup on Aline’s face and lips, while opting for dark tones on her eyes to make them look bold and giving them a smoky effect.

Tips to recreate this look:

  • To perfect this look, line your eyes with the Kajal Extra Black eyeliner. Soften or smudge the liner with your finger or a Q-tip to give the eyes a more smoky effect.
  • Complete this look using a mascara that gives you bold lashes. Try the new Colossal Go Extreme Leather Black which will lift your lashes and give them dramatic volume with an intense black colour, ideal for this look!

Being a trailblazer in the cosmetics business requires always being ahead of the trends, creating new looks and ensuring they’re being brought to women everywhere so they can make it their own. Maybelline New York has always set the trends and defined a level of artistry not typically seen in a mass brand through its growing presence on the runway. In 2009, it became the official makeup sponsor of Mercedes-Benz Fashion Week in New York.

Today, it sponsors eleven additional fashion weeks worldwide, most recently including MADE Fashion Week in New York and London Fashion Week. Further, the signing of Yadim as Global Makeup Artist in April 2014 marked another exciting move forward for the brand. Yadim is a driving force of creativity. Inspired by our diverse global consumer base, he works with a cadre of Maybelline New York makeup artists from all over the world to provide the brand with both a unique point-of-view and a relevant voice.

Happy Birthday Maybelline! Celebrating the power of expression, Mabel would be proud.


The Beauty Hub is an interactive online community and marketing platform for the beauty industry and their consumers in the Middle East.

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