- Maybelline
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- For the Chuck Berry song, see Maybellene.
Maybelline LLC Type Owned by L'Oréal Société Anonyme Industry Cosmetics Founded 1915 Founder(s) Scott Byers Headquarters New York, United States Area served Worldwide Products Mascara, Eyeshadow, Make-Up Website www.maybelline.com Maybelline is an American makeup brand sold worldwide and owned by L'Oréal.[1] Their motto is Maybe she's born with it. Maybe it's Maybelline.
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History
The Maybelline Company was created by New York chemist T.L. Williams in 1915. Williams, 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 small 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 Maybel. So T.L. Williams re-named it Maybelline, a combination of Maybel and Vaseline. It is under this name that Maybelline has achieved its now legendary status in the field of cosmetics. In 1917 the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic.[2]
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. The makeup factory moved to Brooklyn, New York, in 2000.[3]
Maybelline received a boost when the company hired Wonder Woman star Lynda Carter as the company's beauty fashion coordinator; she also appeared in several of its television and print advertisements. Christy Turlington, Josie Maran, Adriana Lima, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, and Kristin Davis have endorsed Maybelline products. The current faces of Maybelline are Turlington, Julia Stegner, Jessica White, Erin Wasson, Kemp Muhl, Emily DiDonato, Lisalla Montenegro, and Shu Pei.
In 1991, the company adopted its current advertising slogan, "Maybe She's Born With It. Maybe It's Maybelline" tagline. The company was acquired by L'Oréal in 1996. Acquiring Maybelline gave L'Oreal access to mass markets in cosmetics.
Currently, Maybelline is the Official Makeup Sponsor of Mercedes-Benz Fashion Week. [4]
Criticism
Some customers have complained that Maybelline products are tested on animals.[who?] L'Oréal USA, Inc. has not stated any intention of changing its testing methods.[5]
New Products
Maybelline has released several new products, including 'Eye Studio' collection for eye products, 'Fit Me' collection for foundation/facial products, and new 'Color Sensational' shades for lips.[6]
External links
References
L'Oréal Group Cosmetics Professional ProductsL'Oréal Professionnel • L'Oréal Technique • Kérastase • Redken • Matrix • Mizani • Pureology • Shu Uemura Art of HairConsumer ProductsL'Oréal Paris • Garnier • Maybelline New York • SoftSheen-Carson • CCB ParisLuxury ProductsLancôme • Biotherm • Kiehl's • Helena Rubinstein • Shu Uemura • YSL Beauté • Giorgio Armani Parfums and Cosmetics • Cacharel cosmetics • Ralph Lauren Fragrances • Diesel Fragrances • Paloma Picasso fragrances • Victor & Rolf parfumsActive CosmeticsVichy Laboratoires • La Roche-Posay • SkinCeuticals • Innéov • Sanoflore • OmbrelleThe Body Shop Dermatology Categories:- Companies established in 1915
- Cosmetics companies of the United States
- L'Oréal brands
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