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Adriana Lima, salah satu model internasional yang wajahnya kerap menghiasi iklan Maybelline

Maybelline adalah produk kosmetik internasional yang didirikan pada tahun 1915 oleh T.L. Williams di New York, Amerika Serikat.[1] Nama Maybelline merupakan gabungan dari Maybel (nama saudara perempuan T.L. Williams yang menjadi inspirasi produknya) dan vaseline.[1] Perusahaan ini diambil alih oleh L’Oreal Group sejak tahun 1996, setelah sebelumnya sempat diambil alih oleh Plough Inc. pada tahun 1967 (yang kemudian berubah nama menjadi Schering-Plough Corporation pada tahun 1971) dan grup investor Wasserstein Perella & Co pada tahun 1990 .[1][2]

Produk pertama yang diluncurkan Maybelline adalah Maybelline Cake Mascara pada tahun 1917.[1][3]

Maybelline pertama kali menciptakan slogan “Maybe She’s Born With It. Maybe It’s Maybelline” pada tahun 1991 dan masih digunakan sampai saat ini.[1]

From Wikipedia, the free encyclopedia
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This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (September 2009)
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

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.



[edit] 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]

[edit] 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]

[edit] 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]

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