Maybe They Shouldn’t Have Changed the Slogan
The Cut • • entertainment
Key Points:
- Maybelline New York launched a new campaign featuring Miley Cyrus and updated its iconic slogan from “Maybe she’s born with it. Maybe it’s Maybelline” to “Maybe. We’re born with it. Maybe. It’s Maybelline” to promote inclusivity and modernity.
- The brand replaced “she’s” with “we’re” to be more inclusive and added periods after each “maybe” to shift the slogan from a question to a statement of possibility, according to global brand president Sandrine Jolly.
- The revised slogan has faced criticism for sounding awkward and confusing, with social media users suggesting the company reconsider the change or attributing it to excessive corporate input.
- Critics argue the new phrase lacks the original slogan’s charm and clarity, with some viewing it as a misstep in the brand’s attempt to evolve its messaging for today’s audience.
