Maybelline Updates Its Iconic Tagline-to Dismay
Newser • • entertainment
Key Points:
- Maybelline has updated its iconic 1991 slogan from "Maybe she's born with it. Maybe it's Maybelline" to "Maybe. We're born with it. Maybe. It's Maybelline," aiming to convey confidence and inclusivity.
- The new tagline, introduced in a campaign featuring Miley Cyrus, replaces "she" with "we" to broaden the brand's appeal and uses punctuation to emphasize possibility.
- This change follows the retirement of the original slogan in 2016 and a brief use of "Make It Happen," as Maybelline seeks to regain market share in a competitive beauty industry.
- Some critics, including The Cut and Allure writers, feel the new punctuation disrupts the slogan's original rhythm and impact, suggesting the change may diminish its effectiveness.
- The rebranding effort comes amid Maybelline slipping to third place in a key teen survey, highlighting challenges in maintaining relevance against celebrity and influencer-driven brands.
