What’s. The Deal. With Maybelline’s. New Slogan.
The New York Times • • entertainment
Key Points:
- Maybelline New York introduced its first new tagline in over 30 years, aiming to modernize its iconic beauty marketing slogan.
- The updated tagline, featured in an ad with pop star Miley Cyrus, shifts from "Maybe she’s born with it, maybe it’s Maybelline" to "Maybe. We’re born with it. Maybe. It’s Maybelline," emphasizing inclusivity by changing "she" to "we."
- The company explained that the new tagline transforms a question into a declaration of infinite possibility, broadening the message from one woman to all women.
- The ad's use of multiple periods and the standalone word "Maybe" sparked confusion and mixed reactions on social media, with users questioning the clarity and punctuation of the new slogan.
