I to this day have always loved the mascara called Great Lash in that hot pink and lime green tube. My sister bought me my first tube!while cleaning and organizing during this pandemic I discovered a booklet with the history of it and how it all began. I thought you’d like to read about the backstory.
How it all began was in 1915. Tom Lyle Williams watched in fascination as his sister performed what she called the “secret of the harem” mixing petroleum jelly with coal dust and ash from a burnt cork and applying it to her lashes and brows.
Mabel’s simple beauty trick ignited Tom Lyle’s imagination and he started what one day become a billion dollar business. He named it Maybelline (Mabel + Vaseline),after his sister.
The original Maybelline girl was modest and shy,captivating and public with her long,luxurious dark lashes.
Maybelline launches the first mascara sold for everyday use,Maybelline Lash Beautifier,a cake mascara available by mail order.
The promise in early advertising was simple yet powerful: “Fine Makeup,Sensibly Priced”
By this time, the modest shy Maybelline Girl has become more confident, with heavily made up eyes and a Marcel Wave.
Maybelline cost only .10 cent as a cake mascara is introduced in drugstores in 1932.
Maybelline becomes the first cosmetic company to advertise on the radio.
Maybelline becomes the first cosmetic company to advertise on national television and use celebrity spokesmodels, including actress Rita Hayworth.
Launches its first mass-marketed packaged as we know it today,with the brush inside the tube.
Maybelline launches Great Lash mascara.
Over the next two decades the iconic pink and green tube is modernized. One great lash is sold every 1.7 seconds!!!
In the 1980’s advertising including the now famous tag line.
” Maybe she’s born with it. Maybe it’s Maybelline.”
Maybelline launches Great Lash BIG Lash Mascara.
Maybelline Great Lash New York … celebrated its 40th Birthday!
Looking good until today.
The story goes on with a fresh young addition to the Great Lash collection… Lots of Lashes and an ever evolving mascara brush.
I love the backstory of this brand as I embrace this mascara in hand.
By the way…
Professional makeup artists stock it in their makeup kit including me.