“Eyes that charm.” “ It’s easy now to have Bewitching eyes!” “Alluring eyes may be instantly yours by the magic of Maybelline.” “Only genuine Maybelline can give you truly alluring eyes.” “Your eyes should be your most alluring feature.” “Isn’t she or isn’t she?” “Quality, yet sensibly priced.” “A woman’s most prized possession is a man’s imagination.” “I am at my best with Maybelline.” These are all slogans that Maybelline has used throughout the years. The most recent tagline and what Maybelline is most known for is “Maybe she’s born with it; maybe it’s Maybelline” This iconic tagline has been true to its form since 1991 and gives rise to having confidence and individuality (Maybelline New York, 2016). Additionally, Maybelline embraces women’s femininity, empowers women to make a statement and showcases who the women are by utilizing their creativity to the fullest and showing off their independence (Maybelline New York, 2016). As of January 2016, "Make it Happen" is the new tagline. Maybelline is taking a daring approach to empower women more than ever before. Maybelline New York's Marketing Manager says gone are the days of maybe, now is the time for women to be bolder (The Glow, 2016). As inferred in the pre-iconic tagline, “Fine Makeup, Sensibly priced,” Maybelline’s target market approach is offering high quality products at affordable prices (Schaefer, 2014). Additionally, Maybelline delivers as the world leader in mass market beauty and cosmetics, furthermore, the brand is available to women of every culture with any type of income (Davies, 2012).
The brand challenge results from the communication strategy shift of minimizing the former tag line, “Maybe She’s Born With it….” in order to maximize the new tag line “Make it Happen.” The focus is on your everyday woman that may have a career, a family, or adventurous interests, but at the same time has a fashion sense with a focus emphasized on individualism and self-confidence. Gone are the days of advertising to only teens, as the population of women ages 45 to 64 is increasing and has