Maybelline have updated their famous slogan “Maybe she’s born with it. Maybe it’s Maybelline” “Maybe. We’re born with it. Maybe. It’s Maybelline.”
The slogan was announced on Nov 10th and will be used across the brand’s global platform, ‘The Beauty of Infinite Possibility’ with global ambassador Miley Cyrus.
The slogan has been tweaked as they have replaced ‘she’ with ‘we’. However, they have now also put a full stop at the end of each ‘Maybe’.
The new slogan aims to help shift the focus to feeling confident rather than looking beautiful. It also aims to show that makeup should be used as an expression of yourself.
Why would they want to change their slogan?
The original slogan was launched in 1991 and became one of the most memorable catchphrases in advertising. It was accompanied by a very catchy tune. In 2015 Maybelline changed their slogan to ‘Make It Happen’ however in 2024 they returned to their famous ‘Maybe’ slogan. They had also stated that 84% of consumers still associate Maybelline with their original slogan.
This time they have decided to give their slogan a new meaning.
It also shows that the conversation around makeup is changing. Their research shows that makeup is increasingly associated with confidence and expression.
Miley Cyrus is leading the campaign as she has used her own journey of reinvention to show how there are infinite possibilities. They will be expanding the platform through social media, collaborations and new campaigns in 2027.
A bit of background to Maybelline. It was founded in 1915 by Thomas Lyle Williams. Originally it was called Lash-Brow-Ine. This was then changed to Maybelline as it combined his sisters name, Mabel and Vaseline.
Williams was inspired by his sisters homemade eye darkener made from Vaseline and burnt items. He created a product from this which led to modern mascaras becoming popular.
Interestingly the brand was actually founded in Chicago. However, once they were bought by L’Oréal in 1996 it became Maybelline New York.
Now after over 100 years of development Maybelline are changing one word in their slogan that helped to shape their identity.
Will ‘Maybe. ‘Maybe. We’re born with it. Maybe. It’s Maybelline.’ become as iconic?
