You had to look a certain way. Preston took her to speakeasies and gambling dens, while Tom Lyle escorted her to elegant events. There was a twist to this love triangle. Tom Lyle adored Evelyn and treasured the idea of family. He put numerous family members on the Maybelline payroll, though some, like Preston, did little actual work.
Sharrie says her research for the book—which is rich in reconstructed and imagined dialogue—included poring over old letters, divorce depositions and legal documents. She also had the advantage of having lived among the characters. Preston, a World War I veteran who suffered from post-traumatic stress, drank too much and was prone to rage. After a stay at the Mayo Clinic for stomach pains, he traveled to Los Angeles, ostensibly to recover in warm weather, leaving Evelyn and his son behind.
While in California, he worked briefly on film sets, drank and caroused heavily. He also took up with an Argentinean woman who spoke very little English and, unbeknownst to Evelyn, had a son with her. Preston and Evelyn had several cross-country reconciliations, most orchestrated by Tom Lyle; she eventually joined him in California.
After Noel died in , Tom Lyle incorporated Maybelline and named his family members as stockholders. In , he gave each family member preferred cumulative stock in the Maybelline Co.
After the sale of the company to Plough Inc. When Plough merged with Schering, each stockholder received 1. Noel, Mabel and other members of the Williams family had stable, long-term marriages. Pauline, whose father ran the construction department and other units at MGM Studios, met Bill Williams in high school. Throughout the 20th Century, the Maybelline company inflated, collapsed, endured and thrived in tandem with the nation's upheavals, as did the family that nurtured it, Sharrie says.
She adds that four generations of Williams relatives either worked for the company or were heirs to what they perceived as its legacy: "Glamour at all costs. Sharrie says she wanted to show the humanity, glamour and the seedy underside of a "family intoxicated by the quest for power, wealth and physical perfection. For more information, visit maybellinebook. Local News. Williams, S. The Maybelline story and the spirited family dynasty behind it.
Florida: Bettie Youngs Books Publishing. One of the first advertisements for the product. Maybelline cake and liquid is now referred to as an eyelash darkener. These would be later replaced with white cards with the classic Maybelline eye in the corner.
The cream mascara with its zipper bag had been introduced the previous year. The model used is not a movie star. The eye make-up is more severe, sophisticated and glamourous than that of the the s but the message has not altered much in fifteen years. Solid and cream mascara was soon to disappear from the Maybelline range. Note the change in the brush shape. Vail, Home Stories Brands Timelines Booklets.
Maybelline The rise of Maybelline from a small mail-order firm to a global cosmetics business is impressive. Tom Lyle Williams Known by those close to him as Tom Lyle, the founder of Maybelline was entrepreneurial, hard working, prepared to take advice, and loyal to friends and family.
The following year he wired his sister Mabel to come to Chicago to help with the business. Maybell Laboratories There are two stories about how Lyle got into the eye make-up business, both involving his sister Mabel. Above Lash-Brow-Ine in aluminium package. Maybelline In , again with the assistance of Parke-Davis, Maybell Laboratories began production and sale of a cake eyelash and eyebrow beautifier.
See also: Water Cosmetique and Cake Mascara Like other products of its type the colouring agents were suspended in a base of sodium stearate soap. Mascara Maybelline introduced eye shadow and eyeliner into its product line in , which meant that Maybelline was for more than just eyelashes and the original product was renamed Maybelline Eyelash Darkener and then reformulated in For over sixteen years millions of women have used Maybelline mascara with perfect safety and most gratifying results Maybelline advertisement, See also: Lash Lure Respectability and quality The early s were a difficult years for Maybelline but from adversity came strength.
See also: Liquid and Cream Mascara These product and packaging upgrades combined with the more sober advertising helped make Maybelline products more acceptable to middle America and the department stores in which many of them made their cosmetic purchases.
Packaging and distribution The size of the company facilities on North Ridge Avenue were not large. Above: A Maybelline truck. Sale In , Tom Lyle reached the age of seventy and was ready to sell. New Products: Maybelline cake, eyelash and eyebrow make-up. Maybelline begins to be sold direct to stores outside of the Chicago area. Mail-order starts to be closed down. First use of the word mascara in Maybelline advertising. The mascara manufacturing equipment sold to brother-in-law Tom Hewes, who establishes the De Luxe Mascara Company to make cake mascara for Maybelline.
New Products: Emerald Green mascara. New Products: Natural Hair Lashes. New Products: Great Lash, a water-based mascara. Updated: 27th April Sources Jones, G. Making products accessible to every woman was far from the only way Maybelline changed the makeup game, though. Although it is an industry standard today, Maybelline's mascaras were among the first to be presented in an upright display — aka "carded merchandising" — as opposed to piled on a shelf or counter.
Maybelline also propelled "before and after" advertisements into the mainstream and was among the earliest to earn the Good Housekeeping Seal of Approval. Maybe it's Maybelline. In fact, Maybelline had several early slogans — and many of them didn't exactly roll off the tongue. A Maybelline advertisement from via Made in Chicago Museum read, "Beautiful eyelashes and eyebrows make beautiful eyes; beautiful eyes make a beautiful face.
Over time, the two-word slogan morphed into a slightly longer but very similar "quality, yet sensibly priced. According to the Made in Chicago Museum, Williams long believed that quality makeup was as good as "being born with it.
By , Maybelline was thriving. However, its founder was not. He began looking for a buyer. The new company promised to keep Maybelline in Chicago, but that promise was quickly broken. Sharrie said her great-uncle was "heartbroken" upon seeing his former employees were being let go. Maybelline's headquarters was quickly moved to Memphis, Tenn. By the mid '90s, Cosmair had become one of the biggest cosmetics company in the United States and was responsible for brands like Giorgio Armani and Lancome.
Since Maybelline was founded back in the s, the company has utilized many forms of advertising. From newspapers to radio to television, the label has pretty much tried it all.
Even in the digital age, Maybelline has found a way to inspire "offline conversations" about their brand, Brad Fay, chief commercial officer of analytics firm Engagement Labs, explained in an article for Marketing Dive. Such conversations "soared" in the first half of , Engagement Labs found. But just how is Maybelline doing that? Advertising may help Maybelline's bottomline, but where would the beauty company be without consumer loyalty?
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