Topics: Maybelline, Mascara, Cosmetics Pages: 2 (656 words) Published: November 7, 2012
Current status
Maybelline is one of the world's leading cosmetic companies with branches in different countries, based in US, has launched a multilingual website to suit the needs of women from various parts of the countries

T.L. Williams founded The MAYBELLINE Company in 1915 and introduced MAYBELLINE Cake Mascara in 1917 as the first modern eye cosmetic to be produced for everyday use. The firm and brand name MAYBELLINE was adopted in honour of his oldest sister, Mabel, from whom he originally received the idea of producing an easy-to-use product to darken the eyelashes which could be sold commercially. Cake mascara was originally advertised and sold exclusively by mail. It was received so well by the general public that women started asking for it in drug stores. The MAYBELLINE success story didn’t really start until mascara first appeared in the nation’s variety stores. In September 1932, a special 10-cent package of MAYBELLINE mascara was designed for sale in these stores. The subsequent success of this product has become legend. MAYBELLINE eyebrow pencils came along a few years later. Eyebrow pencils were the natural follow-up to the solid mascara as the company’s second eye cosmetic. Eye shadows of various shades were added in the 1920′s and have increased in popularity and general usage year after year. MAYBELLINE introduced Ultra Lash Mascara, a waterproof product, in the early 1960′s. A true breakthrough, Ultra Lash was the first mass market automatic mascara, which means the mascara is applied directly to the brush in the tube. Then in 1971, Great Lash, a water-based mascara, was introduced. With a truly legendary history, it is still the number-one best selling mascara in the marketplace. Today, a Great Lash mascara crosses a drugstore scanner every 1.5 seconds. Its winning formula is closely guarded. New entries to the MAYBELLINE line have consistently made headlines. In the 1970′s, MAYBELLINE successfully branched into other cosmetic...
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