Chosen Brand: Maybelline New York

Maybelline New York

After researching a bunch of well know drug store brands to pick as my client I have decided on Maybelline New York. I picked them as I believe I would have a little bit more freedom with the design as I was very close to picking L`Oreal as well, if it wasn't for L`Oreal having other franchises under the same name I would of gone with them due to them having in my opinion a bigger range of products but I didn't want to limit myself to making the logo still recognisable to the original as I think that would of limited my creative flow. Making the decision to go with Maybelline New York is still very positive as they have grate products that I would feel confident recommending and working with as well as a big range to work with. I love the fact that they work with iconic models that are very trendy and can help promote the new campaign to the world.

I wanted to do some more research into the background of Maybelline and how it started. This is important to have a full understanding of the brand and what they have stood for over the years to help me create an authentic re-brand. The reasoning for the original founder Thomas Lyle Williams creating the brand was because of his sister Maybel, she was putting vaseline and coal dust mixed together on her eye lid. This was to define her eye socket, now a days we use eyeshadow for this same effect. When Thomas saw her doing this he was inspired to create what would be Maybelline but was first called lash-brow-ine. He adapted the vaseline and coal dust formula with his chemistry set to get the final product. This product was only sold local to him in Chicago. He later called the product after his sister. His company was made in 1915 over 100 years ago. The second product that he came out with was what changed the company as it was 1917 and they produced a product called maybelline cake mascara, this was the first modern eye cosmetic for everyday use. Later on down the line in the 1960's they came out with another eye cosmetic called the ultra lash, which went on to be the first mass-marketed product. In 1967 he sold the company to Plough, Inc witch was located in Memphis, Tennessee. In 1975, the company moved the factory to Little Rock, Arkansas. The factory is still located there today. Then finally in 1990 Plough, Inc sold the company to a New York investment firm and in 1996 they fully moved to New York making it a New York based company causing the name to be changed to Maybelline New York.

In the 1970's Maybelline employed Lynda Carter as a campaign model. She was very popular at the time having being at her biggest winning Miss world and filming the iconic wonder woman movie. This was good business for Maybelline and from then on they continued bring in well know faces and models into there campaigns. They have also worked with women of all colour and rase working with Zhang Ziyi who is from China to Siti Nurhaliza from Malaysia along with lot of others. I really appreciate that and can see they have the right morals be-hide the company, they have put effort into making everyone feel included. 

There have been a lot of collaborations that other brands have done but this was the first for the New York based brand as they teamed up with a beauty  influencer Shayla. She has millions of follows over social media and was a good team up to inspire her followers to pop into a store and try some of her products as well as maybe picking up some others whiles there there. 

One of the current Maybellien faces is Gigi Hadid. She is one of the biggest models of this generation and Maybellien have recently made a make-up collaboration with her. A lot of high end brand have had celebrations with celebrities or makeup artists over the years and this was a big move for the brand as she is such a high up influencer. This mens the collaboration was talked about on blog's, youtube videos, magazines and others influences who received it as they are connected or friends with Gigi. 


Now that I have looked more into the brand and what its about as well as how it came about, I have a better understanding and feel confident to begin working with designs for logos and colour themes.