Maybelline has updated its long-running slogan, first introduced in 1991, as part of a new campaign featuring singer Miley Cyrus. The tagline, which had become familiar to audiences worldwide, has been given what the company describes as a "modernisation."
A New Slogan for a New Campaign
The original slogan, "Maybe she's born with it, maybe it's Maybelline," debuted in a campaign fronted by Christy Turlington in 1991. In the new version, "she's" is replaced with "we're," shifting the perspective to something more self-directed and inclusive.
The most notable change, however, is in punctuation. The updated slogan now reads: "Maybe. We're born with it. Maybe. It's Maybelline." A single comma has been replaced with a pair of full stops.
Brand President Explains the Change
Sandrine Jolly, global brand president of Maybelline New York, explained the reasoning behind the update. She told WWD that previously "the jingle was giving ambiguity – it was more of a question." Now, she said, "The 'maybe' is not a doubt or a hesitation any more. 'Maybe', period, is a statement of possibility, and that is what we want to be for women."
Public Reaction to the New Tagline
Public response has been mixed. One comment on WWD's Instagram post about the change joked about "the other Virgos with an eye twitching at these misplaced periods." Another was more blunt, calling it "Terrible grammatical choices."
The new campaign with Miley Cyrus, who serves as a global brand ambassador for Maybelline, marks the first major update to the slogan in over three decades.
