Key Takeaways
- Maybelline is adapting its iconic tagline into a declarative statement.
- Brand launches a new platform aimed at Gen Z alongside existing loyal consumers.
- Miley Cyrus fronts the ad, which aims to assure consumers Maybelline products will work for them.
“Maybe she’s born with it. Maybe it’s Maybelline” has one of the most recognizable brand jingles since it was introduced 35 years ago.
Now the company is evolving its famous tagline with a new brand platform, “The Beauty of Infinite Possibility,” launching today, Nov. 10.
A campaign with global ambassador Miley Cyrus rethinks the meaning of “maybe,” aiming make the brand feel more relevant, hopeful, and inclusive for women of all ages—especially younger audiences.
While the original tagline was a question rooted in curiosity about a single woman’s beauty, the brand wanted a more declarative statement that embodies how make-up enables creativity, confidence, self-expression, and reinvention.
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