Armed with market savvy, an eye for beauty and a penchant for perfection, Tom
Lyle continued to experiment boldly, introducing what would become one of the most familiar and effective ploys in advertising: “before and after” imagery. This captured the imagination of women everywhere, creating a need that he filled by placing striking cosmetic displays in dime and drug stores across America. Soon the name Maybelline came to represent more than just mascara—it meant beauty, sex appeal and self-confidence, indispensable tools for every woman’s success—however she defined it.
Read more about Tom Lyle Williams and The Maybelline Company in my book, The Maybelline Story.