Maybelline’s advertising strategy featured Romance while focusing on selling War Bonds during WWll

When petroleum was rationed during the War, Maybelline was ordered to stop making their products. Tom Lyle told the Pentagon, “If women can’t get their Maybelline, it will affect the moral of the men overseas.”
Petroleum vats remained full and Maybelline’s products expanded around the world.

read more about Maybelline’s marketing and advertising strategy over the last 100 years in The Maybelline Story and the Spirited Family Behind it.