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A hundred-year profile

Maybelline

Maybelline peaked in the 1920s, then Tangee overtook it in the 1930s.

L'Oreal lineage · est. 1915 · Maybell Laboratories
34.0%Peak, the 1920s
15Placements
1924 to 1956Span
6.7%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%30%40%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Tangeeovertook it in the 1930s
Max Factorovertook it in the 1930s
Helena Rubinsteinovertook it in the 1930s

Earned versus paid

Paid 14Earned 1

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1924The DelineatoradvertisingMAYBELLINE
1927ScreenlandadvertisingMaybelline
1928ScreenlandadvertisingMaybelline
1931PhotoplayadvertisingMaybelline
1933ScreenlandadvertisingMaybelline
1940Modern ScreenadvertisingMaybelline EYE BEAUTY AIDS
1941Modern ScreenadvertisingMaybelline
1942Modern ScreenadvertisingMaybelline

Other houses

Pond's Coty Lux Tangee Jergens Max Factor Woodbury Palmolive

Data via the Muse Parlor historical SOV API. How this is built →