25).Īdvertising for Lash-Brow-Ine claimed that it ‘nourished and promoted the growth of eyelashes and eyebrows’. As cash came in, it was used to place advertisements in other magazines such as the ‘Pictorial Review’, the ‘Deliniator’, and the ‘Saturday Evening Post’ and so the business grew (Williams & Youngs, 2010, p. Using money he got from his brother Noel to get this new venture off the ground, Lyle acquired product and packaging and placed an advertisement for Lash-Brow-Ine in ‘Photoplay’ in 1916. Lash-Brow-Ine was packed into small aluminium containers and sold through mail-order in two sizes, at fifty cents and one dollar.Ībove 1917 Lash-Brow-Ine in aluminium package. This decision would create problems for the company later on. He called the product Lash-Brow-Ine, selecting the name partly because of its similarity with other eyelash and eyebrow products already on the market. It did not contain any colouring agent but it seemed to ‘brighten the eyes’ (Williams & Youngs, 2010, p. The result was a scented cream consisting of refined white petrolatum along with several oils to add sheen.
#HOW MUCH DOES MAC CHARGE FOR MAKEUP PROFESSIONAL#
Undaunted, Lyle sought professional advice and commissioned Parke-Davis, a wholesale drug manufacturer, to make a suitable product.
Unfortunately, when Mabel applied it to her lashes it ran into her eyes and stung them badly. Whatever the truth, seeing an opportunity to make a product to sell through his mail-order business, Lyle created a mixture he hoped would sell. One of many similar products that were on the market when Tom Lyle introduced Lash-Brow-Ine.
#HOW MUCH DOES MAC CHARGE FOR MAKEUP MOVIE#
Lyle may have just copied an exisiting mail-order cosmetic he had seen in a movie magazine.Ībove: 1916 Eyebrow-Ine. Origin stories are notoriously unreliable and neither of these tales may be true. The second, that he saw her rubbing oil into her eyelashes and eyebrows to darken them and keep them healthy.
The first, is that he watched her fix her singed eyebrows using a mixture of Vaseline, ash and coal dust, a trick she apparently got from ‘Photoplay’ magazine. There are two stories about how Lyle got into the eye make-up business, both involving his sister Mabel. The following year he wired his sister Mabel to come to Chicago to help with the business. By then he had started a long-term romantic relationship with Emery Shaver who joined him in the venture.Ībove: Tom Lyle Williams and Emery Shaver. After experimenting on his own with a variety of mail-order ventures he left Montgomery Ward in 1914 to focus on his own business.
In 1912, aged 16, he moved from Morganfield, Illinois to Chicago and got a job with Montgomery Ward, a mail-order catalogue business. His good looks and ability to get on with people were undoubtedly of great assistance. Known by those close to him as Tom Lyle, the founder of Maybelline was entrepreneurial, hard working, prepared to take advice, and loyal to friends and family. The company is now called Maybelline New York but its early fortunes, like those of Max Factor and the Westmore Brothers, were tied to the growing motion picture business in California. The rise of Maybelline from a small mail-order firm to a global cosmetics business is impressive.
0 kommentar(er)
