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Maybelline Ditches "She" for "We": What's the Catch?
11 Nov
Summary
- The iconic "Maybe she's born with it" tagline is updated.
- New slogan changes "she" to "we" for inclusivity.
- Grammatical change to periods sparks public confusion.
Maybelline has introduced a modernized version of its enduring 1991 tagline, famously introduced by Christy Turlington. The new campaign, featuring Miley Cyrus, replaces "Maybe she's born with it" with "Maybe we're born with it." This alteration aims to foster a more inclusive and self-directed message by shifting from "she" to "we."
However, the change has generated significant discussion due to the punctuation. The slogan is now "Maybe. We're born with it. Maybe. It's Maybelline." This alteration from a single comma to a pair of full stops has raised eyebrows and sparked debate online, with some finding the grammatical choices confusing and even labeling them as "terrible."
According to Sandrine Jolly, global brand president of Maybelline New York, the original slogan implied ambiguity. The new punctuation, she explained, transforms "Maybe" from a doubt into a "statement of possibility," aligning with the brand's intention to empower women.
