Miley Cyrus Is Rewriting Maybelline's Iconic Tagline
The global brand ambassador stars in a new campaign.
Maybelline New York is rewriting its signature tagline, and Miley Cyrus is fronting the new campaign. The brand’s 1991 slogan, “Maybe she’s born with it. Maybe it’s Maybelline,” is now “Maybe. We’re born with it. Maybe. It’s Maybelline.” According to Maybelline, swapping “she’s” for “we’re” and adding periods turns the question about one woman’s beauty into a statement meant to include everyone. In honor of the news, the brand is launching a global platform called “The Beauty of Infinite Possibility.”
Cyrus, an artist known for reinvention and the brand’s global ambassador, lent her voice to the original tagline last year and is now spotlighting its new meaning. “I think of ‘Maybe.’ as all the doors being open,” Cyrus says in a press release. “Who you are is something you’re born with, but you can always become something that you’ve dreamt of being by staying true to yourself.”
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Maybelline says the shift builds on a legacy that dates back to inventing modern mascara more than 110 years ago. Furthermore, Cyrus is a natural fit for carrying that forward, the brand says, since makeup has played a role in every era of her career, letting her test out new looks without losing her own style.
In other news, LOEWE Perfumes dropped its ‘The Nightmare Before Christmas’ collection.
