Get woke, go broke.
Cosmetics giant Maybelline is at it again and waging a new war on women.
After decades of selling products to women (and happily taking their money), Maybelline is now erasing women from its iconic tagline.
For more than three decades, Maybelline used its iconic tagline in all of its advertising campaigns: “Maybe she’s born with it, maybe it’s Maybelline.”
The cosmetics giant changed its tagline from “she” to “we” — “Maybe we’re born with it” – to exclude women.
“At Maybelline, “Maybe” means possibility. We believe everyone is born with infinite possibility. It’s not a question about what you could be; it’s a statement about all you can become. A new shade, a different look, a new mood, makeup can help you explore what feels possible, express yourself and feel more confident,” the company said on its website.
“Maybe. Is in our DNA,” Maybelline said.
After 35 years, Maybelline is giving one of beauty’s most recognizable slogans a makeover.
The brand is moving away from its famous “Maybe she’s born with it. Maybe it’s Maybelline” tagline, shifting from “she” to “we” with a new message about identity and possibility.
“MAYBE. IS IN OUR DNA,” the company says, adding that everyone is born with the potential to become anyone they choose.
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Maybelline received intense backlash from women.
“Trying to erase women is a sure way to erase your brand,” one social media user said.
“Well then maybe “WE” won’t be buying any of their products,” another said.
“Maybe “It’s” Born With It. Maybe women should boycott the brand,” a social media user said.
“Get woke, go broke,” another said.
Maybelline’s new woke tagline comes after it ran a ‘bearded beauty’ campaign in which the cosmetics giant featured a bearded man using their products.
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