Vintage cosmetic video – Maybelline mascara


This 1956 Maybelline mascara ad is remarkable for one simple reason. (And no I’m not talking about the haunting echo effect at the beginning.)

It’s remarkable because of the straightforward scientifically, solid approach it uses to market the product. Basically the message is “use eyebrow pencil to make your eyebrows stand out and use mascara to make your lashes more pronounced. ”

There are no fancy exaggerations, no magic ingredients, and no claims about making your lashes look 97% thicker. It’s almost as if they’re selling the idea of using eye make up rather than any particular brand of makeup itself.

I wonder if this approach would still work today or is the market too jaded?