Maybelline Updates 35-Year-Old Slogan With Punctuation Change
The cosmetics brand has changed a pronoun and a comma in its long-running tagline. The change is tied to a new campaign featuring Miley Cyrus.
Key points
- Maybelline New York has updated its 35-year-old jingle in a new campaign.
- The word 'she's' has been replaced with 'we're'.
- A single comma has been replaced by two full stops.
- Sandrine Jolly, the brand's global president, says the change adds a sense of possibility.
- Some online reactions have criticised the new punctuation.
Maybelline New York has updated its long-running slogan, according to The Guardian. The jingle has been used for around 35 years and was first heard in 1991 in a debut linked to Christy Turlington. The brand describes the new version as a modernisation.
The most visible change is in the opening word. The phrase ‘she’s’ has been replaced with ‘we’re’, which the Guardian says shifts the focus toward the viewer and makes the message feel more inclusive. The update is part of a new campaign that features Miley Cyrus.
The more debated change is punctuation. A single comma has been replaced by two full stops, so the line now reads as separate short sentences. The Guardian notes that this has drawn more attention than the change in wording itself.
What the brand says
Sandrine Jolly, global brand president of Maybelline New York, spoke to WWD about the reasons for the change. She said the earlier wording had created ambiguity because it sounded more like a question.
According to Jolly, the word ‘maybe’ is now meant as a statement rather than a sign of doubt. She described it as a statement of possibility, which she said reflects what the brand wants to offer women.
Public reaction so far
Reaction to the change has been mixed, with much of the criticism focused on the punctuation. The Guardian reports that a comment on WWD’s Instagram post joked about readers who were irritated by the misplaced periods.
Another remark, quoted by the newspaper, described the grammar choices in harsh terms. The Guardian’s writer also raised lighter questions about whether the new line was written by artificial intelligence, while noting the line is clearly human-made.
Why the story matters
Slogans that last decades often become part of popular culture, so small edits can attract wide attention. In this case, the brand has kept the core structure of the line while changing both a pronoun and the sentence breaks.
The Guardian’s account shows that the update has been received as both a message change and a style change. What the public makes of the new punctuation may depend on how the campaign is seen over the coming weeks.
Frequently asked questions
What has Maybelline changed in its slogan?
According to The Guardian, the word u0026#039;sheu0026#039;su0026#039; has been replaced with u0026#039;weu0026#039;reu0026#039;. A single comma has also been replaced by two full stops.
Why did Maybelline make the change?
Sandrine Jolly, global brand president of Maybelline New York, told WWD that the earlier wording was ambiguous. She said the new version presents u0026#039;maybeu0026#039; as a statement of possibility.
Sources
- The Guardian: Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an update
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