Maybe it’s a new tagline. Maybe it’s more punctuation. Maybelline’s 35-year-old slogan has an update

First introduced in 1991, ‘Maybe she’s born with it’ is out the door – but is the new slogan a glow-up? Alyx, I hear a certain makeup brand has updated its tagline. Why is this a big deal? The jingle that has been burned into the minds of women around the world since its Christy

First introduced in 1991, ‘Maybe she’s born with it’ is out the door – but is the new slogan a glow-up? Alyx, I hear a certain makeup brand has updated its tagline. Why is this a big deal?

The jingle that has been burned into the minds of women around the world since its Christy Turlington-helmed debut in 1991, “Maybe she’s born with it, maybe it’s Maybelline”, has received what has being described as a “modernisation”. In a new campaign with Miley Cyrus, the “she’s” will be replaced with “we’re”, which both changes the observer’s perspective to something a little more self-directed and makes it more inclusive. But it’s a punctuation change that is raising eyebrows.

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