5 min read
LIST OF MAKEUP SLOGANS
- “Get the London Look” (2012)
- “Maybe She’s Born With It. Maybe It’s Maybelline” (1991-2015, revived 2024)
- “Because I’m Worth It” (1971-1990s)
- “On a bad day there is always a lipstick” (2001)
- “Easy, Breezy, Beautiful” (1990s-2010s)
- “Hypoallergenic. Dermatologist tested” (2007)
- “All Ages, All Races, All Sexes” (1990s-present)
- “Now there is a Neutrogena for hair” (1980)
- “We’re Worth It” (2009, brief period)
- “The Most Unforgettable Women in the World Wear Revlon” (1993)
- “I Am What I Make Up” (2010s-present)
- “Make It Happen” (2015-2024)
- “Because You’re Worth It” (1990s-2009)
- “The Sensitive Soap for Sensitive People” (1980s)
- “Makeup made for sensitive skin” (2013)
- “If it’s the finest in cosmetics – It’s by Revlon” (1956)
- “Because We’re All Worth It” (2023-present)
GET THE LONDON LOOK
2012
Rimmel London captured British street style with this slogan. London’s edgy makeup culture needed a voice for global markets. The slogan promised rebellion, not perfection.
MAYBE SHE’S BORN WITH IT. MAYBE IT’S MAYBELLINE
1991-2015, revived 2024
This became the most recognized Maybelline slogan in 150 years. CBS Outdoor proved its staying power. But Maybelline dropped it in 2015, then brought it back with a TikTok twist. Today, the phrase commands 84% of the brand’s ad copy.
BECAUSE I’M WORTH IT
1971-1990s
Twenty-three-year-old copywriter Ilon Specht wrote this slogan at the McCann agency. She created the first beauty ad that celebrated women. Whereas former makeup slogans sought male approval. The slogan flipped beauty marketing on its head. And it’s been iconic ever since.
ON A BAD DAY THERE IS ALWAYS A LIPSTICK
2001
Revlon understood makeup’s emotional power. So they came up with this slogan that positioned lipstick as instant confidence. The phrase spoke to women’s real experiences, not fantasy.
EASY, BREEZY, BEAUTIFUL
1990s-2010s
CoverGirl promised effortless beauty for every American girl. The alliteration made it memorable. The message made it believable.
HYPOALLERGENIC. DERMATOLOGIST TESTED
2007
Clinique brought medical credibility to cosmetics. This slogan transformed makeup from vanity to skincare. Science became beauty’s new selling point. Other brands would later follow the lead.
ALL AGES, ALL RACES, ALL SEXES
1990s-present
MAC pioneered inclusivity decades before other brands were doing it. This slogan wanted people to know that MAC supported LGBTQ+ rights during the AIDS crisis. This positioning built MAC’s street credibility. It also challenged industry norms.
NOW THERE IS A NEUTROGENA FOR HAIR
1980
Neutrogena expanded beyond soap with a simple announcement that also happened to be their newest slogan. The phrase helped transition a niche skincare brand into a comprehensive beauty company.
WE’RE WORTH IT
2009, brief period
L’Oréal briefly tried collective empowerment with its newest campaign in 2009. But the company quickly returned to individual focus. In marketing, sometimes the original slogan works best.
THE MOST UNFORGETTABLE WOMEN IN THE WORLD WEAR REVLON
1993
Revlon targeted memorable women during the 1990s beauty boom. The slogan promised lasting impressions, not temporary fixes.
I AM WHAT I MAKE UP
2010s-present
CoverGirl’s current campaign has shifted to self-expression. The campaign featured Katy Perry and 70-year-old model Maye Musk. This approach reached 4.1 billion impressions by embracing diversity.
MAKE IT HAPPEN
2015-2024
Maybelline replaced their iconic slogan with more action-oriented language. They used this for nine years before returning to their original tagline. Some classics cannot be improved.
BECAUSE YOU’RE WORTH IT
1990s-2009
In the 1990s, L’Oréal shifted from first person to second person for broader appeal. The self-worth message remained while speaking directly to consumers.
THE SENSITIVE SOAP FOR SENSITIVE PEOPLE
1980s
Neutrogena built dermatological authority with this positioning. The slogan helped transition specialty soap to a trusted skincare brand that we all recognize today.
MAKEUP MADE FOR SENSITIVE SKIN
2013
Clinique refined their medical approach with specific product claims. The slogan positioned makeup as beneficial, not harmful.
IF IT’S THE FINEST IN COSMETICS – IT’S BY REVLON
1956
Revlon’s original positioning established luxury credentials. This 1950s slogan built a premium reputation decades before their unforgettable women campaign.
BECAUSE WE’RE ALL WORTH IT
2023-present
Most recently, L’Oréal updated their famous tagline to include men using makeup. The evolution reflects changing beauty standards while keeping the core self-worth message intact.
