Maybelline's Punctuation Changes to Its Iconic Tagline Draw Mixed Reactions

Maybelline has changed the punctuation of its long-running tagline, which an executive told Marketing Brew is meant to open up "endless possibilities" for the brand. Early public response has been mixed, with many consumers finding the new version confusing. The story shows how even small edits to a famous slogan can draw scrutiny.

Why it matters: Marketers changing a legacy tagline should weigh the intended flexibility against the risk that audiences find the update confusing and lose recognition.