Maybelline products mounted on a card and placed on display racks for easy accessibility, was the brain child of Maybelline's marketing man, Rags Ragland, in 1935.
What we consider common merchandising today actually began at the Maybelline Company as a way to display their products in an organized fashion in drugstores like JJ Newberry & Company.
Maybelline eye-shadow on a card in 1935.
Todayall Brands are carded but 80 years ago
products were haphazardly thrown on a table, causing, great frustration, for the consumer.
By the 1950's and 60's, all beauty products were carded and set on free-standing, twirling racks, also the brainchild of Rag's Ragland.
By 1964, ULTRA LASH MASCARA, was born, taking the place of Maybelline's first wand mascara, MAGIC MASCARA. Some of you might remember buying a carded Maybelline ULTRA LASH, for 69 cents.
Before ULTRA LASH, the little red box with acake of Maybellinemascara, or Maybelline cream mascara, was the only choice available.