Maybe She's Born With It, Maybe It's Maybelline
All photos © Maybelline New York. All photos on this page are scans from magazines or vidcaps.
When Maybelline was trying to build a younger, fresher, cooler brand image at the end of the 90’s, they decided to hire their first celebrity spokeswoman since Lynda Carter in the late 70’s. They needed a celebrity who younger women could admire and look up to and that celebrity was Sarah Michelle Gellar. In 1999, Sarah signed a multiple-year contract with Maybelline. It was first reported by Z100 radio in New York City in April 1999 and confirmed in an interview of Sarah published in Cosmopolitan in June 1999. Gotham Inc was the communication agency in charge of the campaigns.
Express 3-in-1
The first campaign that featured Sarah was for Express 3-in-1 makeup (stick foundation and concealer with a powder finish, launched in May 1999). The campaign started on August 12th during the Teen Choice Awards on Fox TV, included print ads in the September 1999 issues of Cosmopolitan, Marie Claire, People and Seventeen and cost $10 million. As a result of this first campaign, Sarah became strongly associated with Maybelline: “among the target audience of women 14 to 24, awareness of her as the Maybelline ‘face’ was 46%, more than four times the awareness level reached by the previous Maybelline ‘face’.”(Source: Effie Awards)
Full 'n Soft Mascara
Still in 1999, a second campaign featuring Sarah was released. It was for a brand new product: Full N’Soft Mascara. The campaign was called “Mascara Love” and was shot by Herb Ritts. It was both a print and television advertising campaign and cost a total of $12 million.
Wear 'n Go Lipstick
 - Wear 'n Go
 - Express Blush (Scan by The Realm)
In the spring of 2000, Sarah was featured in the print ads for Express Blush, newly launched by Maybelline . That same year, Sarah also advertised Wear ‘n Go Long Wearing lipcolor (Click here to see an animated ad for Wear 'n Go). Wear ‘n Go was advertised in Germany as Color ‘N Fix (Lipstick) by Jade Maybelline.
Wet Shine Wet Look Nail Polish
 - Email us if this scan belongs to you
In 2001, Maybelline launched “Wet Shine Nails” a new nail polish with a TV and print ad campaign featuring Sarah Michelle Gellar and once again, shot by Herb Ritts. The commercial for Wet Shine Wet Look Nail Color was released in March 2002.
EverFresh MakeupIn August 2002, Sarah was featured in the commercial for EverFresh Stay Put Makeup.
Lash Expansion Mascara (2002)
Express finish nail polish If this scan belongs to you, please email us.
 - Credit: Alvin's Domain
Other Products
Other products by Maybelline that featured Sarah in the print ads are:
- In October 2002: Roller color
- Maybelline Express Make-up 3in1 (Shine Control)
Print ads from other countries:
 - Japan
 - Japan
All photos © Maybelline New York. All photos on this page are scans from magazines or vidcaps.
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