I kid you not. Maybelline just changed its "maybe she's born with it, maybe it's Maybelline". The first change? from she's to we're. As in "we're born with it". So far, fine and dandy. But no, Maybelline has other aces up its sleeves. Full stop, rather full stops.
OK, so the new tagline is (drums roll): "Maybe. We're born with it. Maybe. It's Maybelline."
"According to Sandrine Jolly, global brand president of Maybelline New York. She told WWD that, previously, “the jingle was giving ambiguity – it was more of a question”. Now: “The ‘maybe’ is not a doubt or a hesitation any more. ‘Maybe’, period, is a statement of possibility, and that is what we want to be for women.”"(the full sentence above is lifted from The Guardian here).
Look, I am not a woman. So none of this should concern me. It does, to be honest, frighten me. And that's not a "maybe". There's too much grammar, too much oddity, too much je ne sais quoi. The end result is the same, apparently I am neither born with it, and neither it is Maybelline.