South Africa, Nov. 12 -- The change from She's to We're shifts the focus from an individual woman to a more representative and inclusive statement.

There is also a punctuation update with the commas with periods, to turn Maybe from a lingering question or doubt into a confident declaration of possibility.

Miley Cyrus fronts the campaign and reinterprets the brand's classic jingle as the global ambassador and new face of the brand.

Sandrine Jolly, Maybelline's global brand president, says the brand wanted to take the ambiguity out of the original, and turn it instead into an optimistic declaration of confidence.

"Maybe" in this context acts as a synonym for possibility, Jolly says.

"In this sea of algorithms, of perfection, of always ...