Caboodles, the iconic beauty organization cases that defined an era, continue to hold a special place in the hearts of many. Popular throughout the '80s and '90s, these cases became a must-have accessory for women and girls looking to neatly store and transport their makeup. However, the story behind their creation is as unique as the product itself, involving a surprising muse: "Wheel of Fortune" co-host Vanna White.
The Unexpected Inspiration: Vanna White and a Tackle Box
The genesis of Caboodles can be traced back to 1987 when a photograph of Vanna White using a Plano fishing tackle box to organize her makeup circulated. This image sparked an innovative idea at Plano, a company traditionally known for its masculine, outdoorsy products.
"The folks at Plano saw this and thought, 'Wow we can pivot from a very masculine, outdoorsy company into the beauty space'," explained Khadeja Salley, director of marketing and brand management at Caboodles, in an interview with "Good Morning America." This pivotal moment led to the creation of the first On-The-Go Girl Caboodle kit.
Ironically, Vanna White herself was unaware of her role as the inspiration behind the product. "I did not know I was the one who started the Caboodle," White shared with "Good Morning America." "I didn't know how, but I'm glad." She further elaborated on her connection to tackle boxes, stating, "I feel very good about being the inspiration behind the Caboodle because many years before that I went fishing with my dad every weekend, and of course he had a tackle box."
While White had been familiar with tackle boxes since childhood fishing trips with her father, it was seeing her makeup artist use one that inspired her to get her own. "I am such an organized person and it was the perfect box to organize all of my makeup," she recalled. She clarified that she opted for a new tackle box, not her father's, as his "kind of smelled like fish."
The True Origin Story: Leonie Mateer's Vision
While the Vanna White anecdote is widely known, the company legend attributes the initial concept to Leonie Mateer, a New Zealand native who relocated to California in the 1980s. Mateer recalled seeing a model use a tackle box for cosmetics and envisioned a similar organizer for beauty products. She approached manufacturers with her idea.
After one company backed out, Mateer found a willing partner in Plano Molding. She was hired as a consultant to develop the brand, create the product line, and establish its market presence. However, lacking the necessary capital, Mateer eventually relinquished ownership of the brand to the manufacturer, considering her experience with Caboodles her "college education." She later founded a competitor, Sassaby, which was acquired by Estee Lauder, and eventually returned to Caboodles as a consultant.
Inventing the Brand: Naming and Coloring Caboodles
Leonie Mateer was instrumental in shaping the identity of Caboodles. She conceived the name while reading an Oxford English Dictionary in her bathtub. She found the word "Caboodles," defined as "a collection or clutter of things," to be a perfect fit for an organizer box, especially given her desire for a colorful name to appeal to her target audience of teens.
The vibrant colors of the cases were equally important. Mateer and the manufacturer selected four brightly colored plastic hair dryers-peach, yellow, pink, and purple-from a discount store to inspire the initial color palette for the boxes. This selection marked the first time Mateer vocalized the name of her budding product.
Market Launch and Early Success
The first Caboodles, dubbed "on-the-go organizers," hit the market in 1987 with the catchy tagline, "THE WHOLE KIT 'N' CABOODLE GOES INTO A CABOODLE!" The product was an instant success, selling an impressive 2 million units within its first two years. By 1992, The New York Times reported that Plano was selling significantly more makeup boxes than tackle boxes, with nearly 80 percent of teenage girls in the country being aware of the brand. The product line eventually expanded to include 70 different items, ranging in price from $5 to $40.
The First Commercial and Fan Devotion
The 1988 commercial for Caboodles depicted two sisters quickly preparing to impress a friend arriving in a Porsche. The sister with the Caboodles case was ready instantly, while her sibling struggled. The twist? The friend with the Porsche turned out to be a "nerd." The brand also cultivated a devoted following, with one 13-year-old fan quoted as saying that she and her friends would mock anyone using a rival brand.
CABOODLES - 1988 First Commercial
Evolution and Modern Relevance
Caboodles has continued to evolve, adapting to changing trends while retaining its nostalgic appeal. The brand offers a wide array of products, including classic cases, bags, and totes, categorized into travel, cosmetics, nails, jewelry, and hair tools.
Brand Revitalization and Collaborations
In 2018, Caboodles underwent a brand refresh, collaborating with communications and events teams DKC and HangarFour to update its logo and aesthetic while honoring its retro roots. That same year, Olympic gymnast Simone Biles was named the face of their active line, which features items like sports cosmetics bags. Biles, an early admirer of Caboodles, became a Chief Design Influencer for a line of products, stating, "I've always been a fan of Caboodles and am so excited to be able to help develop products that represent my personality and fashion sense in and out of the gym."
September also saw a significant collaboration with Mattel's Barbie brand. These Barbie-inspired Caboodles pay homage to an earlier version from the early '90s, tapping into the enduring nostalgia trend. Diane Reichenberger, Mattel's vice president of global strategy and consumer products, expressed enthusiasm for the partnership, noting its ability to evoke "those early days of a girl trying on new roles and imagining the possibilities of what she can become, yet still practical and appealing for women of today."
Caboodles for a New Generation
The brand aims to resonate with contemporary audiences, offering practical and stylish organization solutions. The resurgence of vintage organizers has brought Caboodles back into the spotlight, available at major retailers like Amazon, Target, Urban Outfitters, and Ulta.
Personal Organization and Nostalgic Comfort
The enduring appeal of Caboodles is also tied to their effectiveness in personal organization. For many, rediscovering these cases has led to a more streamlined approach to managing their belongings, particularly makeup collections. The spacious storage, various compartments, and auto-open trays make arranging and viewing products significantly easier.
Celebrity makeup artist Janice Daoud fondly recalls her first two-toned Caboodles, describing it as "the most beautiful thing I’d ever seen" and how she used it to organize her glosses, body glitter, and nail polish. She continues to use them for storing glitters and likens them to a "tackle box" for beauty supplies, highlighting their utility for housing daily makeup and skincare essentials.
Beyond their organizational benefits, Caboodles offer a sense of nostalgic comfort. For many, these '90s-era relics evoke warm memories, providing a tangible connection to the past, much like classic films from the era.
A Look at Caboodles' Product Range and History
Caboodles offers a diverse range of products designed to meet various organizational needs.
Product Categories
- Travel: Compact cases and bags suitable for on-the-go needs.
- Cosmetics: A wide variety of organizers for makeup and skincare.
- Nails: Solutions for storing nail polish and related tools.
- Jewelry: Cases designed to keep accessories tangle-free.
- Hair Tools: Organizers for brushes, combs, and styling accessories.
Notable Past Offerings
- Kids' Playsets: Targeted towards girls aged 5-10, featuring themes like beauty spas and wedding salons, often including a fashion doll.
- Caboodles Barbie: A partnership with Mattel in the early '90s that resulted in a doll featuring a real makeup case and glitter makeup.
- Debbie Gibson Collaboration: Pop star Debbie Gibson was an early proponent and later re-promoted Caboodles, showcasing a Caboodles purse and emphasizing its organizational benefits.
The brand's commitment to innovation and connection with its audience ensures that Caboodles remains a relevant and beloved organizer for new generations.