MAX
FACTOR
“THE MAKE-UP FOR MAKE-UP ARTISTS.”
OVERVIEW
Max
Factor was born in Lodz Russia in 1872. Max Factor is a company with a popular line of
cosmetics from Procter & Gamble. The company was founded in
1909 as Max Factor & Company, by Max Factor. Max Factor & Company was owned by several generations of the Factor
family, becoming an international company during that time. Procter &
Gamble purchased the company in 1991, and it remains a popular brand still
today. In the early years of the business Max Factor personally applied his
products to actors and actresses; he developed a reputation for being able to
customize makeup, to present actors and actresses in the best possible light on
screen. Due to his strong connection with the
film community, Max Factor was able to use celebrity endorsements, in
advertising his products, making them very popular and desirable. Today Max Factor
is still recognized by celebrities and make-up artists, with Pat McGrath becoming
the global creative director for Max Factor in 2004. Max Factors products are
of a high and affordable quality, that are able to be used on screen, but also
within everyday use, by a range of consumers, making it a great brand for up to
date trends, along with their eye-catching advertisements. It’s still such a popular brand, as it listens to what
customers want, and need, it produces cosmetics that are classic and timeless,
at a price that most can afford. They constantly update their products,
textures, and shades to compliment trends and customer needs.
BRAND HERITAGE
Mr Max Factor has combined science and make-up artistry
for over 100 years to create market leading iconic products. In 1914 the first
product was created by Max Factor, which was a flexible greasepaint in 12
shades made for film, it was made in
a cream form, and packaged in jars, this product was to make actors and
actresses appear more human on screen. In 1918 Max Factor introduced the colour
harmony make up chart, which showed make up shades coordinated to complement a woman’s
hair colouring, eyes, and complexion; this is still highly looked at and used today
within the industry. In 1920 Max Factor invented the word make-up, and
introduced it to the public, for woman to then, imitate the looks of their
favourite movie stars. Max factor was the first ever make-up artist and brand,
to be seen and highly recognised within film and television, making make-up what
it is today. Max Factor is still a massive brand that holds a top spot
alongside other big make up brands in producing high quality, but affordable
products with the slogan stating “The make up for make up artists.”
HERO PRODUCT
Max Factor does not have one hero product, it has a good
few which are very popular, and these range from older products which have been
around for years, to newer products, brought out recently in stores. A few of
the products I came across as being most popular when researching, and also
talking to the lady on the Max Factor counter, range from crème puff pressed
powder which is one of their oldest products of 61 years, to their wide range
of mascaras reflecting in 20 years of iconic lashes. Their new mascara, lashfinity
3 day mascara, sells, alongside one of their bestselling 2 in 1, excess volume
extreme impact mascaras, these are 2 of their most popular products, also Max
Factors range of foundations, such as their pan sticks are very well liked.
PACKAGING
Max Factor’s packaging is all slightly dissimilar, but
keeps within the colour schemes of mostly gold and black; they have little
packaging waste, such as boxes. Some of the mascaras in the Max Factor range,
have more colouring to the packaging, this is so they are identifiable as
different products for different uses. The packaging for Max Factor is all very
slick, neat and simplistic, with cheaper material used to make the packaging
fees low. The writing on the products identifies the products name and use,
along with the brand name and the X in the name larger and bolder, than the
rest of the title. The ‘X’ within the Max Factor name plays a big part in the
design of the packaging, with the X printed largely across most of the
packaging and also imprinted, into the actual products giving the brand its
identity.
PRESENTATION
The presentation of Max Factors products in stores such
as boots and Superdrug, are of a very neat, tidy and orderly display. The
products are all in order and are very accessible with popular products in eye
view; the display units are black and glossy making it look very elegant and
professional, with small prints of advertisement images, alongside popular
products making them recognizable by promotion.
PROMOTION
Max Factor promotes and advertises their brand, through a
variety of different methods such as television advertisements, magazine ads,
and popular online sites, such as their own website, Instagram, Facebook, twitter,
YouTube, and beauty and make-up blogs. Max Factor promote their products in all
the right places, to catch the consumers eye promoting old and new products, using
promotional images, adverts in everyday
magazines and on popular television channels. Gwyneth Paltrow is one of the chosen faces for Max Factor, who is a
modern day icon, with a great image promoting Max Factor in a great light
drawing in a wider audience.
PRICE
Max Factor is a very affordable brand, for the
high-street with a variety of priced products, starting from £5.99 for their
crème puff powder to their lipfinity lipstick being at a higher price of
£10.99. The highest prices for Max Factors products range from £12.99 to
£18.99, with their newest product lashfinity 3 day mascara, being the highest
priced. Most of Max Factors products are £4.99 and above, but are not usually
more than £19.99, making it easily affordable to the majority of consumers.
MARKET
The target market for Max Factor is of a mixed generation
and a female consumer with, the typical customers ageing at 18-25 years old.
Max Factor is a very well established, well-known brand that’s been around for
years, it’s kept some of its older customers, along with creating products for
the younger and new generation, making it an all-round brand for all ages, and
keeping up to date with the newest trends.
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