MAX Factor

Leveraging the heritage of MAX Factor to build brand equity

cs-maxfactor-orig
Challenge

  • Support MAX Factor (MF) brand restage from “movie/film make-up” to “fashion forward make-up artistry” to contemporize brand

Insight

  • Fashion influencer support essential to evolve positioning

Strategies

  • Led integrated five-agency effort to maximize national consumer awareness of “must see and be seen” fashion/celebrity insider event:
  • MAX Factor Salutes Hollywood fashion show
    • Strategic recruitment of stylists, fashion designers, celebrities
    • Clothes Off Our Back charity tie-in embodies updated brand image, essential to donation of time, services by LA fashion insiders
    • Included behind-the-scenes Style Network TV special, consumer promotions, local out-of-home ads

Success

  • More than 250 influencers attended event, drove MAX Factor link to high fashion
  • Event success enhanced Wal-Mart relationship
  • Exceeded media goal by 300%
    • 150 million media impressions
    • 700+ hits, including all national entertainment shows and celebrity print media

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