Magazine article Marketing

Max Factor Changes Face

Magazine article Marketing

Max Factor Changes Face

Article excerpt

Max Factor changes face

The UK's second biggest make-up company, Max Factor, is embarking on a series of launches and revamps and more than doubling its ad spend to 10m [pounds] this year.

The blitz marks the culmination of four years of intensive activity on a broad portfolio of brands as the Revlon-owned company has attempted to repair and upgrade the dated image of household names such as Max Factor, Outdoor Girl, Colorfast and Mary Quant.

In three weeks, Max Factor will make its first foray into the so-called "volume premium" sector of the fragrance market with California -- pitched head-on against such brands as the UK's biggest fine fragrance Anais Anais and Lou Lou. Priced at 15 [pounds], the perfume is a break with Max Factor's more usual mass market association.

Aimed at 25 to 35-year-olds, California will be backed by a 2m [pounds] launch campaign through ad agency Holmes Knight Ritchie. It will break in September and include TV and press work. …

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