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Max Factor launching new ad/promo campaign, introducing longer-lasting lipstick.

This article was originally published in The Rose Sheet

Executive Summary

MAX FACTOR USING MAKEUP EXPERTS, PRODUCT SAMPLING as a new promotional strategy, the Procter & Gamble division said, explaining that personal service and sampling are important to mass market consumers making a purchasing decision. As part of this strategy for Max Factor, the company is initiating a national program to have makeup artists on-site at retail outlets offering makeup tips and helping customers sample and choose products. The firm is also revising its in-store merchandising units to provide point-of-sale brochures with "expert...makeup artist tips" and shade tester bars.
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