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Marketing in Brief: Max Factor

This article was originally published in The Rose Sheet

Executive Summary

Max Factor: Launching waterproof versions of the brand's "best-selling" Stretch and 2000 Calorie Aqua Lash mascaras. Stretch Aqua Lash "stretches the look of lashes" without making "lashes feel stiff and brittle," the Procter & Gamble division said. Waterproof 2000 Calorie Aqua Lash "still `fattens' lashes by 200%" but keeps them "soft and supple," according to Max Factor. The original versions of Stretch and 2000 Calories launched in April 1990 and January 1989, respectively. Both mascaras are available in Rich Black and Dark Brown for $5.15 each. Max Factor Pensilks "resist tugging or pulling around the eye area" and "provide silky smooth application" for a "perfect line every time," Max Factor said. Pensilks are available in six shades, including Sable and Plum Suede, for $5.50 each. All Max Factor products are available in July in mass market outlets...
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