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Max Factor "Titanic" fall color collection backed by roughly $8 mil. ad/promo effort.

This article was originally published in The Rose Sheet

Executive Summary

MAX FACTOR "TITANTIC" COLOR STORY BACKED BY ROUGHLY $8 MIL. ad/promo campaign, according to industry sources, and will be promoted via 300 mil. TV and print ad impressions "designed to reach Max Factor's [film] enthusiast target," the company said. The Titanic campaign marks the "heaviest support behind a color promotion undertaken by Max Factor Cosmetics," at three times the average spend on a color story for the brand, the Procter & Gamble division said. Spots for the fall collection, designed by the blockbuster film's Oscar nominated makeup artist Tina Earnshaw, will run in September and October, with additional ads planned depending on the campaign's success, Max Factor added.
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