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P&G MAX Factor Restage Aims To Modernize 100-Year Old Brand

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble is relaunching its MAX Factor cosmetics brand this spring with new products, packaging and an advertising campaign starring actress Carmen Electra as part of an effort to modernize the 100-year old brand. The firm unveiled the new look during a Jan. 31 press event in New York City

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MAX Factor: MAXWear Double-Ended Lipcolor offers "highlight and lowlight layers that create beautiful, luminous lips," according to Procter & Gamble. Lowlight formula "gives depth of color," while highlight provides shimmer, firm adds. Retailing for $9.50, lip color will come in 26 shades inspired by runway fashion, including Opal Luminosity, Red Appletine, Topaz Tonic and Retro Raven, company notes. MAX Factor also is introducing Lash Perfection Waterproof Mascara in Rich Black and Black Brown for $7.75. Lip color and mascara will be in mass market doors in July. P&G recently unveiled a new "fashion-forward" image and positioning for MAX Factor, including a revamped ad campaign featuring Carmen Electra (1"The Rose Sheet" Feb. 6, 2006, p. 5)...

Summer Color In Brief

MAX Factor: MAXWear Double-Ended Lipcolor offers "highlight and lowlight layers that create beautiful, luminous lips," according to Procter & Gamble. Lowlight formula "gives depth of color," while highlight provides shimmer, firm adds. Retailing for $9.50, lip color will come in 26 shades inspired by runway fashion, including Opal Luminosity, Red Appletine, Topaz Tonic and Retro Raven, company notes. MAX Factor also is introducing Lash Perfection Waterproof Mascara in Rich Black and Black Brown for $7.75. Lip color and mascara will be in mass market doors in July. P&G recently unveiled a new "fashion-forward" image and positioning for MAX Factor, including a revamped ad campaign featuring Carmen Electra (1"The Rose Sheet" Feb. 6, 2006, p. 5)...

Marketing In Brief

Calvin Klein fragrance: Limited-edition ck One scene is a unisex scent that "energizes yet comforts," according to Unilever Cosmetics International. On counters in November, scene contains top notes of mandarin, ylang and ginger root, which blend to rosewood, ginger softact and muguet. Drydown includes musk, amberwoods and vanilla amber. Scent will be available in a 3.4 oz. edt spray for $40, as well as body wash ($15) and moisturizer ($20). The juice will be housed in cK's traditional flask-shaped bottle but will feature images of individuals and couples, "creating an eye-catching bodies-in-motion effect," Unilever says...

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