Visual Strategy Guide Rebranding Project

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VISUAL STRATEGY GUIDE Camila Fernandez

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Contents 01

Our Story About Timeline

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The Future New Mission Who We Were Our Future Audience

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Competitors Current Competitors Adjacent competitors Future Competitors

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Brand Attributes

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About Max Factor was born in Russia and emigrated in 1914 to America, settling in LA to be closer to the budding film industry. Word of Max Factor’s expertise quickly spread and in 1916 he started selling eye shadow and eyebrow pencils. This was the first time such products were available outside the movie industry. Four years later he launched a full range of cosmetics, calling it “make-up” – a phrase he coined His guiding philosophy was that any woman could be glamorous given the right tools and make-up artstry skills.

From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.

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“Beauty is skin deep, what the inside reflects.” ­—Max Factor

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1872

Max Factor is born in Lodz, Russia on 5th August. He begins his journey to define glamour through the decades, with his own hair and beauty goods shop in Razan, Russia.

1920

Max Factor invents the word make-up and introduces Society Make-up to the general public; enabling women to emulate the looks of their favorite movie stars.

1914

Max Factor creates the first make-up for film, Flexible Greasepaint, to make actors appear more human.

1928

Lip Pomade, later called lip gloss, is created by Max Factor to provide a glamorous, glossy appearance to movie actresses’ lips on film.

1918

Max Factor introduces the Colour Harmony principle of make-up.

Make-up shades were coordinated to complement a women’s natural complexion, eye, and hair coloring.

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Max Factor builds a Beauty Calibrator to measure the dimensions of a person’s facial structure to within 1/100th of an inch. This helps determine how to use shading.

1935

Pan-Cake Make-up is developed to meet the requirements of color film, to provide a natural complexion in films.

1938

Max Factor dies age 66. His son, Francis takes on the name Max Factor, Jr. He had his father’s gift as a creative make-up artist so this is a natural step.

1940

Tru-Color lipstick is developed by Max Factor, Jr. The lipstick offered a high degree of indelibility, and maintained its true color without irritating skin.

1953

Creme Puff Make-up is introduced, the first all-in-one blend of creamy make-up base and powder.

2025

A new start. Max Factor’s rebrand is launched with a new identity, mission and vision.

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New Mission To prepare and provide a stage for women and find different avenues that can attend to women’s confidence and empowerment.

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Who We Were Previously Max Factor has focused on providing and preparing women for stage in a visual manner, providing them with the tools to enhance their beauty and achieve the glamorous appearance they strive for.

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Our Future Max Factor seeks to pursue and promote women empowerment by providing a stage for women as well as preparing them for it from an entrepreneurial stand point.

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Audience In the following I will introduce you to the brand’s personas. These personas are generated with the idea to study and determine the target audience of a brand. Each persona is fictitious but represents and helps understand the customers of the brand, their needs and wants so designers can visually and purposefully deliver results.

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Tyra Martin

As a teenager, Tana struggles with her confidence. She knows there is potential in her, she just needs guidance to build her character

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Ethnographic Traits She needs to use her time more effectively because social media has too much influence over her She needs to learn how to manage her time because her extracurricular activities take up a lot of her time Needs help with her tone and speech because she can be a bit shy at times She wants assistance with her resume because she knows she will be applying for part time jobs soon Likes to partake and feel included in activities as it helps her network She feels unsure of her abilities because she is still learning a lot about herself She is unsure about a lot of the changes on her body because of her young age and all the influence from social media The Struggling Teenager Age

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Occupation

High School Student

Location

Tampa, Fl

Versatile

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Ambitious

Confident

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Amara Puri

As a mother of two females Amara often is in the hunt for new resources that can help her daughters

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Ethnographic Traits She seeks to promote women empowerment because she has seen how teamwork work to her overall benefit She strives to teach her daughters how to be independent because she had to do it her whole life as a single mom She wants her daughters to achieve greatness because they have various talents that can be explored Because of her busy schedule, she struggles to teach her daughters various things that she considers necessary She worries about her daughters insecurities because she has experienced them before in her young adulthood She would like her daughters to study different disciplines to enforce their entrepreneurial skills She worries about her daughters because she wants them to conquer their insecurities

The Caring Mother Age

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Occupation

Tennis Coach

Location

Denver, CO

Versatile

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Ambitious

Confident

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Giovanna Ramirez

As a fitness and health coach, Giovanna seeks for empowering approaches to help her performance and overall motivation.

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Ethnographic Traits She seeks programs and activities because she likes to promote herself in a social environment She seeks female examples because they motivate and empower her She likes to listen to other women because it adds to her life experience and knowledge She likes to interact with other women because it helps her build stronger connections with her clients She enjoys the idea of making the most out of her physical, emotional and mental health as it boosts confidence She likes to listen to advice from other women because she wants to start her own business soon She struggles a bit with her financial habits because she doesn’t know how to manage her budget efficiently

The Fitness Guru Age

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Occupation

Health and Fitness Coach

Location

New Jersey, NJ

Versatile

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Ambitious

Confident

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Anika Kim

As a college student Anika often seeks feminine services and products that can fit her budget but also make her feel comfortable but also confident with herself.

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Ethnographic Traits She enjoys being active and engaged with her community because it brings her a sense of teamwork She enjoys making the most out of her physical, emotional and mental health because it boosts her confidence She feels insecure about job hunting because she has never had a job before She seeks advice from other women because she believes in communication She wants advice about her career and how to present herself because she is graduating soon She wants to learn from female CEO’s as she aspires to own a business one day She struggles a bit with her financial habits because she doesn’t have time for a full time job and her career takes up a lot of her income The College Student Age

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Occupation

College Student

Location

Flagstaff, AZ

Versatile

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Ambitious

Confident

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Korina Patel

As a CEO Korina likes to exchange knowledge with other business women to further help and empower one another

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Ethnographic Traits She seeks advice from other women because she believes in communication She enjoys interacting with other business pioneers because she has a lot of knowledge to share She often seeks different avenues to motivation because her hectic schedule can become exhausting She believes presentation and punctuality are the essential because they show responsibility and capability She enjoys making the most out of her physical, emotional and mental health because it boosts her confidence She believes women are unprepared for work due to lack of experience She believes women empowerment is not stressed enough because of the gender differences still present to this day The Business Woman Age

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Occupation

CEO

Location

Salt Lake City, UT

Versatile

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Ambitious

Confident

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Lorenzo Portillo

Lorenzo has seen his wife grow and struggle throughout the years and is often seeking opportunities to help her build her confidence and facilitate daily life

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Ethnographic Traits He encourages women empowerment because he sees the struggles women go through on a daily basis He believes his wife benefits from other women’s advice since they are both young and their relationship is growing He enjoys his wife’s confidence to be boosted as it benefits them as a couple He seeks opportunities for his wife because he enjoys supporting her goals He thinks it is essential for the both of them to support each other because motivation can be an issue sometimes He believes many women are unprepared for the real world due to lack of experience and he is concerned Growing up with sisters helped his perspective about women because he compared his opportunities to theirs The Caring Husband Age

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Occupation

Architect

Location

San Francisco, CA

Versatile

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Ambitious

Confident

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Fatima Camara

As a grandmother, Fatima wants her granddaughters to receive etiquette lessons and learn how to be good housewives for future purposes

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Ethnographic Traits She believes catholic schools are essential because they build a good foundation for women She wants her granddaughters to be ready for marriage at a younger age She is very conservative because of the time and household she was raised in She prioritizes religion above all things because it has been the main guidance in her life She does not support social media because she believes in doing things more traditionally She considers the media to be a negative influence only because she has never made use of it but has heard negative experiences about it She doesn’t believe in modern clothing, she believes a more traditional approach is more likely to bring success to a woman’s career

The Conservative Grandma Age

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Occupation

Retired Nurse

Location

Atlanta, GA

Versatile

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Ambitious

Confident

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Paul Larsen

Paul considers gender equality and women empowerment to be interesting topics and he supports the overall idea of them, however is not all too well informed to have much of an impact in the cause

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Ambitious

Ethnographic Traits His life priorities begin with his career because he is at the peak of his career Although he cares about women empowerment he is not highly invested in the topic because he cannot relate to many things He does not care about presentation because of his career path that allows for more versatility He does not encourage the overall idea of college or university because he believes he didn’t benefit much from it He believes in having an active present in social media because it helps him promote himself and the band overall, He is not too concerned with criticism as he has a less sensitive approach to negative commentary He stays updated of things in his dream career because he knows he is at the peak age to make his dream true

The Band Drummer Age

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Occupation

Band Drummer

Location

Las Vegas, NV

Versatile

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Confident

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Competitors In the following, I will show Max factor’s current competition, meaning other makeup brands within the same price range and target markets.

Following I will list the brand’s adjacent competitors, which are those that sell products similar to it but not exactly the same. In this case, it would be for example beauty products that are not necessarily makeup Finally, I will introduce the brand’s future competitors. These competitors are brand’s that will share the brand soul, however, reflect the rebranding and new mission.

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Maybelline New York is the number one global cosmetics brand and is available in over 129 countries worldwide.

Bourjois epitomises Parisian beauty and the enjoyment of makeup.

Revlon, Inc. manufactures and sells beauty and personal care products.

Almay: effortless, clean, hypoallergenic makeup with nothing to hide.

Current Competitors Max Factor’s current competitors are those that sell makeup products for an affordable price. These brands can often be found in shopper centers and other major retail brand stores.

However, Max Factor is different in that the brand’s soul is inspired by the idea of preparing women for stage and providing it.

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Neutrogena brand offers a wide range of skin and hair care products.

The L’Oréal Paris Brand Division of L’Oréal USA, Inc. is a total beauty care company

Covergirl, a cosmetics category leader, celebrates authenticity, diversity and self-expression through makeup.

Hardy Candy cosmetics. For eyes, serious sparkle, fatten your flutter, flaunt, flare, be fun.

Inglot Cosmetics is a Polish cosmetics company headquartered in Przemyśl, south-eastern Poland, specializing in manufacturing of makeup

Borghese combines traditions of classic Italian beauty and modern sensibility.

Explore our makeup, skincare, and iconic Fango mud masks

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Bath & Body Works for the best home fragrance, gifts, body & bath products

Skincare, Body Care, And Hand Care Products & Treatments

Lush produces a wide range of cosmetics and personal care products, all of which are made vegetarian or vegan.

Victoria’s Secret is an American lingerie, clothing, and beauty retailer known for high visibility marketing and branding

Adjacent Competitors Max Factor’s adjacent competitors are those related but that don’t produce exactly the same products.

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TRESemmé is dedicated to creating hair care and styling products that are salon quality without the salon price.

Suave represents more than 100 products including shampoo, lotions, soaps and deodorant.

Topshop is a British multinational fashion retailing women’s clothing, makeup and accessories.

Shein is a fast fashion e-commerce platform. The company focuses on women’s wear, but it also offers men’s apparel, children’s clothes, accessories, shoes, bags and other fashion items

Forever 21, Inc. operates as a fashion retailer of women’s, men’s, and kids clothing.

Pandora is a Danish jewellery manufacturer and retailer founded in 1982

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Fabletics is an American online subscription retailer that sells both men’s and women’s sportswear, footwear and accessories, commonly referred to as “athleisure”.

Winning by Design follows a customer centric process to help clients design, build, and scale their sales teams.

This course gives you the human relations skills to thrive in any setting.

Discover how to form closer, more rewarding relationships built on trust and respect.

Mind Gym transforms the performance of people at work by changing how they think, feel and behave every day.

Future Competitors Max Factor’s future competitors after the rebrand, are competitors that aspire and contribute to women empowerment as well as attend or share common goals with the soul of Max Factor as a brand.

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SmartBug Media is a nationally recognized inbound marketing agency and HubSpot Diamond Partner.

Meet up is a social network that facilitates offline group meetings in various locations around the world. The platform allows members to join groups unified by a common interest, such as politics, books, health, pets, careers or hobbies.

Cognician provides digital coaching that drives performance in the moment of need

PMI. We advance careers, improve organizational success and further mature the profession of project

LinkedIn is an online platform that connects the world’s professionals. A complete LinkedIn profile will summa-

management

rize your professional experience to your connections, current and future employers, and recruiters.

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Helping organizations to drive revenue and build the sales infrastructure based on your business goals, values, products and ideas is our passion.

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Brand Attributes Positive

Negative

Fun

Superficial

Creative

Vain

Feminine

Physical

Versatile

Expectations

Spotlight

Perfection

Neutral

Hopes

Beauty

Empowering

Industry

Focused

Performance

Ambitious

Applying

Motivating

Risks

Engaging

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Designed by Camila Fernandez GR604 The Nature of Identity Instructor Hunter Wimmer Photo & Text Credit unsplash.com maxfactor.com Typography Proxima Nova Adobe Garamond

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