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Max Factor Visual Strategy Guide
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Max Factor Visual Strategy Guide
TABLE OF CONTENTS
01 BRAND OVERVIEW
10-15
02 NEW MAX FACTOR
16-23
03 PERSONA
24-33
04 COMPETITION
34-43
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BRAND OVERVIEW
"You are not born glamorous. Glamour is created." – Max Factor Make-up artist Founder of Max Factor Cosmetics
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BRAND OVERVIEW
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BRAND OVERVIEW
This section will go over the history of the Max Factor
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Brand History Max Factor is a series of cosmetics of Coty, Inc., founded in 1909 by Maksymilian Faktorowicz, a beautician from Poland. Max Factor is considered the originator of modern cosmetics. In the early days, he innovated many products and promoted cosmetics. He helped Hollywood actresses design many classic makeup looks that made him famous in Hollywood such as Marilyn Monroe, Catherine Hepburn, Rita Hayworth and Betty Davis. In order to add a little glamour to the lives of real women, he launched a series of cosmetics and called them “make-up”-a
phrase he coined. By the early 1920s, Factor was on a path to spreading the message that, given the right tools and makeup artistry skills, any women could achieve movie-star glamour, and this legacy continues today. In short, Max Factor has always been a pioneer in the makeup industry. Max Factor puts the transformative tools of makeup art in the hands of every woman, enabling her to maximize her unique potential.
BRAND OVERVIEW
Never abiding by the status quo, Max Factor challenged the norm that makeup was not for all women.
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MAX FACTOR MAX FACTOR
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VISUAL STRATEGY GUIDES VISUAL STANDARDS GUIDES
1920
1914 1872 Max Factor is born in Lodz, Russia (now part of Poland) on 5th August. 1914 Max Factor created the first make-up for film, Flexible Greasepaint, to make actors appear more human rather than terrifying heavy stage greasepaint. 1920 Max Factor invents the word make-up and introduces Society Make-up to the general public. 1928 Lip Pomade, later called lip gloss, is created by Max Factor to provide a glamorous, glossy appearance to movie actresses’ lips on film.
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1928 1932 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 him determine how to use shading to create “the perfect face”. He claims he never found perfection! 1938 Max Factor dies at the age of 66. The family decides his name should live on so 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. 1953 Creme Puff Make-up is introduced, the first all-in-one blend of creamy make-up base and powder.
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1938 Applied with a puff, Creme Puff was applied like powder, but stayed on like cream, and had a smoother look than either. 1954 Erace was introduced to the general public. Originally intended to hide blemishes, lines and shadows from the camera, Erace was the first concealer offered to the retail trade. 1958 Max Factor unveils the Mascara Wand, the first mascara to be applied with a wand from a tube, rather than a picking up the color from a cake with a brush.
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BRAND HISTORY BRAND OVERVIEW
1958
1954
1991
1984
1984 Max Factor Museum opens in former Max Factor Hollywood Make-up Studio at 1666 N. Highland Ave.
1991 Max Factor becomes part of the Procter & Gamble family. 2000 Launching another first; Max Factor introduces 12 hour long-lasting non-transfer lip color, “Lipfinity”. Between 2006 and 2008, one is sold every 9 seconds globally; becoming another iconic innovation.
2004
2000 2004 One of the world’s most influential makeup artists, Pat McGrath is signed as Max Factor Global Creative Design Director. 2010 Max Factor launches Colour Effect Boutique. From nail polish to eye shadows, this is an exciting new exploration into bright colour cosmetics. 2021 Max Factor Future. We give Max Factor a new mission and life, making Max Factor more suitable for today’s society
2021
2010
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NEW MAX FACTOR
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NEW MAX FACTOR
This section will intorduce the New Max Factor concept.
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New Mission Max Factor guides people to be confident and radiant on the stage of life, express themselves and explore their unique potential.
Re-brading Objective We want to encourage women to let them feel their power, so that they can begin to accept and discover themselves. We respect uniqueness and diversity, and encourage our customers to respect and appreciate the things that make themselves and others unique, whether it is
appearance, personality, education, money, social status and background. We encourage customers to find a way to express themselves, be loyal to themselves, and create their own value.
NEW MAX FACTOR
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Keywords
Empowered We empower women to pursue their dreams and enthusiasm to take control of their lives.
Expressive We encourage young women to express themselves and inspire them to explore their unique potential.
Authentic We uphold the values of confidence, self-acceptance and appreciation to encourage women to be loyal to themselves.
NEW MAX FACTOR
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Current Brand grids In the original Max Factor target stage is to create charm specifically for celebrities in film industry,elegent and very attractive but too artificially, limited.
Max Factor
NEW MAX FACTOR
Future Brand grids For the new Max Factor, it is not limited to the conceptual aesthetics of appearance, but also emphasizes encouraging women to be confident, visionary, independent and ambitious on the stage of life.
Max Factor
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PERSONA
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03 PERSONA
This section will describe our persona.
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The top student
Emma Johnson
Female | Age. 20 |High school student Savannah, GA 1.
She studies hard and has excellent grades because she hopes to be admitted to a good university and have a bright future
2. In her spare time, she likes to go to the park to sketch, because she likes the tranquility that painting brings to her. 3. She likes art very much because she is influenced by her parents who are engaged in the art industry. 4. She has a crush on a boy but dare not tell him because she is not confident. 5. She doesn't have many friends because she doesn't like talking and is not good at socializing 6. She likes to learn new things because she thinks it will be very helpful to her future career and life. 7.
Unique Performance Explore
She is at a loss for the future, she doesn't know where to go to university, she doesn't know what major to study, because she is always afraid of choosing the wrong direction.
PERSONA
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The Stay-At-Home Mom
Sarah Davis
Female | Age. 40 | Pastry chef Seattle,WA 1. She runs her own homemade dessert business at home while looking after her children because she wants to share the expenses of the family. 2. Because she has three young children and hopes that they can be independent and successful in the future. So she worked hard to be a good example for the children. 3. She is willing to find cost-effective products and is good at financial management because she manages all the expenses at home. 4. She has a very good relationship with her engineer husband, because they always have open and sincere communication and support each other. 5. She has a lot of housework that makes her very tired, but she is happy to do it because she loves her family. 6. Even if she doesn’t need to go out sometimes, she insists on dressing herself up, because she feels that this can inspire her to be in a good mood. 7. She is very concerned about whether the ingredients of the products are natural and organic, because she pays great attention to health and environmental protection. Unique Performance Explore
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MAX FACTOR
The Fashionista
Eva Nelson
Female | Age. 23 | Editor New york, NY 1. She started working as a part-time blogger when she was in college, because she is very interested in fashion and talented, and she can also make some money from this job. 2. She likes to go to some vintage shops because she pays attention to sustainability and environmental protection. 3. Sometimes she wants more time with her parents because her parents are always busy and she feels neglected. 4. She is very good at communicating with people because she is outgoing and confident. 5. She just graduated and joined a magazine as an editor because she needs work experience. 6. She just graduated and joined a magazine as an editor because she needs work experience. 7. She is willing to learn new things because she thinks it will help her work and growth.
Unique Performance Explore
PERSONA
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Independent entrepreneur
Maria Watson
Female | Age. 38 | Business woman Washington D.C. 1. She is always busy because she is running her own company. 2. She is always motivated by difficult jobs because she l ikes challenges 3. She likes communicate with efficient people because she is a very decisive and intelligent person. 4. Because she always appears in formal occasions and meetings, she believes that a decent appearance can make her more confident and persuasive. 5. Due to too much social interaction at work, she feels a lot of pressure, and she wants a more relaxed social relationship. 6. She feels that she does not have a good work/life balance because she has too many things to deal with. 7. Even if she is busy, she insists on doing some exercise every day because she wants to stay healthy, such as jogging and yoga.
Unique Performance Explore
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Promising composer
Kori Lu
Female | Age. 18 | Student/ Composer Beijing,China 1. She just went to college and chose music production, because she has loved music since she was a child, and she believes that music is her future path. 2. She is very confident, because she has participated in various music performances since she was a child, which has cultivated her self-confidence and performance ability. 3. She feels that her music expresses her truest self, because music allows her to express emotions in an indescribable way. 4. She has a close relationship with her family, and her family makes him feel empowered because her family has been supporting her to do what she likes. 5. She spends some time looking for cost-effective products because she spends a lot of pocket money to collect records. 6. She likes to walk outside because she feels that all kinds of people and things can inspire her. 7. She is not trying to accept anything that changes herself, because she wants to be loyal to herself.
Unique Performance Explore
PERSONA
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The scientist
Amil Patel Male | Age. 29 | scientist Austin TX 1. As a chemist, his main pursuit is to ensure the safety of products. Because he thinks that his family members are also consumers, he feels that he needs to take this responsibility. 2. He has worked in a body/skin care company for many years because he is very professional and has a master’s degree in chemistry. 3. He likes to go shopping with his wife. Because of his professional influence, he always carefully selects and clarifies the ingredients when buying daily necessities. 4. He loves his wife as a middle school teacher and he likes to be with his wife and parents because he thinks family is the most important thing. 5. He has few friends, most of them are alumnis and colleagues, because he focuses on research and rarely socializes. 6. He is curious and likes to try new things. Because he wants to keep learning. 7. He prefers high-quality and organic fruit shops/vegetables because he wants to change his previous habit of eating junk food.
Unique Performance Explore
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MAX FACTOR
Retired employee
Amy Smith
Female | Age. 65 |Accounting Los Angeles, CA
Unique Performance Explore
1.
She has just retired for a while and is a little antsy because she thinks she can create more value instead of resting at home
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She often goes to the farmers market with friends on weekends because she supports sustainability and feels fresh and organic
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She has no children and only two cats to accompany her because she has never been married.
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In her spare time, she likes to write some words because she wants to express herself and her literary talent is very good.
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She has a lot of free time because she has retired.
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She has no confidence in her current situation because she wants to learn more to keep her mind active.
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She wants a flexible part time job because she wants to maintain income.
PERSONA
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Photography studio owner
Kevin Kim
Male | Age. 26 | Photographer Seoul, South Korea 1. He currently owns a photography studio because he is a wellknown local photographer. 2. Although he is a small business owner, but because of his good photography skills, his customers are in an endless stream and his income is considerable. 3. He likes photography because he likes to capture the emotions of people through photography. 4. He is not good at verbal expression because he is quieter. 5. He likes stable and flexible work because he wants to spend more time with his girlfriend.6.She feels that she does not have a good work/life balance because she has too many things to deal with. 6. He is very confident in his current career, because this job is both profitable and his hobby. 7. He is saving money recently and wants to buy financial products because he plans to marry his girlfriend.
Unique Performance Explore
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COMPETITION
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04 COMPETITION
This section will describe our competitor.
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MAX FACTOR
Current Competitors Max Factor’s current competitors are cosmetic brands that provide beauty products.
MAC Cosmetics, stylized as M·A·C, is a Canadian cosmetics manufacturer founded in Toronto in 1984. The MAC AIDS Fund was established in 1994 to support men, women, and children affected by HIV/AIDS globally.
Maybelline is an American multinational cosmetics, skin care, fragrance and personal care company, based in New York City. It was founded in Chicago in 1914. Maybelline is committed to providing good products with affordable price.
Revlon an American multinational cosmetics, skin care, fragrance, and personal care company. Revlon was established in New York City on March 1, 1932Revlon is sold in 150 countries and has many global locations. Revlon has many famous advertisements such as “fire and ice” and “cherries in the snow”
In 1984, Make Up For Ever was created by make-up artist Dany Sanz to offer cosmetic products to professional make-up artists in the fashion and movie industries. Its products is well known for widely used by professional Makeup artist.
Bobbi Brown Cosmetics is a global prestige beauty brand that empowers women to embrace and enhance their individual beauty. Founded in 1991 by makeup artist Bobbi Brown, the brand offers universally flattering products created with uncompromising quality and an intuitive sense of what every woman wants: to look and feel like herself, only prettier and more confident.
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Benefit Cosmetics LLC is a manufacturer of cosmetics founded and headquartered in San Francisco, California selling at over 2,000 counters in more than 30 countries. Benefit opened its first “Brow Bar” (a boutique specializing in brow shaping) in 2003, at Macy’s Union Square, San Francisco
ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 They predominately make products for the eyes, lips, and face. Their brand is known for their affordable pricing and collaborations based on current trends in social media.
e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. It was founded in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses,[ blushes, bronzers, brushes, and mascara, among others. Over half the company’s sales come from its website, which doubles as a social networking site with over two million members NYX Professional Makeup is an American cosmetics company. The company was founded in Los Angeles by Toni Ko in 1999. NYX Professional Makeup is certified and acknowledged by PETA as a cruelty-free brand, and they offer a wide range of vegan-friendly products. NYX products are sold in over 70 countries at thousands of retailers
CoverGirl is an American cosmetics brand founded in Maryland, United States. It was acquired by Procter & Gamble in 1989 and later acquired by Coty, Inc. in 2016.The Noxell Company advertised this cosmetics line by allowing “cover girls”, models, actresses, and singers who appear on the front cover of women’s magazines, to wear its products. CoverGirl primarily provides a wide variety of consumer-grade cosmetics.
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MAX FACTOR
Adjacent Competitors Max Factor’s adjacent competitors are brands also doing body care, clothing,perfume products that help people confident.
Lush Retail Ltd. is a British cosmetics retailer, which is headquartered in Poole, Dorset, United Kingdom. It was founded in 1995 It produces and sells creams, soaps, shampoos, shower gels, lotions, moisturizers, scrubs, masks, and other cosmetics for the face, hair. The organization claims it uses only vegetarian recipes, 85% of which are also vegan.
Jo Malone London is a British perfume and scented candle brand, founded by Jo Malone in 1990. The brand is known for its perfumes, candles, bath products, and room scents.
Creed is a multi-national niche perfume house. Based in Paris, it was originally established and founded in England as a tailoring house in 1760 by James Henry Creed. Creed has stated that it has created perfumes exclusively for celebrities and well-known political figures.
Chanel is a French luxury fashion house that was founded by Coco Chanel in 1910. It focuses on women’s ready-to-wear clothes, luxury goods and accessories. Cosmetics are the most accessible Chanel product, with counters in department stores across the world.
Swarovski is an Austrian producer of glass headquartered in Wattens, Austria, and has existed since its founding in 1895. Swarovski produces products such as glass sculptures, miniature, jewelers, rhinestones, home decor and chandeliers.
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Tiffany is an American luxury jewelry and specialty retailer headquartered in New York City. It sells jewelry, sterling silver, china, crystal, stationery, fragrances, water bottles, watches, personal accessories, and leather goods. Tiffany is known for its luxury goods, particularly its diamond and sterling silver jewelry and for the “Tiffany blue”. Victoria’s Secret is an American lingerie, clothing, and beauty retailer known for high visibility marketing and branding, starting with a popular catalog and followed by an annual fashion show with supermodels dubbed Angels. Victoria’s Secret’s apparel line Pink (stylized PINK), is a lingerie and by, a subsidiary of L Brands, targeting younger women than their main line. The target demographic consists of youth from ages 13 to 22 Saint Laurent is a French luxury fashion house. Founded in 1961, today Saint Laurent markets a range of women’s and men’s ready-to-wear products, leather goods, shoes and jewellery. Yves Saint Laurent also has a presence in the beauty and fragrance market.
Urban Outfitters, is a multinational lifestyle retail corporation headquartered in Philadelphia, Pennsylvania. The Urban Outfitters brand targets young adults with a merchandise mix of women’s and men’s fashion apparel, footwear, beauty and wellness products, accessories, activewear and gear, and housewares, as well as music, primarily vinyl records and cassettes.
Bath & Body Works, LLC. is an American specialty retailer. It was founded in 1990 in New Albany, Ohio. In 1997, it was the largest bath shop chain in the United States of America. Bath and Body Works stocks a wide range of bath and beauty products in the United States. The retail store has products ranging from candles to hand soaps. The products are a part of one of the brand’s main segments, body care, hand soaps and hand sanitizers and home fragrance.
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Aspirational Competitors The aspiration competitors companies and organizations focus on increasing confidence and full potential from inside or outside, including physical and mental.
TED Conferences LLC is an American media organization that posts talks online for free distribution under the slogan “ideas worth spreading“. They address a wide range of topics within the research and practice of science and culture, often through storytelling.[10] The speakers are given a maximum of 18 minutes to present their ideas in the most innovative and engaging ways they can. Lululemon is a Canadian multinational athletic apparel retailer. It was founded in 1998 as a retailer of yoga pants and other yoga wear. Lululemon sells athletic wear including tops, yoga pants, shorts, sweaters, jackets and undergarments, as well as hair accessories, bags, yoga mats, water bottles, and personal care products such as deodorant and dry shampoo.
LA Fitness was founded in 1983 by founder Chinyol Yi. LA Fitness offers high-intensity interval training classes at certain renovated clubs for a separate fee, incorporating heart rate monitors by My zone. LA Fitness launched their new down market Esporta Fitness brand and rebranded several former LA Fitness locations as Esporta Fitness.
Tik Tok is a video-sharing focused social networking service owned by Chinese company ByteDance. It hosts a variety of short-form user videos, from genres like dance, comedy, and education, with durations from 15 seconds to three minutes.
LinkedIn is an American business and employment-oriented online service that operates via websites and mobile apps. the platform is primarily used for professional networking and career development, and allows job seekers to post their resumes and employers to post jobs.
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Pinterest is an American image sharing and social media service designed to enable saving and discovery of information on the internet using images and, on a smaller scale, animated GIFs and videos, in the form of pinboards. The creators behind Pinterest summarized the service as a “catalogue of ideas” that inspires users to “go out and do that thing” Barnes & Noble Booksellers is an American bookseller. Barnes & Noble operates mainly through its Barnes & Noble Booksellers chain of bookstores. Barnes & Noble often publishes and sells books at a lower cost than competitors, and sells lines of inexpensive books like Barnes & Noble Classics and the leather-bound Barnes & Noble Collectible Classics collection which has it has published since 1992 Ellevate Network is a global community of women committed fostering and promoting gender equality in the workplace. The organization provides women and femme-identifying non-binary individuals with a community to lean on and learn from through networking, online and offline education, inspiration, and opportunity. Founded in 1997 to bring high-achieving women in finance together, the network now serves women across industries and around the world.
Udemy is a platform that allows instructors to build online courses on their preferred topics. Using Udemy’s course development tools, they can upload videos, PowerPoint presentations, PDFs, audio, ZIP files and live classes to create courses. Instructors can also engage and interact with users via online discussion boards. Courses are offered across a breadth of categories. Refa is a beauty equipment and skin care company that provides convenient and practical technology to help people become beautiful and save time.
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NEW MAX FACTOR
Brand Attributes
5 words your brand hopes to (or can claim to) “own” Motivating Encouraging Independence Diverse respect Individuality 5 neutral words (description, but not positive or negative) scientific Sincerely Appearance Expressive Affordable
5 relevant/good/positive words Visionary Innovative Pioneer Influential Passionate
5 bankrupt/stale/negative words Quality Beautiful Appearance wasteful hypocritical
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COLOPHON
Designer Yuan (Nicole) Wei Class GR604 Nature Identity Instructor Hunter Wimmer Semester Fall 2021 Typefaces New Century SchoolBook LTD Helvetica
radiant your life. info