Visual Strategy Guide
Visual Strategy Guide
Contents
01 HERITAGE 06 Brand History 10 Timeline
02 BRAND FUTURE 14 16 22 34
Mission Statement Keywords Audience Visualization
03 COMPETITION 42 Current Competitors 44 Adjacent Competitors 46 Aspirational Competitors
01 THE HERITAGE
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06–09 10–11
Brand History Timeline
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M A X FAC T O R
V I S UA L S T R AT E G Y GU I D E
H E R I TAG E
Brand History
Max Factor is a cosmetics brand which was well-known as movie makeup for actors and actress in the Hollywood motion picture industry. In1914, Max Factor created pefected cosmetic product for movie stars, and he became the authority on cosmetics in film-making. By 1914 he had perfected his first cosmetic product. With this major achievement to his credit, Max Factor became the authority on cosmetics in film-making. Soon movie stars were eager to sample his “f lexible greasepaint”. In the early years of the business Factor personally applied his products to actors and actresses. He developed a reputation for being able to customize makeup to present actors and actresses in the best possible light on screen. By the 1920s Max Factor was becoming known outside of the film community, which led to the company in the early 1930s developing an in-house public relations department.
Mr. Max Factor was a Russian émigré who made a name for himself as Golden Hollywood’s leading make-up artist. He created looks for some of the 20th century’s biggest screen icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. But his passion didn’t stop with celebrities; Max Factor believed glamour should be within reach of all women. So he began making innovative products that everyday women could transform themselves with. He created the first mascara wand, the first foundation, and coined the term “make-up”. And now, Max Factor became a cosmetics brand that everyone can afford. It provides makeup products and its target audience are mostly women.
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V I S UA L S T R AT E G Y GU I D E
H E R I TAG E
Glamour isn’t something you born with, it’s something you create. — Maksymilian Faktorowicz
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Timeline
1872
1928
1932
Max Factor begins his journey to define glamour through the decades, with his own hair and beauty goods shop in Razan, Russia.
Lip Pomade, later called lip gloss, is created by Max Factor to provide a glamorous, glossy appearance to movie actresses’ lips on film.
Max Factor builds a Beauty Calibrator to measure the dimensions of a person’s facial structure.
1872
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.
1914 When Max Factor creates the first make-up for film, Flexible Greasepaint, to make actors appear more human.
H E R I TAG E
1947
1958
Pan-Stik make-up was introduced by Max Factor after years of testing in the Hollywood laboratories.
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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Today
1955 Hi-Fi fluid make-up was introduced to the retail trade as a result of research the Max Factor Company had done for color television. The Hi-Fi range featured bright colors for cheeks, lips and eyes and was created for a ‘glowing’ look.
1940
1984
Tru-Color lipstick is developed by Max Factor, Jr. The lipstick offered a high degree of indelibility, and maintained its true color without irritating the skin.
Max Factor Museum opens in former Max Factor Hollywood Make-up Studio at 1666 N. Highland Ave.
02 THE BRAND FUTURE
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14–15 Mission Statement 16–21 Keywords 22–31 Personas 34–37 Visualization
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V I S UA L S T R AT E G Y GU I D E
BR AND FUTURE
New Mission Max Factor guides people toward radiant confidence and full potential at all stages of life.
Max Factor will go beyond creating cosmetic product, and expand on its confident transformation. We will take a holistic approach to beauty. This will not only focus on outside beauty, but also making yourself feel confident. There is potential for expansion in educational, experiential and service opportunities that for people from all stage of life with the power of speaking up with their own voice. It can also partner with various organizations to further empower people to believe they can be more than who they are, in order to support their professional development.
Brand Soul Becoming confident through radiant transformation.
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Keywords 01
Confident To believe yourself, to express yourself confidently.
BR AND FUTURE
Being glamorous is about strength and confidence. — Catherine Zetajones
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Keywords 02
Radiant Your full potential can be something that makes you radiant.
V I S UA L S T R AT E G Y GU I D E
BR AND FUTURE
Glamour is about remaining graceful and understated. — Kate Winslet
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Keywords 03
Transformation Max Factor inspires people to believe they can change to be glamorous through transformation.
BR AND FUTURE
Each tiny effort builds on the next, so that brick by brick, magnificent things can be created. — Robin Sharma
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Audience Spectrum Identify potential audience who can help develop a better understanding of the brand.
Persona’s behavior and attitude follow the brand soul and mission statement. Here are six audiences for Max Factor. These six people are Max Factor’s audience because they lacks self confident in different ways. They have potential to build up their confidence. Two others are confident and satisfied with their life, which is not Max Factor’s audience. For Max Factor’s audience, they are men and women of all ages who have passion about what they want to do and believe they can be more than who they are.
V I S UA L S T R AT E G Y GU I D E
BR AND FUTURE
Audience
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5 Non-Audience
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1. Tiffany Willis 2. Jessica Lee 3. Danzel Adam 4. Maria Flores 5. Alex Hugh 6. Anika Joshi
7. Rebecca Lauren 8. Allen Cook
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V I S UA L S T R AT E G Y GU I D E
High School Student
Tiffany Willis AGE 19, Female England
Tiffany goes to a private high school where everybody is studying very hard. Her parents want her to have good grades and apply for a great college. She is working very hard to keep up with her classmates, causing a great deal of stress. She volunteers at a community center during the summer. She found that helping people is meaningful for her. She likes taking photos. She can always find interesting angles to photograph everyday things. She also likes sharing the photos she took on her social media. Her parents love traveling and they take her with them often. They think it is important to take her to new places and learn about different cultures. They have been to many places in the United States. She likes hiking with her friends, especially in oceanside mountains. The tranquil beauty of nature there can always calm her down. She likes reading books because reading can enrich her knowledge and help critical thinking.
BR AND FUTURE
Banker
Jessica Lee AGE 43, Female Hong Kong, China
Jessica and her husband moved to work in the U.S. five years ago. She became a banker three years ago. She started to feel bored at this job, so she is planning to transfer. She has two younger sisters who always talk to her about their difficulty with life and relationship. She has always been the mature big sister. She loves reading psychological books and articles. She has many ideas on how to overcome hard times, so she can always be a good listener and advisor. She wants to share her ideas and help people become confident. She thought maybe she can start a blog online. She started to make some videos and post them on social media. She talked to her parents about becoming a Youtuber, but they don’t quite understand. They just want her to have a stable job.
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Jewelry designer
Maria Flores AGE 35, Female San Diego, CA
Maria is a jewelry designer for a fashion company. Her design is unique and beautiful because she always got inspiration her hometown and Mexican culture. She lacked of confidence when she was a child because she couldn’t get good grades in school. She never felt confident until she discovered what she is really good at—designing jewelry. She has two daughters. Their personalities are totally opposites, but she always encourage them to be themselves. Her husband works at a museum. She goes to the museum often, and she love seeing those paintings and sculptures. She love colorful painting and she is sensitive to colors. She can create harmonious color palettes.
BR AND FUTURE
College Student
Danzel Adam AGE 26, Male Chicago, IL
Denzel is a college student studying music production. He has been sensitive to music since he was a child. He was not born in a wealthy family, so he had to work for tuition. He plays the guitar, he practices daily. He has been going to dance class since 12. He is very into dancing and also practices that daily. He teaches dance at a music studio. He can practice and earn money for this tuition at the same time. He also works at a night club with good music. He can enjoy music and try to get inspiration for his own personal projects. His sister think he has potential in the music area. He always got support from his sister when he feels lost.
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Project manager
Alex Hugh AGE 57, Male New York, NY
Alex works as a project manager at a technology company. He has a busy schedule. He has to do product research from all over the world, and he travels for business every month. He has a lovely daughter who is in high school. He cares about her very much, and he noticed she is very shy at school. His daughter goes to a private school, and she is surrounding by many wealthy classmates. She feels like an outsider and is always upset because of this. His daughter love painting since she was a little girl. He is very proud of her art works. He likes collecting artwork to inspire his daughter’s creativity. He wants to let his daughter know that she is special and full of talent. He wants her to be more confident.
BR AND FUTURE
Children Educator
Anika Joshi AGE 27, Female India
Anika is working at a children’s museum. Her favorite part of the job is being able to work with children everyday and guide them, teach them in the learning process. She became a mother one year ago. She has lovely twin daughters. Her husband love children too. They are thinking of adopting another kid from the orphanage because they want to help more children in the world to lead a happy life. She is very active and outgoing. She has a lot of friends, and she likes sharing and exchanging ideas of how to educate children. She used to volunteer all around the world at orphanages during her vacation time. She no longer has the spare time because her first priority is to take care of her daughters. She believes that beauty is not only shown in a person’s appearance, inner beauty is important too.
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Family Doctor
Rebecca Lauren AGE 48, Female San Francisco, CA
Rebecca is an assistant in a family doctor’s clinic. She like her job and work hard. She is a mother of two sons. One of them goes to the college, the other is a fifth grade student. She lives with her parents and her sisters because she can’t afford a house in San Francisco. Living in SF is convenient for her to work. She is satisfied with her life right now because her schedule allows her to take care of their sons. She is a anti-social person, but she think it’s fine because her husband can be a good friend to talk to. She always support her family. Family is her everything. She is saving money and planing to take vacation for a family trip next month.
BR AND FUTURE
Engineer
Allen Cook AGE 35, Male Austin, TX
Allen works for a communications company as a software engineer, which require him has f lexible schedule to finish his work. He drives to work, and he usually goes to work very early and gets off early to avoiding the traffic. He is very busy. Sometimes he has to work on weekends. He is trying to manage time properly and improve the efficiency to get more things done. He doesn’t like going out. Instead, he likes staying home all day and playing with his cat. He enjoy playing video games. It could release his stress. He feels comfortable being alone. He usually eating by himself. He has a happy family, he goes back to visit his parents every Christmas.
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BR AND FUTURE
Glamour comes from within. My beauty regime begins with my personality. — Barry Humphrise
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MaxFctor
BR AND FUTURE
Previous Look
In the original Max Factor targets at stage cosmetics form the beginning. It specializes in creating glamorous looking for celebrities in filmmaking. It was an advanced chemical invention that not everybody can use it. It created glamorous, elegant and extremely attractive for movie stars. But the brand fell into the essence of faux-glamour, which went off their original path.
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MaxFactor
BR AND FUTURE
New Look
For the new Max Factor, the re-branding proposes a repositioning the focus from only appearance to new conceptualized beauty—A holistic view on attraction of mind, body and spirit. The new visual will emphasize on showing the pictures of individual confident faces with Independent, sophisticated, intelligent, ambitious and positive attitude towards life.
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03 COMPETITION
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42–43 Current Competitors 44–45 Adjacent Competitors 46–47 Aspirational Competitors
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COMPETITION
Competition Competition analysis is necessary to achieve success.
Analyzing current competitors and future competitors plays an important role in shaping the marketing strategies of brands. Knowing the difference between Max Factor and any other brans is very important for developing a successful brand visual identity. For Max Factor’s competitors, the current competitors for Max Factor are makeup brands that provide beauty products. The adjacent competitors are brands also doing products that make people more glamorous and confident. The aspirational competitors are companies and organization that focus on improving confidence and their full potential from inside to outside to be glamorous.
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M A X FAC T O R
Affordable makeup brands
Professional makeup brands
Skincare brands
V I S UA L S T R AT E G Y GU I D E
COMPETITION
Current Competitors Current competitors for Max Factor are makeup brands that provide beauty products.
CoverGirl CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company.
Make Up For Ever Make Up For Ever is a French cosmetics brand. It was created in 1984 by make-up artist Dany Sanz.
Revlon Revlon, Inc. is an American multinational cosmetics, skin care, fragrance, and personal care company founded in 1932 and based in New York City.
Charlotte Tilbury Charlotte Tilbury is a British make-up artist, founder and creative director of her eponymous beauty and skin care brand, Charlotte Tilbury Beauty Ltd.
Colourpop ColourPop is a American cosmetics brand base in Los Angels. Founded in 2014 by Seed Beauty mainly focus on makeup products.
Urban Decay Urban Decay, an American cosmetics brand headquartered in Newport Beach, California. Products include lip, eye, and nail colors, as well as other face and body products.
Maybelline Maybelline, branded as Maybelline New York, is a major American makeup brand. MAC Cosmetics MAC Cosmetics, is a cosmetics manufacturer founded in Toronto in 1984 by Frank Toskan and Frank Angelo. MAC is an abbreviation for Make-up Art Cosmetics.
Neutrogena Neutrogena is an American brand of skin care, hair care and cosmetics, that is headquartered in Los Angeles, California. Origins Origins is a cosmetics brand from the US, founded in 1990 by Leonard Lauder, son of EstĂŠe Lauder.
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M A X FAC T O R
Fashion
Clothing
Fragrance and body care
Jewelry
Skin care
V I S UA L S T R AT E G Y GU I D E
COMPETITION
Adjacent Competitors Max Factor’s adjacent competitors are brands also doing products that make people more glamorous and confident.
Gucci Gucci is an Italian luxury brand for fashion and leather goods, part of the Gucci Group, which is owned by the French holding companyKering.
L’Occitane L’Occitane en Provence and commonly known as L’Occitane, is an international retailer of body, face, fragrances and home products based in Manosque, France.
Chanel Chanel S.A. is a high fashion house that specializes in haute couture and ready-towear clothes, luxury goods, and fashion accessories
Tiffany&Co Tiffany & Company is an American luxury jewelry and specialty retailer sells jewelry, sterling silver, china, crystal, stationery, fragrances, water bottles, watches, personal accessories, as well as some leather goods.
Victoria’s Secret Victoria’s Secret is an American designer, manufacturer, and marketer of women’s lingerie, womenswear, and beauty products. The company is now the largest American retailer of women’s lingerie. Madewell Madewell is an American company that has made Jeans since 1937. The clothing is now specifically designed for women. Jo Malone Jo Malone London is a British perfume and scented candle brand, founded by Jo Malone in 1983. The brand is known for its expensive perfumes, luxury candles, bath products, and room scents.
Daniel Wellington Daniel Wellington is a Swedish watch company, founded in 2011 by Filip Tysander. Kiehl’s Kiehl’s is an American cosmetics brand retailer that specializes in premium skin, hair, and body care products. Glossier Glossier is an American cosmetics founded by Emily Weiss, with products invented to bring radiant, dewy skin before reaching for makeup.
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M A X FAC T O R
Museum
Knowledge and ideas sharing
Social Media
Fitness
Lifestyle and mind
V I S UA L S T R AT E G Y GU I D E
COMPETITION
Aspirational Competitors The aspirational competitors are companies and organization that focus on improving confidence and their full potential from inside to outside to be glamorous.
Color Factory Color Factory is a Pop-Up Experience in San Francisco. This two-story interactive exhibition celebrates color and material, featuring work by some artists and collaborators.
Skillshare Skillshare is an online learning community for creators. The main course categories are creative arts, design, entrepreneurship, lifestyle, technology, and many more subtopics.
The Exploratorium The Exploratorium is a museum in San Francisco that allows visitors to explore the world through science, art, and human perception.
Nike Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.
TED TED is a media organization which posts talks online for free distribution. TED’s early emphasis was technology and design, consistent with its Silicon Valley origins, but it has since broadened its focus to include talks on many scientific, cultural, and academic topics.
Fitbit Fitbit is an American company known for its products which are activity trackers, wirelessenabled wearable technology devices.
Linkedin LinkedIn is a business and employment-oriented service that operates via websites and mobile apps.
The Chopra Center The Chopra Center, founded in 1996 by Deepak Chopra, M.D. and David Simon, M.D., is the premier provider of experiences, education, teacher trainings and products that improve the health and well-being of body, mind and spirit.
Meetup Meetup operates as a website providing membership software, allowing its users to schedule events using a common platform.
Kinfolk Kinfolk is an independent slow life-style magazine, published by Ouur. It is based in Copenhagen, Denmark.
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COMPETITION
Glamour isn’t about age or size, you don’t have to be pretty to have it, anyone can create it. — Dita Van Teese
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Design Yingjing Lao Typography Lato Joanna Instructor Hunter Wimmer GR604 Nature of Identity Spring 2018 Sources maxfactor.com/int/our-story/our-heritage en.wikipedia.org/wiki/Max_Factor www.upslapsh.com google.com/imghp
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