Brand Revive of Max Factor in the US

A brand Revive for Max Factor in the US.

Key Brand Issue

Proctor & Gamble put all efforts into making CoverGirl successful
Max Factor always reinvented their makeup to accommodate film needs
Low awareness (out of mind, out of sight)
Lack of clear understanding of the brand; confusion
Brand Positioning: The “makeup for makeup artists,” alienates consumers.
Seen as complicated, hard to use.
Consumers in the U.S. market are going toward more of an effortless, flawless look, which is what most of Max Factor’s competitors are selling

Current Target Demographic

Max Factor has pulled all of it’s products from the United States because of declining sales, the focus will not be on the target consumer in the United States but rather Max Factor’s target consumer in it’s other markets.
Max Factor’s current target demographic is women between the ages of 20-45 who have a middle-level income and are looking for quality in makeup at an affordable price.
Max Factor positions themselves as Hollywood glamour and high-fashion brought to you at affordable prices; their target consumer will also have a high interest in makeup artistry.

Key Competitors

CoverGirl
Loreal Paris

SWOT Analysis

Strength

P&G brand umbrella ($$$)
Rich history in makeup artistry and innovation
Priced competitively

Weakness

Their brand position is alienating the market in the U.S.
Second in the market to L’oreal, whose sales are increasing
Covergirl in the U.S. is already popular
Seen as cheap and overdone, “hipstery”

Opportunities

Consider other markets
Competitive prices for many consumers who are on a budget because of the economy

Threats

“Natural-makeup,” no-makeup,
Makeup look trend
Consumers weary of ingredients in products

Creative History

Celebrity Endorsements
- Ava Gardner, Jean Harlow, Marlene Dietrich, Judy Garland, Jaclyn Smith, Carmen Electra, Gwyneth Paltrow, etc.
Hollywood Glamour
“Make-up for Make-Up Artists”
Clean Packaging
Trendy

Ads

Logos

Retail

Brand Promise

“We believe that with the right products and make-up artistry skills any woman can be glamorous.”

Brand Assessment

1. Claims to be the make-up for makeup artists; however, consumers aren’t makeup artists.

2. Make-up for Hollywood glamour, but consumers want a natural look.

3. Consumers are disappointed by over promise.

Qualitative Research Methodology

Participants

25-34 years old
Female
College Educated
Student or Career
Busy lifestyles
Makeup Enthusiasts

Methodology

2 Expert Interviews
Brand Party
Video Auto-Ethnography
Shop-Along
Consumer Review

Insights

Paradox: Max Factor is supposed to be glamorous (Marilyn advertising), but it’s seen as cheap and old-fashioned.
Paradox: High price point for drug store but looks cheap.
Paradox: Women want variety (gradients), but Max Factor doesn’t have a large selection.
But: Packaging looks cheap, but its actually good quality makeup.

Consumer Persona

makeup enthusiast
doesn’t mind “heavy makeup”
experiential
ok with “higher” price point
“luxury brand”
25-35 years old, salary, <50K
fashionable, trendy (socialites)
career oriented, busy (no touch-ups)
early majority (Diffusion of Innovations)

Brief Brief (R/GA)

Campaign #Everyday Glamour

Distribution

Design > Package redesign
Product Distribution > Sephora, Ulta, Online
Awareness & Advertising
Print
Social
YouTube >> YouTube celebrity endorsers
Instagram >> Mini promo clips from blogger videos
Facebook, Twitter, Pinterest >> Drive to YouTube
Commercials >> YouTube & mini Instagram commercials

Package Redesign

In redesigning the packaging, we wanted to keep with a simple and chic design. We kept the classic Max Factor colors of black and gold, but gave it an edgier feel. We took out the tagline since most make up enthusiasts are high contextual leaning to more visual appealing products rather than relying on copy. We also took out the catch phrase since we wanted to move Max Factor out of drug stores and into being a luxury brand.

Magazines

We used a a very minimalist design with only the packaging display on top of the face of well known YouTube make up celebrities. These celebrities include Tanya Burr, Jaclyn Hill, Chloe Morella, and others. Our consumers aren’t make up artists, but make up enthusiasts just like the YouTube celebrities. The consumers not only love make up, but are experiential with their make up. They love watching these YouTube celebrities and even idolize them which makes Burr, Hill, and Morella excellent faces of the new Max Factor.

Tanya Burr Print Ad

Tanya Burr Magazine Print Mock Up

Jaclyn Hill Print Ad

Jaclyn Hill Magazine Print Mock Up

Social Media

Since most of the consumers use social media including Instragram, Twitter, and YouTube to follow new make up trends, celebrities, and fashion blogs it only makes sense to use these to our advantage in reachability. Youtube will have Max Factor tutorials with the YouTube celebrity endorsements giving Max Factor a relevancy in the mind of consumer.