Max Factor
Max Factor is a line of cosmetics from Coty, founded in 1909 as Max Factor & Company by Maksymilian Faktorowicz.[1]
This article is about the brand. For the founder, see Max Factor, Sr. For his son, see Max Factor Jr. For other uses, see Max Factor (disambiguation).Company type
Max Factor specialized in movie make-up. Until its 1973 sale for US$500 million (approximately $3.6 billion in 2017 dollars), Max Factor & Company was owned by several generations of the family, becoming an international company during that time. Procter & Gamble purchased it in 1991.
National distribution[edit]
While Max Factor was satisfied to remain a specialized supplier of products to the film community, his children were convinced they could grow the company into a much larger enterprise. National distribution began in 1927 when Sales Builders, an established distribution company, obtained the rights to advertise, distribute and sell Factor's products.[6] Due to his strong connection with the film industry, Max Factor was able to use celebrity endorsements in advertising. In return for a nominal payment of US$1 to the actor, the advertising would also promote the star's latest film.
Development of Panchromatic[edit]
The introduction of sound-on-film led to the replacement of the old noisy carbon arc lights by tungsten lights, which were less hot and created a softer light. At the same time the orthochromatic film, which until that time had been used by the industry, was replaced by super-sensitive faster Panchromatic film which noticeably darkened skin colors. These developments required six months of intensive development to create make-up compatible with the new environment. Because they had been designed for black and white film the existing products were unsuitable for everyday use. This new Panchromatic make-up was trademarked in October 1929.[7]
Development of Pan-Cake[edit]
The development of Technicolor film required the company to develop a new line of products as its existing Panchromatic make-up left a slight sheen on the skin which reflected surrounding colors. As a result of how bad they looked in color many actors and actresses refused to appear in color films. Because Max Factor was recovering from being hit by a delivery van at the time, Frank Factor took the lead in the two years it took to develop a suitable make-up, initially called the "T-D" and then renamed the "Pan-Cake" series. It was sold in a solid cake form and applied with a damp sponge which offered the advantage of concealing skin imperfections under a transparent matte finish. Its first appearance was in the film Vogues of 1938.[8] The Pan-Cake make-up was made for on-screen looks but was wearable for day-to-day looks.[9]
It was an immediate hit and its advantages led to women stealing it from the film sets and using it privately. Its only disadvantage for everyday use was that it could not be used at night as it made the skin too dark under all but the powerful lights used in film studios. While Max Factor wanted to reserve the product for film use, Frank Factor was open to the commercial possibilities and began developing lighter shades. At the time the company was only able to produce enough to meet studio demand, which delayed commercial release until production could be increased. The company used the release of Vogues of 1938 in August 1937 and five months later The Goldwyn Follies, the second film to use the make-up, to commercially release Pan-Cake to the public, backed by a color-based national advertising campaign. It immediately became the fastest and largest selling single make-up item to date, as well as the standard make-up used in all Technicolor films.
Max Factor's death[edit]
After Max Factor's death in 1938, Frank Factor took the name Max Factor, Jr., and expanded the still private cosmetics firm, along with members of the immediate family including Sidney Factor, Louis Factor, Davis Factor and Max Firestein.
In 1939 Max Factor, Jr., began development of a smear-proof lipstick which would also both be non-irritating and not change color. A kissing machine was constructed to test the formula's resistance to fading. The result was released in 1940 as "Tru-Color" in six shades of red.
During World War II, Max Factor developed make-up shades for use by the US Marine Corps in camouflaging faces.
In 1947 after 26 months of development by Max Factor, Jr., the company released "Pan-Stik", a cream make-up supplied in stick form and designed to take advantage of the latest changes in studio lighting and film stock. This product was quick to apply as well as non-greasy. It was released to the public in 1948 and was immediately commercially successful.
In 1951 the company expanded their range to offer a range of male shampoo, aftershave lotion, deodorant and shaving foams.
The introduction of color television lead the company to develop Max Factor Color TV Make-up, which became the standard for use in color television.
In 1955 the company released "Electrique", its first fragrance and three years later "Primitif".
In 1956 Max Factor inc. purchased Sales Builders, which had until that time handled all of their national sales and distribution.[11] This led to a complete reorganization of the company's American markets, advertising, sales and distribution division.
By the 1960s, Max Factor, Jr., Max Firestein, and grandsons Donald Factor, Alfred Jay Firestein and Chester Lee Firestein were still involved. Under his leadership, in 1965 Max Factor, Jr., established "Geminesse", a line of makeup, skincare and perfume products that were sold only by uniformed clerks in department stores. The packaging and products were different; many of the containers were designed to resemble Greek sculptures.
The early 1960s saw the company become a public company and list its Class A stock on the New York Stock Exchange. This period also saw the third generation of the Factor family, Barbara Factor, Davis Jr. Factor, Donald Factor, Alfred Firestein, and Chester Firestein rising to senior positions within the company. His place of work is now a museum located in downtown Hollywood.
Merger with Norton Simon[edit]
By the early 1970s Sidney Factor had retired from the board, and Barbara Factor, Donald Factor and Davis Jr. Factor from the third generation had also left the company to pursue other interests. As a result, there was decreasing family involvement. Davis Factor was still board chairman while Alfred Jay Firestein was president and CEO when in 1973 the company agreed to merge with Norton Simon. This event was marred weeks later by the sudden death of Alfred Jay Firestein at the age of 48. Chester Firestein succeeded him as president of the company, only to resign three years later in 1976, to devote his time to his personal interests; he was replaced by a non-family member. His departure, together with that of Max Factor, Jr., in the same year, meant that there were now no members of Max Factor's immediate family working for the company.
During Chester Firestein's time in charge the company expanded overseas and launched many new products including Musk For Men, UltaLucent Waterproof make-up and, in 1975, the successful Halston line of fragrances, which quickly became the second best-selling designer fragrance in the world, trailing Chanel No. 5.
It was under Norton Simon that Max Factor launched "Maxi", a line of makeup aimed at a younger, more savvy consumer. Maxi sold products aimed at adolescent tastes, such as lip gloss, color rubs and "mood" lipsticks. Maxi was priced to compete with market leaders Bonne Bell and CoverGirl. Neither Maxi, Geminesse, nor Max Factor were able to lift the company's declining profits and market share.
In 1983 Norton Simon was taken over by Esmark, by which time no one in the Factor family was involved in the company's day-to-day operations. A year later Esmark merged with Beatrice Foods, which lumped Max Factor into their Playtex beauty division and moved the Max Factor headquarters from Los Angeles to Stamford, Connecticut. In 1986, Ronald Perelman of Revlon bought the Playtex beauty division for $500 million. In 1991, Revlon sold Max Factor to Procter & Gamble for $1.5 billion.
By the first quarter of 2010, Procter & Gamble had discontinued Max Factor in the United States, instead focusing its marketing efforts on the more successful CoverGirl cosmetics line. Max Factor continued to be marketed overseas.[12]
In June, 2015, Max Factor was one of a number of beauty brands purchased from P&G by Coty[13] for $12 billion. Coty relaunched Max Factor in 2018.[14][15][16]
Max Factor is credited with many cosmetic innovations, among which are: