The Ed.
Well-Known Member
Before we all go WTF about Max Factor's latest move, it's worth looking at the thought processes behind their not-obvious choice. The Proctor & Gamble owned company has turned to the classic icon to front their newest campaign and, unsurprisingly, it's a decision that has raised a few eyebrows.
Naming the late actress as its 'global glamour ambassador' the company is hoping to pay tribute to Monroe who died in 1962. After all, the company does have a personal connection to the star. They have credited make up artist Max Factor Jr with her transformation from Norma Jeane to the platinum-blonde, red-lipped movie star that we all know.
Partnering with Authentic Brands Group, which owns the Marilyn Monroe estate, on the project Max Factor hope the project will spotlight the brand. It's not a campaign aimed at launching a line of products but rather a trend - the forties and fifties look - a trend that you need to go to Max Factor to achieve. Well, who better to turn to than the brand that started it all in the first place?
Pat McGrath, the beauty firms global creative design director, said of the partnership, "Marilyn made the sultry red lip, creamy skin and dramatically lined eyes the most famous beauty look of the 1940s .It is the ultimate look that defines glamour nothing else compares."
Esi Eggleston Bracey, vice president of Max Factor Cosmetics, P&G, commented, "Max Factor has always believed that glamour matters and that glamour itself exists beyond makeup its an approach to life that Marilyn embodied so perfectly." She added that the brand hopes the campaign will "propel Max Factor to the front of womens minds as the brand synonymous with glamour."
The campaign will launch tomorrow with television, print and online ads including social media activity featuring Monroe in both her Norma Jeane and Monroe personas. Max Factor is sold in Europe, Russia, Latin America, China and Australia, but the brand is not sold in the U.S.
The ads also will fit in with Max Factors social-media campaign, #GlamJan, which aims to inspire women to undergo a personal glamour transformation in January, taking their cues from Monroes own evolution. The campaign will be led by McGrath and Max Factors faces, including the model Candice Swanepoel.
Until then geek on!
The Ed.
Image: A visual from Max Factor's Marilyn Monroe campaign.
Photo By The Estate of Marilyn Monroe LLC/Courtesy of Max factor
Naming the late actress as its 'global glamour ambassador' the company is hoping to pay tribute to Monroe who died in 1962. After all, the company does have a personal connection to the star. They have credited make up artist Max Factor Jr with her transformation from Norma Jeane to the platinum-blonde, red-lipped movie star that we all know.
Partnering with Authentic Brands Group, which owns the Marilyn Monroe estate, on the project Max Factor hope the project will spotlight the brand. It's not a campaign aimed at launching a line of products but rather a trend - the forties and fifties look - a trend that you need to go to Max Factor to achieve. Well, who better to turn to than the brand that started it all in the first place?
Pat McGrath, the beauty firms global creative design director, said of the partnership, "Marilyn made the sultry red lip, creamy skin and dramatically lined eyes the most famous beauty look of the 1940s .It is the ultimate look that defines glamour nothing else compares."
Esi Eggleston Bracey, vice president of Max Factor Cosmetics, P&G, commented, "Max Factor has always believed that glamour matters and that glamour itself exists beyond makeup its an approach to life that Marilyn embodied so perfectly." She added that the brand hopes the campaign will "propel Max Factor to the front of womens minds as the brand synonymous with glamour."
The campaign will launch tomorrow with television, print and online ads including social media activity featuring Monroe in both her Norma Jeane and Monroe personas. Max Factor is sold in Europe, Russia, Latin America, China and Australia, but the brand is not sold in the U.S.
The ads also will fit in with Max Factors social-media campaign, #GlamJan, which aims to inspire women to undergo a personal glamour transformation in January, taking their cues from Monroes own evolution. The campaign will be led by McGrath and Max Factors faces, including the model Candice Swanepoel.
Until then geek on!
The Ed.
Image: A visual from Max Factor's Marilyn Monroe campaign.
Photo By The Estate of Marilyn Monroe LLC/Courtesy of Max factor
