Cover Girl – Max Factor

The Showstopping Looks in the Movie

Challenge Solution Results

Max Factor is a hallmark brand in the world of beauty and enjoys universal awareness at 94%. However, eroding salience and a growing disconnect with its customer base meant doing something drastically different that made Max Factor mean something more to a 35+ female audience; a group who had a fundamentally different relationship with make-up compared to their millennial counterparts.  

 

The Plan: A series of unmissable blockbusters.  


Joining forces with 20th Century Fox, Digital Cinema Media and Recipe, Max Factor was able to combine film footage with tailor-made tutorials led by brand ambassador Caroline Barnes. 

In a media first, we partnered solely with flagship cinema venues; Picturehouse, Everyman, and Curzon to bring a range of on and off-screen activities to life including events, takeovers, and competitions. 

We didn’t stop there – Max Factor hosted four premier-style events. The content was amplified through social and YouTube to further increase the reach of the campaign and create more excitement around the film launches. 

It was as clear as the Hollywood sign – we’ve all got the glamour; we just needed a little Max Factor to bring it out.

The campaign was a glittering success driving brand consideration and sales. 

ROI: 

  • 37% OF 35-45-year-olds said they would ‘strongly consider purchasing’ 
  • 80% of cinemagoers who recall the content bought, researched, or talked about the brand 
  • 20% of those who saw the content have bought a Max Factor product as a result (Above the industry norm) 
  • 55% of view through rate of the YouTube content was above the benchmark. 

Healthy Skin Harmony (the lead product) saw 3.5% value sales growth (the overall foundation category was in decline over this period). Max Factor was the number 1 selling brand in self-select cosmetics over December – the thick of the campaign period. The rest, as they say, is history.