NEW YORK — To celebrate its ties to the Miramax film “The Aviator,” starring Leonardo DiCaprio, Max Factor sponsored the movie’s L.A. premiere held at Grauman’s Chinese Theater Dec. 1. The Procter & Gamble beauty brand inked a licensing agreement with Miramax to use images from the film in its advertising and promotional materials. Max Factor also recruited the film’s chief makeup artist, Morag Ross, to its Movie Makeup Artist Team. Ross dug through the brand’s archives to replicate authentic retro looks for the film’s leading ladies, namely Cate Blanchett as Katharine Hepburn, Kate Beckinsale as Ava Gardner and Gwen Stefani as Jean Harlow. Max Factor showcased these glamorous looks and its founder’s stamp on the industry in an exhibition showcasing visuals of the actresses and vintage Max Factor ads and makeup at the premiere after party.
This story first appeared in the January 7, 2005 issue of WWD. Subscribe Today.