Max Factor will celebrate its 100th anniversary next year as Hollywood’s original makeup artist brand. And now Factor, which is part of the P&G Cosmetics division of Procter & Gamble Co., has a new celeb to put on its anniversary stage: Brazilian supermodel Gisele Bündchen.
Bruce Katsman, associate marketing director for Factor and its sister brand, Cover Girl, noted that Bündchen will be working with makeup artist Pat McGrath, who is also P&G’s global creative design director. The third player on the team is international photographer Nick Knight. Katsman compared the addition of Bündchen to the duo as “winning the trifecta.” He added, “she is a natural fit.”
Bündchen will be replacing the outgoing Carmen Electra, who has been the face of Factor for three years. Bündchen will begin to be introduced in ads in the October fashion books and reach full stride in January. Her first appearance will be in ads for Lipfinity 3D Longwear Lip Color and ColorGenius Face Collection. Lipfinity has lip color on one end and gloss on the other.
Bündchen will be the only face for Max Factor under a “multiyear” contract, but in North America only, Katsman said. Carmen Kass represents Factor in advertising in Western Europe, Latin America, Australia and parts of Asia.
Katsman said Bündchen will be the face of Factor in a wide range of consumer exposures, including print ads, in-store merchandising, p.r. materials and LCD screens, which beam images in Wal-Mart. Asked if Bündchen will appear in TV advertising, Katsman said Factor has no plans for doing TV, but is looking at the possibility.
He also said the creative control will be a collaborative effort, led by Grey Advertising. “We all get together and work out the idea that best supports the brand,” he said, referring to input from the makeup artist and model. “Gisele is really down-to-earth,” Katsman said. “She is easy to work with.”
Katsman said the positioning of the brand, which does about $1 billion in global retail sales, has not changed much in its basic positioning as “a high-fashion, high-glamour product at great value.” It is a makeup artist brand that he asserts is priced at one-third to one-half the level of a similar prestige market product. In terms of mass market pricing, it’s “in the middle of the pack,” which is a little higher than Cover Girl.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)