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.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye