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.
This story first appeared in the September 2, 2008 issue of WWD. Subscribe Today.
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.