Exclusive: Max Factor Unveils New Direction, Focuses on Diversity
Sheila Chaiban, global vice president of Max Factor at Max Factor's parent Coty Inc., calls the campaign a commitment for the brand's future, with products that are specifically designed to address a variety of needs and makeup artistry content that's relevant to the consumer and the context of her life.
LONDON — Diversity and individuality have become key in the beauty industry, and Max Factor is seizing the moment with a new campaign called You x Max Factor, which will feature mothers and businesswomen and will aim to cater to a broader range of customers.
Sheila Chaiban, global vice president of Max Factor at Max Factor’s parent Coty Inc., calls the campaign a commitment for the brand’s future, with products that are specifically designed to address a variety of needs and makeup artistry content that’s relevant to the consumer and the context of her life.
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