For over 70 old ages Max Factor has been selling cosmetics to adult females in Europe. who want to look and experience glamourous. When they foremost entered the Spanish market in 1938. this trade name was strongly associated to Hollywood and seen as themake-up used by Hollywood stars. Initially. they drove success by their advanced merchandises such as Pan-Cake creme ( foundation ) . and the strong desire of the consumer’s to capture some of the Hollywood starlit. 70 old ages subsequently. Max Factor still strives to tie in itself to a certain grade with Hollywood. and differentiates itself by its bold. brassy and overdone colourss and techniques. Max Factor focuses on developing merchandises that cater to all tegument tones and types. concentrating on quality. trendy. low-cost. healthy and toxic-free makeup. One of Max Factors strengths is parent company proprietor. Proctor and Gamble. P & A ; G. With P & A ; G. Max Factor has increased capacity to introduce. entree to many distribution channels. and a wider researchand development bandwidth. This relationship has leveraged partnerships with European interior decorators and stylists and hasopened even more distribution channels given the purchase able strength of its consumer goods aggregation. Annually. MaxFactor brings in $ 1. 2 billion USD for P & A ; G and is a top trade name in over 20 states.
Max Factor has strong trade name consciousness in Spain. but there are indicants of defects in the Max Factor concern and trade name scheme. P & A ; G is. by and large talking to a mass consumer-goods human dynamo. but their experience with make-up trade names is limited. P & A ; G has allocated more fiscal support. resources and pursued more distribution channels for their other trade name CoverGirl. Max Factor has been somewhat drawing off from its classical “Hollywood” heritage associations andmore towards a funky. bright. dirt entreaty. In Spain. decelerating gross revenues and turning popularity for their competition pointsto a baffled and confused scheme. Their recent runs appear to hold flopped ; their print presence has beenlimited in magazines and the client purchasing experience has been inconsistent.
The chief Spanish retail merchant. El Corte Ingles. is a dominant distributer of Max Factor merchandises in Spain. In the fieldobservations at mass retail shops in Spain. Max Factor occupies 2 neodymium row. hard-to-find and out-of-the-way locations. Inshops like Corte Ingles. Max Factor has allocated portion of their gross revenues floor to raise a makeover station ; equipped withlights. a full mirror and a director’s chair. This set-up has potential to play up pampered make-over experience. butduring five field surveies at two Corte Ingles’ . there was no “brand ambassador” to be found for Max Factor. Thisconfuses. given that in this industry. gross revenues people are direct influencers and in portion responsible for making that MaxFactor glamour experience.
As web presence is going a norm in concern. Max Factor-Spain has established its presence on web sites such asTwitter and Facebook. which are popularly used by their mark market. ( Exhibit 2. 1. 2 ) These histories have allowed MaxFactor to make a more synergistic experience and engage in partnerships with other merchandises and web sites. Websites likethese offer specific information. application and color-coordinating practical experiences. which has been really receptiveamong younger makeup users. In order to appeal to make-up partisans and sentiment leaders on a larger graduated table. Max Factor hired internationallyrenowned make-up creative person Pat McGrath as the Global Cosmetics Creative Design Director to direct the new companyimages. McGrath came with 20 old ages of industry experience and truly compliments the fashion-forward and high-strung MaxFactor expression with her unconventional manners. genius for the dramatic. extremes and bright colour techniques. McGrath isresponsible for the “creative design and way of Max Factor?s colour tendency collections” every bit good as new productinnovations like the late launched “Xperience” merchandise line.
The company besides uses manner and beauty magazines sporadically to advance their merchandises and new applicationtechniques. These techniques created by McGrath and a larger squad of make-up creative persons define the newest expressions for theSpanish market. The celebrated manner and manner magazine. ELLE. has collaborated with Max Factor yearly on their competition. Each twelvemonth. one victor joins this make-up squad and flies internationally to advance Max Factor and ELLE in manner shows in the UK. Italy. France and Spain. Max Factor is farther partnering straight with interior decorators to meld the full manner and beauty expression. To force gross revenues amongtheir chief immature and voguish demographic later this twelvemonth. Max Factor will join forces with interior decorators and film star Savannah and Sienna Miller’s Twenty8Twelve vesture company. scheduled to establish their Spring/Summer 2011clothing aggregation entirely with Max Factor merchandises.
