Max Factor - Article

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Part A – Description of Organization

The name “Max Factor” has become synonymous with beauty and fashion to millions of women around the world, and since its official founding on January 2, 1909, it has developed countless makeup innovations. Now being a division of Procter & Gamble, today, Max Factor is unmistakably associated with the most beautiful women in the world ( 2006).

The Max Factor & Co. was founded by Max Factor, Sr. He began as a makeup man for the Royal Ballet in Czarist Russia, and moved back to America in 1904, to start his own perfumery, makeup, and hair goods business. In America, he did not only sold his own work, but also served as a distributor for manufacturers of famous brands of stick greasepaint and other theatrical items. In 1914, he perfected the first makeup created for motion picture use thinner greasepaint in cream form, so with this major achievement, Max Factor became the authority in makeup ( 2006).

The company’s leadership in educating women to the subtleties of fashion makeup is legendary, for nowadays, the average woman would not appear in public or even in her own home without it (2006). This just means that the company has established its influence and reputation, being their savior concerning beauty and glamour. Today, it produces a variety of products, from lipsticks, face make-ups, eye, and nail products, which alongside other popular brands, sets the trend in international beauty and fashion.

Part B – Evaluation of Current Strategy

It has been reported that marketing communication consists of the messages and the related media to communicate to the market, such as using strategies related to advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, public relations, sales, sales promotion, and online marketing ( 2006). Marketing communication has a very important role in the success of a specific product and the...
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