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Transora Tremor Download a Report: Make Selection Animal Alternatives Annual Report Company Fact Sheet Business Conduct Manual Connections Map S.Africa HIV/AIDS Report Supplier Guidelines Sustainability &  Philanthropy Report Sustainability &  Philanthropy Exec Summary Values and Policies		The name MAX Factor has become synonymous with beauty and fashion to millions of women in all parts of the world. Today, MAX Factor is a division of Procter & Gamble in Hunt Valley, Maryland. Since its official founding on January 2, 1909, the company has developed countless makeup innovations including the first motion picture makeup in 1914, Lip Gloss (1930), Pan-Cake Makeup, forerunner of all modern cake makeups (1937), Pan-Stik Makeup (1948), Erace, the original cover-up cosmetic (1954) and the first "waterproof" makeup (1971). In fact, even the word "makeup" was coined by MAX Factor! The Beginning MAX Factor & Co. was founded by Max Factor, Sr., who began as a makup man for the Royal Ballet in Czarist Russia. As a young man in 1904, he emigrated from his native country to New York. Later that same year, he moved to St. Louis, Missouri, where he opened a small perfume, makeup and hair goods concession at the St. Louis World's Fair. Four years later, the family moved to Los Angeles, California, where Max Factor opened his first store in the center of the city's theatrical district. Here he not only sold his own creations, but also served as the west coast distributor for both Leichner and Miner, manufacturers of two famous brands of stick greasepaint and other theatrical items. As motion picture companies arrived and settled in California, film players naturally turned to the specialized Factor shop with their makeup problems. The company was instrumental in assisting the motion picture industry, and in later years, the television community. In these earlier years, greasepaint in stick form, although the accepted makeup for use on the stage, could not be applied thinly enough nor were the colors appropriate to work satisfactorily on the screen. And so, in 1914, Max Factor perfected the first makeup specifically created for motion picture use — thinner greasepaint in cream form, packaged in a jar and created in 12 precisely graduated shades. It was worn for the first time by actor Henry B. Walthall, who served as the model for screen tests. With this major achievement to his credit, Max Factor became the authority on makeup. Milestones in Makeup History The 1910-1920 decade saw the Factor creation of two major milestones in makeup history: First, he improved upon his original greasepaint in a jar and introduced the world's first "sanitary" makeup — greasepaint packaged in a collapsible tube — which quickly became the most popular motion picture makeup of its time. Secondly, he invented perhaps the most important single development ever to be conceived for the new art of makeup. Called "Color Harmony," this principle established for the first time that certain combinations of a woman's complexion, hair and eye coloring were most effectively complemented by specific makeup shades prescribed in "Color Harmony." In later years, Max Factor's invention of a self-measure-and-chart procedure enabled bald men to order a custom-made hairpiece by mail with an unconditional guarantee of perfect fit and complete satisfaction. And, the creation of "Flatter Wigs" enabled all women to enjoy the fashion image and flair of the MAX Factor wig stylists and their realistic hairpieces. Color Motion Pictures No history of MAX Factor & Co. would be complete without mention of the major makeup problems presented by the introduction of color to motion pictures — and its solution by Max Factor. Technicolor had achieved excellence from the standpoint of film and photography, but it was quite apparent that make-up for black and white film was completely unsatisfactory. Actors' faces tended to appear green or fiery red-or any other color-on the screen. Invariably, it was a reflection from costume colors or even fabrics used on the set. After six months of laboratory research and experimentation, an entirely new type of make-up material was created by Max Factor-a makeup in solid cake form to be applied with a slightly moistened silk sponge. For want of a better name, it was called Pan-Cake Makeup, "pan" because of its small, flat, pan-like container, and "cake" because of the form in which it was made. Used for the first time on all members of the cast in Walter Wanger's "Vogues of 1938," starring Warner Baxter and Joan Bennett, it worked miracles. Critics singled out the makeup and raved about it in their reviews. One wrote: "Never before in a color motion picture have the players looked so natural and realistic. They were so lifelike, in fact, that it seemed like they would step down from the screen into the audience at any minute." Next, Pan-Cake Makeup was almost immediately used with equal success in Samuel Goldwyn's "Goldwyn's Follies" and after that it became the standard makeup for all color motion pictures. Naturally pleased with the overwhelming acceptance of Pan-Cake Makeup, Max Factor registered the name with the United States Patent Office in 1937 — content with the professional category it occupied. But then something strange happened! Fashion models used in the two films began wearing the makeup night and day because they loved its transparent effect and its "non-theatrical" appearance on their faces. Soon, motion picture stars were buying Pan-Cake Makeup for their off-screen appearances as well, and the clamor for it reached deafening proportions from women in all walks of life. Launched to the "Women of America" via distinctive full-page, two-color ads featuring a screen star portrait and illustrations of the product, Pan-Cake Makeup became, almost overnight, one of the fastest-growing, largest-selling, single makeup items in the history of cosmetics. Today, it is still one of the most popular cake makeup products available. And the credits go on. There is no cosmetic company anywhere that has been so unmistakably associated with the most beautiful women in the world as MAX Factor. The company's leadership in educating women to the subtleties of fashion makeup is legendary. When the company was founded the average woman used little, if any, makeup, as society actually frowned upon it. Today, the average woman wouldn't appear in public or even in her own home without it. The basic MAX Factor line is comprised of a variety of face makeups and shaded products for lips, nails and eyes. Several specialty items, such as MAX Factor Erace Cover-Ups, are unique to the company's image and leaders in their field. In addition to cosmetic products, MAX Factor also markets Jaclyn Smith's California, California for Men, Le Jardin and Toujours Moi fragrance products. History of Crest History of Head & Shoulders History of Ivory History of MAX Factor History of Noxell History of Old Spice History of Tampax Past Soap Products

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