Max Factor re-invigorated its long-standing make-up artist equity this winter with a multi-media campaign created around a link with the film, "The Aviator". The objectives were twofold: to launch Max Factor's new mascara and lipstick products (both of which had been used by the chief make-up artist in the making of the film); and to build the brand equity of Max Factor and its strong heritage in the world of movies. Our approach, in all communication, was to give our target a glimpse of the real film world: the premieres, behind the scenes, sneak previews of the movie and to use more of a documentary style on our executions, which would be unique in the category.

Max Factor's sponsorship of The Aviator's global premieres (including a travelling exhibition with Max Factor ads, products and photos from the classic Hollywood era) launched the campaign, followed by magazine articles and a series of TV programmes Max Factor created with TCM, featuring the chief make-up artist on The Aviator, and how she recreated the classic Max Factor looks of the stars in the 30's and 40's. January followed with holistic programmes, co-developed with leading magazines. The US Cosmo programme included: an advertorial, sweepstakes, an MF mini-site and email blast to Cosmo readers, timed to dovetail with Max Factor's in-store programme (Displays, sampling and radio etc). Television/print appeared in mid-January and the finale will be a 10-minute programming episode on the DVD, which appears in June.