We created BLUSH, an original reality TV series searching for the next great make-up artist. Nine contestants competed for a Max Factor $100,000 contract during BLUSH’s six-episode run. Industry talent and celebrity guests hosted makeup challenges during which the contestants used Max Factor products to transform their subjects into works of art.The show communicated our retail partnership with ULTA, easily guiding consumers to purchase in-store and online. Every episode featured signature looks that drove consumers to Ulta.com for purchase. In-store, we secured additional Max Factor displays and BLUSH program posters in 300 ULTA locations. The creation of BLUSH completely broke the branded entertainment model. Instead of partnering with an existing TV network and paying for media time, we produced and sold the show as original content. We brokered a ground-breaking deal with Lifetime to air BLUSH as original primetime programming.

BLUSH drove Max Factor e-commerce volume up 250%, causing us to actually sell out of certain products featured on the show. In-store, Max Factor sales at ULTA increased 213% vs the previous time period (includes sales from 7 new ultra stores).The winner of BLUSH, Nolan Makaawaawa, became a charismatic and passionate brand ambassador for Max Factor. He has been integrated into marketing of the latest Max Factor product launches. Viewer excitement for BLUSH was evident by blog entries on Lifetime’s site (1,025 entries) and traffic spikes on MaxFactor.com (110% increase) and ULTA.com (45% increase).