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.............................. Max Factor
Logo and Trademark..............................
Max Factor & Company is an international cosmetics firm, founded in 1909 by Max Factor, a Jewish-American make-up artist for the Russian royal ballet. Presently, the Max Factor name is a popular brand of Procter & Gamble Co., which purchased the company in 1991. Max Factor died at the age of 59 in Beverly Hills, CA in August 1938.
In the 1920s and 1930s, the "golden years" of Hollywood, Max Factor became intimately associated with the world of movie make-up. He created the first makeup for the movies in 1914, and coined the term "makeup", based on the verb, "to make up" (one's face).
Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford, Judy Garland, and virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard. Max Factor's name appeared on many movie credits, and Factor himself appeared in some cameos. He created many looks to establish these actresses, such as Clara Bow's heart-shaped/pierrot lips. Years later, he exaggerated Joan Crawford's naturally full lips to distinguish her from the myriad of would-be stars copying the Clara Bow look he created. He also created shades specifically for them: Platinum (for Jean Harlow), Special Medium (for Joan Crawford), and Dark (for Claudette Colbert).
Max Factor & Company was a two-family, multi-generational, international cosmetics company before its sale in 1973 for $500 million dollars. Many of Max Factor's celebrity clients appeared, at no cost, in beautiful full page, color magazine ads to promote Max Factor cosmetics, so the brand "Max Factor" soon became world-renowned.
Max Factor is credited with many cosmetic innovations. Some of his innovations were the first motion picture makeup in 1914, Lip Gloss in 1930, Pan-Cake Makeup, forerunner of all modern cake makeups in 1937, Pan-Stik Makeup in 1948, Erace, the original cover-up cosmetic in 1954, and the first "waterproof" makeup in 1971.
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