Max Factor

Max Factor & Company is a cosmetics company, founded during 1909 by Maximilian Faktorowicz (1877–August 30, 1938), Max Factor, a Polish-Jewish cosmetician. Max Factor & Company was a related, two-family, multi-generational international cosmetics company before its sale in 1973 for $500 million dollars. Presently, the Max Factor name is a popular brand of Procter & Gamble Co., which purchased the company in 1991.

National Distribution

While Max Factor was perfectly happy for the company to remain a specialised supplier of products to the film community his children were convinced that they could grow the company into a much larger enterprise.

National distribution began in 1927 when Sales Builders, an established distribution company obtained the rights to advertise, distribute and sell Factor’s products. Due to his strong connection with the film community Max Factor was able to use celebrity endorsements in advertising its products. In return for a nominal payment of US$1 to the actress the advertising would also promote the star’s latest film.

Development of Panchromatic

The introduction of sound to film lead to the replacement of the old noisy carbon lights with tungsten lights, which were much hotter and created a softer light. At the same time the orthochromatic film which had been used to date by the industry was replaced by super-sensitive faster Panchromatic film noticeably darkened skin colours. These developments required 6 months of intensive development to create make-up compatible with the new environment. Because it was designed for black and white film the products were unsuitable for everyday use. This new Panchromatic make-up was trademarked in October 1929