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The Story of Max Factor
The name Max Factor is synonymous with make up and cosmetics in the UK. Its famous products, Crme Puff, 2000 Calorie mascara and Pan Stik are almost as popular as ever and its new mascaras sell very well here. The extraordinary and romantic story of the original Max Factor, the Father of Modern Make Up, might almost have come from one of the films that made his name.
Born Maximillian Fakbrowiczin in 1877 in Poland, Max was of Jewish descent. He learnt his skill when he was apprenticed as a young man to a pharmacist and dentist. He was still a young man when he left Poland for Russia and set up his first shop in Moscow selling perfume, skin creams, wigs and cosmetics. His big break came when a theatre company used his cosmetics for a performance watched by many of Russia's aristocrats. This led to his appointment as Cosmetics Consultant to the Russian royal family.
But by the turn of the century this success was about to change. Increasing anti-Jewish feeling in Russia forced Max and his young family to leave and emigrate to America. When they reached the immigrant reception centre on Ellis Island his name was Americanised to Max Factor.
With the very small amount of money he had been able to bring with him Max made his living by selling his creams and perfumes at fairs around the United States before settling in Los Angeles where he opened his first Max Factor Beauty Salon in 1914 having seen the opportunities presented by the infant movie industry.
Success came in 1914 when he created flexible greasepaint in 12 shades especially for movie actors. He created the look especially for many of the famous movie stars including Jean Harlow, Bette Davis, Judy Garland, Joan Crawford and many others. Around the world the demand for the cosmetics used by the idols of the screen made Max Factor a household name. In 1928 Max Factor was awarded an Oscar for his screen make up.
Many of the cosmetic products we use today were invented by Max, often referred to as The Father of Modern Make up. Lip Gloss was invented in 1930, Pan Cake make up, the forerunner of all modern foundation, and nail polish in 1934. Pan Stik, still available today, was introduced in 1948. Erase, the first ever cosmetics concealer, was launched on the market in 1954.
After Max's death in 1938 his son Frank and succeeding generations of the family ran the company until 1976. After a series of takeovers Max Factor is owned today by Proctor and Gamble. Max Factor Colour Adapt and Lasting Performance foundations, Lipfinity Lip Gloss and it range of mascaras still sell in huge quantities, boosted by TV and magazine advertising.
Sadly the picture in the United States, the home of Max Factor's success, is very different and Proctor and Gamble will discontinue the brand in 2010 due to lack of demand. But Max Factor's many British fans need not worry as it will still be available in Europe and the UK.
About the Author Sue Reeves is the proprietor of Cosmetics 4 Less, a successful online retailer of brand name cosmetics. Cosmetics 4 Less stocks a wide range of makeup from leading names such as Max Factor lipfinity.
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