P&G MAX Factor Restate Aims To Modernize 100-Year Old Brand

摘要

Procter & Gamble is relaunching its MAX Factor cosmetics brand this spring with new products,packaging and an advertising campaign starring actress Carmen Electra as part of an effort to modernize the 100-year old brand.The firm unveiled the new look during a Jan.31 press event in New York City.MAX Factor is being repositioned as a "fashion forward" line with a greater focus on color and sleek black packaging,as well as more glamorous advertising images.New TV and print ads,breaking in February and March,respectively,feature Electra wearing bright makeup shades.The firm announced Electra as the brand's new spokesmodel last summer("The Rose Sheet" Aug.8,2005,Marketing in Brief).