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ADVERTISING WORK: Max Factor

Candice Swanepoel:Max Factor Excess Volume Extreme

ADVERTISING WORK: Max Factor

Posted by Raluca Turcanasu on January 22, 2017 4:01 pm / 0 Comments

Max Factor, the premium beauty brand of Procter & Gamble, employes little to almost none traditional, ATL advertising. It is a rather PR-led brand, with a lot of in store comm back-up.

This is because the brand has only a central brand management team, at Geneva, and it directly works directly with resellers. The resellers have a lot of influence on how they will communicate the brand products, promotions and the like in their market.

Here is a beautiful campaign for Excess Volume mascara, which I helped my client adapt in the Balkan countries.

 

 

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TAGS advertising, beauty brand, FMCG, Leo Burnett, Max Factor, portfolio, Procter&Gamble, TVC
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