Max Factor needed to boost consideration for the brand and looked towards Hollywood for its inspiration. Using scenes from 2018 blockbuster movie The Greatest Showman in its campaign, the cosmetics brand played to what its target audience like to do - get a movie fix and indulge in glamour and style.
Devised with Zenith and Digital Cinema Media (DCM), the campaign featured a piece of film with exclusive footage from the movie, framing Max Factor as a genuine part of the Greatest Showman experience. There were clips of the film’s stars Michelle Williams and Zendaya presenting a tutorial in how to achieve ‘the look’ using Max Factor, giving the brand’s products that all-important Hollywood endorsement. The film ran across three of DCM’s most premium chains, Curzon, Everyman and Picturehouse cinemas and was supported by on and off-screen activities, including events, takeovers and competitions.
At the campaign’s height, Max Factor jumped from fourth to number one value share cosmetics brand in Boots. Of those who saw the content, 80% bought, researched or talked about Max Factor as a result, with 20% making a direct, immediate purchase. One of the lead products in the films, Healthy Skin Harmony foundation, also experienced a sales growth during the campaign.