Max Factor

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The famous makeup wizard was actually born on the territory of the Russian Empire. This is how the young make-up artist became famous in Russian noble circles.

For 9 years, the young man worked as a cosmetics expert at the court of the Russian Emperor Nicholas II, as well as in tsarist theaters. Something went wrong with the Pole in Russia, which is why in 1904 he decided to leave for distant America, taking his wife, two sons and a daughter with him.

Overseas, Max quickly settled down and opened a small store of perfumery and cosmetics and wigs, which existed at the World's Fair in St. Louis. But there was no need to talk about luck - a young wife died, and then a fraudulent partner cheated. Then, in 1908, Factor made another important decision - he moved to Los Angeles, where the film industry was developing rapidly. Max's new store has appeared near the cinematic studios. The actresses began to look at him, consulting on the choice of makeup. The fact is that the previous theatrical makeup was not suitable for cinema.

In 1914, Max Factor made his first discovery from a series of similar ones. He created a new make-up especially for the cinema. This product was a cream that had to be applied in a thin layer, and it did not dry out on the skin. Then the Factor formulated his main rule: “Make-up cannot be considered successful if it is noticeable. A good make-up is when other people do not even know about applying it. " The discovery of the Factor was quickly appreciated by Hollywood actors. After all, thanks to the new makeup, it became possible to actively use facial expressions.

All the great comedians of the time: Charlie Chaplin, Buster Keaton and Fatty Arbuckle immediately became Max Factor's clients. Of course, such an outstanding make-up artist was appreciated in professional circles. Along with the growth of the film industry, the business of the Factor itself developed. In 1918 he formulated the principles of "Color Harmony" in makeup. Max believed that some combinations of hair color, eyes, skin tone would look more spectacular if cosmetics were also matched to them. And such funds themselves should be well combined, emphasizing each other favorably.

In 1928, when Factor was already assisted by his sons, the colors of his cosmetics were improved. Without it, Hollywood could not take full advantage of the emerging color film. For his enormous contribution to the development of cinema and his work in general, Max Factor received an Oscar. The make-up artist became so famous and successful that beauty was associated with his name not only on the screen, but all of it.

All Hollywood stars began to use Max's services and his makeup. The "Papa Factor", as he was called, and his cosmetics were recommended to friends. So Max Factor's products turned out to be closely associated with the most sophisticated and beautiful women of that time. Thanks to him, Vivien Leigh, Greta Garbo, Clara Bow and Betty Grable showed their unique cinematic images.

But Max Factor did not limit his work only to cinema and stars. He decided that he could help millions of ordinary women look their best, feel like real queens. But until that time, the use of cosmetics was generally considered indecent. Gradually, Factor began to sell its funds throughout the country, selected according to the principle of "Color Harmony".

Each potential client filled out a questionnaire, from which it became clear what type she belongs to (brunette, blonde, brown or red). The new term braunetka was coined by the Factor. So he designated women whose hair color was brown, dark blondes. According to the make-up artist, most women had this type.

The Factor store was so popular that it quickly became necessary to expand it. It is interesting that Max himself called it a "shop", as once his first shop in Ryazan. To satisfy the desires of a large clientele, in 1935 Factor opened a new luxurious salon with a loud name - Max Factor's Hollywood Makeup Studio. The appearance of four rooms here, just according to the number of variants of "Color Harmony", has become unusual. For blondes, Jean Harlow opened the Blue Room, for redheads, the Green Room was opened by the dancer Ginger Rogers, Fred Astaire's partner.

The brunettes were invited to the Pink Office, it was opened by the still silent film star Claudet Colbert. And for brownies, Factor created the Peach Cabinet. It was opened by the actress Rochelle Hudson, the favorite of the master himself. This studio also houses another Max Factor invention - the Beauty Calibrator. This device was put on the head and took off the parameters of the face. Then, correlating the obtained figures with the standards, the make-up artist understood what flaws needed to be hidden.

Most advertising campaigns for cosmetics from Max Factor were accompanied by the slogan: "Makeup for the stars and for you." Over time, only "For the stars and for you" remained. It was under this name that the television and radio show of the Factor was released, in which even Frank Sinatra took part. The great make-up artist died in 1938, at the very peak of his fame. After the "Hollywood Wizard" remained one of the largest in the world and in the history of cosmetic empires. And the new head was the eldest son, Frank Factor. He even changed his name to Max Factor Jr.

In 1946, Factor Jr. patented a new makeup recipe for television. Work on this discovery began back in 1932 by the founder of the company. Since then, virtually all cosmetic novelties, discoveries and breakthroughs have been invariably associated with the Max Factor name. Max's heirs created waterproof mascara, leave-in makeup for shooting in water, paint for body painting.

The first time Factor made up a naked dancer was in the 30s, long before Demi Moore appeared on the cover of Vanity Fair magazine. Thanks to the brand, women received a brush for applying powder and lipstick, a tube with a brush for mascara, an eyebrow comb, long-lasting lipstick, nail and hair polish, liquid foundation, and many of those little things that go into an indispensable morning toilet for a modern lady.

In the 1950s, young female models came into fashion, now they began to symbolize beauty. The era of fashion magazines has started. This decade celebrated youth, teenage girls became fashionable. The new look was created thanks to Max Factor. The company offered a new look by expanding the range of its eyeshadows. Also used for the first time was the light lipstick Roman Pink. This style gave birth to the famous model of the time, Twiggy. The less pronounced emphasis on the lips made the eyes look more expressive.

This trend carried over into 60s makeup. Once again, Max Factor revolutionized fashion. There are false eyelashes, liquid eyeliner and waterproof mascara. At the same time, the first make-up removal pad is born. In the 1970s, the slogan "Back to nature!" Became the Max Factor motto. New cosmetics and perfumes are born thanks to lemon, avocado, green apples and wild herbal extracts. This is how Max Factor's sultry, tanned and gold California Look was born. This style has conquered the whole world. The makeup now looked much happier, more fun and exciting.

Since 1973, the company began to change dramatically after the death of the last president of the Factor family. The firm's technology and original techniques have been transferred to the UK's chief cosmetic consultant, Eva Gardner. Since then, the principle of transferring knowledge and experience from the Consultant to the Consultant has been developed, which operates in the company today. And in 1991, Max Factor Limited was bought by the giant Procter & Gamble, becoming one of the components of its cosmetic portfolio. In 1993, Max Factor was introduced in a new gold and dark blue tones, and this is how Max Factor International was born.

Watch the video: Max Factor MakeUp Masterclass - 1935 Film

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