Max Factor gave us a really exciting challenge - to talk to a generation of women completely ignored by beauty advertising. These are older women who know themselves, who are strong, confident and driven but might feel stuck in a rut with their look and would love to try something new. Our task was to re-launch Max Factor as a brand who speaks to these women. My challenge as a digital creative was to develop a way of talking about this online and a whole new look & feel and TOV for Max Factor.

YOU’VE BEEN SEARCHING…

The Max Factor woman is busy so the content we created needed to be snappy, easily digestible and above all, useful. The idea was to give women the answers to questions they had already been searching online; so working with Google and YouTube to get the relevant data, we created short films with Max Factor’s Lead make Up Artist Caroline Barnes working with real women to solve real problems…

CREATING AN IDENTITY FOR INSTAGRAM

The Max Factor Instagram needed an overhaul and it was my role to think up the fun, useful content that we should be filling it with. The aim was to show how Max Factor could very much be part of a busy life, so shooting it with handbags, kids’ toys and laptops in frame was a must. We also worked with aspirational women creating editorial content around their must haves and tips as well as more polished ‘product porn’ to sit on the website.