Monday, 26 February 2018

You x Max Factor

You x Max Factor is a brand new campaign that the iconic brand is launching fresh for 2018.

 Back in 2017 Max Factor surveyed 26’000 women between the ages of 25-55 in an attempt to understand exactly how they are inspired by the beauty industry.

 Their research discovered that there are a huge proportion of women who do not feel that they can relate to the advertising and imagery used in cosmetic campaigns and feel that real women are not represented.

 We loved the idea of this campaign. For too long women have been force fed images of perfection. We are led to believe that the majority of women are juggling family, career and friendships all whilst maintaining a perfect home and immaculately applied eye liner. In all honest we are all just spinning plates, trying to keep everything together fuelled by copious amounts of caffeine.

 A new wave of thinking within the beauty industry is realising that women are actually empowered by other women they see every day rather than the filtered images of prefect models.

The conducted survey questioned women globally so that a broad spectrum of lifestyle and life experiences could be taken into account.

 Max Factor found that globally, 81% of women look to other women within their circle of friends and family for inspiration rather than models or celebrities.

 88% felt that beauty is a mix of appearance, personality and natural charisma rather than the standard aesthetic of how someone looks.

 80% women felt that current advertising within the beauty industry does not represent a woman’s true character.

 On the flip side, 10% do think they are represented and 17% felt that the advertising they regularly view is aspirational.

Many of the women who took part in the survey had great life experience. Some had families, some were single, some had travelled and some had huge career success. It acknowledged women from all backgrounds but in a world where beauty blogging is rife and information on products and how to wear them is easily accessible, 67% of women are still not seeing makeup looks that they can connect with or feel would work for them personally.

 These women actually do feel confidant in knowing who they are and are not interested in transforming themselves or emulating someone else’s style, they simply just want to look like the best version of themselves.

With all of this information collated, Max Factor wanted to create a campaign that would use these statistics and create ‘beauty with depth”. To ensure that everything from the branding, advertising and the products themselves present a cohesive, inspirational beauty that all women can relate to.

 There is something very beautiful in perfectly imperfect makeup and the unique style that the every day normal woman has and were so happy that this is being highlighted finally.

We are all for supporting women and encouraging women to be themselves whilst still feeling that they are relevant and important within the beauty industry. Only 4% of women in the UK feel that current beauty advertising is aspirational. That means there’s a huge proportion of women on their way to work, checking out the beauty articles in their magazine or watching the adverts from the comfort of their settee feeling left out or overlooked. We think this change in how the beauty industry is marketed is positive and are happy to support this change.

If you are interested to read more about the You x Max Factor campaign then head over to their site at

#Beautywithdepth #YouMaxFactor


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