Thursday, March 24, 2005

Glamour, Gold and the Max Factor

The union

In spring 1999, Madonna and Max Factor joined forces to create a stunning ad campaign that propelled a glamourous image that only a recognisable face like Madonna can endure and project.

The dramatic images reveals Madonna through a gold net butterfly mask and peering out from beneath a jet-bead-spewing black tiara hark back to the company's Hollywood origins.

"We wanted to take the brand forward while going back to what we are all about - supreme glamour," gushed Ann Francke, Max Factor's marketing director. "There was only one woman able to carry that message into the 21st century."

And that person was Madonna.

The star-quality

Celebrity endorsement may be an old trick, but it is still worthwhile. In a competitive market, a famous face can give a brand an added appeal and help it stand out. For some companies it is enough to have a major celebrity appear in a TV ad. Other companies prefer to employ a single celebrity as a brand ambassador. Ways that a number of companies are using celebrity endorsements are discussed.

"Celebrity endorsements can give a brand a touch of glamour" - Emma Reynolds

Procter & Gamble's Max Factor had only one woman in mind for acampaign to modernise the brand, which has traditionally been associated with Hollywood icons. As Annabelle Manwaring, European creative director for P&G at Leo Burnett, explains:

"Madonna is a modern icon of glamour and is well-known for using make-up to reinvent herself."

According to Manwaring, Madonna insisted on trying Max Factor products to make sure she liked them before agreeing to be associated with the brand. Quite the opposite of onetime face of Yardley, Helena Bonham Carter, who later admitted that she didn't actually wear make-up.

Encouraging a celebrity to get more involved with the brand they are representing helps maintain integrity. Madonna was allowed to exercise some artistic control over the creative of the Max Factor ads.

_extracted from Emma Reynolds "Personality's Power" Marketing. Haymarket Publishing, Ltd. London, Nov 9, 2000

The press

Madonna new face for Max Factor

P&G ads market makeup overseas
By Patrick Larkin, Post staff reporter

Cultural chameleon Madonna has signed on to promote a new line of Max Factor cosmetics in Asia and Europe for the Procter & Gamble Co.

The star of video, movies and compact disc appears in commercials for Max Factor Gold in makeup that harkens back to the brand's roots in Hollywood, according to press reports.

The line of cosmetics was originally created by Max Factor, one of the first Hollywood makeup artists.

P&G acquired Max Factor for $1 billion from Revlon Inc. in 1991, and in the last few years has based advertising linking the brand to its beginnings in Hollywood. The campaigns have focused on makeup artists for the movies.

The Madonna commercial, reportedly shot at her insistence by director Alek Keshishian, shows the star having makeup applied by Sarah Monzani, who did her styling for the movie "Evita." Keshishian also directed the video "In Bed with Madonna."

A P&G spokeswoman said that under its contract with Madonna, the company can't comment on the commercials or Madonna's role except in countries in which the new line is being introduced.

No one is also talking about how much Madonna is being paid, although the Guardian newspaper in England speculated it was as much as $6.46 million.

Max Factor Gold is a full line of cosmetics aimed at older women in Europe and Asia, where the brand is a big seller. Madonna is 40.

While P&G is studying introducing the line in North America, there are no current plans to do so, the spokeswoman said. In North America, Max Factor trails the mass cometics category leader, Cover Girl (also from P&G), and other brands.

But in Europe, sales of the brand have been increasing - it has tripled in the United Kingdom in the last few years, the spokeswoman said. Sales are also strong in Asia.

While the brand is positioned as an upscale mass line in the United States, similar to P&G's Oil of Olay, in Japan it is sold exclusively in department stores along with other premium lines.

_article sourced from Cincinnati Post. Publication date: 04-29-99

The man

Rauol Bova - Actor

"Madonna is a tough lady, she knows what she wants and she knows how to get it! " - Rauol Bova

What can I say, there are men and then there are Italian men. Raoul Bova is definitely the “It” Italian man of most women’s dreams and the target of Italian paparazzi. He can’t walk down the street without being mobbed; he’s the Brad Pitt of Italian cinema. But here in Los Angeles he goes virtually unknown, at least until “Under the Tuscan Sun” comes out and he starts being mobbed by throngs of new fans. It would be fitting when you consider the way this year is turning out for Raoul. His film “La Finestra di Fronte” (Facing Window), won him the President’s Award for Best Actor, earned the most Donatello Awards this year, Italian equivalent to the Oscars, and has gone on to become Italy’s top grossing film of 2003. It’s been a good year, a perfect time to break into America. Raoul made the press rounds a week ago and this is what he had to say about moving to America, love scenes with Diana Lane, actors and directors he admires, Italian stereotypes, and the romantic lines that roll off Italian men’s tongues.

Born on August 14, 1971 in Rome, Raoul Bova is married to Chiara Giordana and his first son, Alessandro Leon was born in 2000. Bova has a second son, Francesco, born in 2001.

Movie/Mini-Series/Special Roles

Alien vs Predator (2004) - Sebastian Wells
Under the Tuscan Sun (2003) - Marcello
Avenging Angelo (2002) - Marcello/Johnny Carboni

For a full filmography, please visit Bova's profile on IMDb

_abstracted from an interview with Rauol Bova. English translation by a volunteer

_Madonna and Max Factor


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