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A hundred-year profile

Max Factor

Max Factor peaked in the 1940s, then Palmolive overtook it in the 1950s.

Coty lineage · est. 1918 · Society Make-Up, Color Harmony, Pan-Cake, Supreme, Max Factor Hollywood
14.0%Peak, the 1940s
20Placements
1930 to 1952Span
10.0%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Palmoliveovertook it in the 1950s
Camayovertook it in the 1950s
Woodburyovertook it in the 1950s

Earned versus paid

Paid 18Earned 2

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1930ScreenlandadvertisingLarge advertisement showing 'Hollywood's MAKE-UP SECRET' wit
1932ScreenlandeditorialMax Factor's cosmetics
1933PhotoplayadvertisingMAX FACTOR'S Society MAKE-UP
1935Modern ScreenadvertisingMax Factor * Hollywood
1936Modern ScreenadvertisingMax Factor ★ Hollywood
1938PhotoplayadvertisingMax Factor ★ Hollywood
1940PhotoplayadvertisingMax Factor
1941PhotoplayadvertisingMax Factor Hollywood

Other houses

Coty Pond's Elizabeth Arden Helena Rubinstein Jergens Lux Tangee Woodbury

Browse every Max Factor page in the record →

Data via the Muse Parlor historical SOV API. How this is built →