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A hundred-year profile

Max Factor

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

Coty lineage · est. 1918 · Society Make-Up, Color Harmony, Pan-Cake, Supreme, Max Factor Hollywood
15.5%Peak, the 1950s
14Placements
1930 to 1952Span
14.3%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

Jergensovertook it in the 1940s
Maybellineovertook it in the 1950s

Earned versus paid

Paid 12Earned 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
1940PhotoplayadvertisingMax Factor
1941PhotoplayadvertisingMax Factor Hollywood
1942Modern ScreenadvertisingMax Factor Hollywood

Other houses

Pond's Tangee Coty Jergens Lux Maidenform Maybelline Woodbury

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