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Max Factor taps DCM boutique cinemas to help movie fans ‘Create the Look’ of the stars


By John McCarthy, Opinion editor

October 5, 2017 | 3 min read

Coty cosmetics brand Max Factor is using the movies as a vessel to deliver Hollywood inspired branded content to audiences, all in partnership with Digital Cinema Media (DCM).

Create The Look

A still from the Create the Look series

Zenith brokered the deal which will see the content, from esteemed makeup artists on movie sets, touch down in ‘boutique cinema chains’ Curzon, Everyman and Picturehouse Cinemas, and a handful of independents. Naturally this serves as an organic activation of 'The make-up of make-up artists' endline.

As part of the package, Max factor will integrate with four upcoming releases, starting with 20th Century Fox’s Murder on the Orient Express which features Johnny Depp, Penelope Cruz, Kenneth Branagh, Michelle Pfeiffer and Daisy Ridley.

Kicking it off, a full three-minute tutorial showing viewers how to ‘Create the Look’ of the stars of the old-school murder mystery will be hosted on Max Factor’s microsite. As further activity, Max Factor will host exclusive premieres at select venues coinciding with the launches.

Arabella Lynch, client partner at Zenith, said: “The Max Factor brand has a strong heritage and vision. Bringing this latest campaign to cinema has required a great amount of collaboration and it is an obvious fit for the brand, enabling a powerful association with great movie content while keeping in-line with its brands ethos.”

Sara Wolverson, marketing director of Coty Consumer Beauty, UK & Ireland, added: “Max Factor is delighted to become the face of premium cinema in the UK. Makeup artistry is at the heart of our heritage and we want our audience to share in the excitement of creating looks real women can easily achieve, adapted from the big screen.”

The deal runs from October 2017 to June 2018. The creative was developed by Recipe.

The movie releases in the UK on 3 November.

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