Max Factor - Lipfinity

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to lever the total business.
  

Max Factor Lipfinity

Brand Name: Max Factor Client Name: Procter and GambleCategory for this Entry: FMCG Toiletries & BeautyAgency Name: Max Factor

Summary

The phenomenally successful launch of Lipfinity has transformed Max Factor's business, by achieving dramatic growth, and redefined the lipstick category to create a new longwear segment. Importantly, growth has been sustained, a real achievement in the cosmetics business, where new products are constantly being launched and are typically shortlived. Finally, the success has been repeated again and again as the initiative has been rolled out...

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