This project was intended to reposition a brand that fell into a category of dead, dying, or defunct. Working with Max Factor, a makeup line that just went under this year in the United States, the original intent of the brand was studied. Max Factor was originally a wigmaker and cosmetician for the stage and film, working with and for countless big name actresses. Over the course of a century, his brand lost the film connection by choosing representation from off the stage, a move that is credited for the failure of the brand.
As a rebrand, I chose to take the focus of the brand to a major trend in the beauty industry: the naturals category. By both increasing the importance of both a natural look and pledge to natural ingredients and returning the spokesmodel position to actresses as rightful owners, this brand standards manual revives the original intent of the brand, while repositioning Max Factor as a leading competitor in the beauty industry as a whole.