Capitalising on the hype surrounding the Oscars, we teamed Max Factor with a media partner that embodies glamour: Glamour magazine. However, rather than following ‘Oscars’ editorial with conventional page advertising, we created an exclusive Max Factor asset, the ‘Hollywood Colour’ supplement. ’Hollywood Colour’ was bagged with full branding onto Glamour - the UK’s best-selling women’s title - and included tips on celebrity finesse, an A-list premiere competition and a sample of the new product.

The Max Factor supplement stood out against 27 pages of cosmetics advertising in Glamour magazine and the title enjoyed a measurable increase in sales. The initiative created a powerful point-of-difference. This was Max Factor’s most successful foundation launch ever. At launch, Colour Adapt sold seven products every minute.