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| Author | Zoe Aresti |
Max Factor, the makeup of Makeup Artists from Coty, has announced it will become the face of premium cinema by entering a long-term partnership alongside Digital Cinema Media’s (DCM) boutique cinema chains; Curzon, Everyman and Picturehouse Cinemas, as well as a selection of independent venues.
The deal, brokered by media agency, Zenith, will see Max Factor aligned with four major upcoming releases from October 2017 to June 2018. For each film, a 60” bespoke cinema creative, created by Recipe, will be shown across cinemas nationwide, outlining how to ‘Create the Look’ of that film.
The partnership launches this month with an extended piece of branded content available online at maxfactor.com. In partnership with 20th Century Fox, this three-minute piece presents a tutorial from Max Factor make-up artist, Caroline Barnes, creating a speedy beauty tutorial designed to inspire the glamorous look from the upcoming, star-studded whodunnit, Murder on the Orient Express, featuring Johnny Depp, Penelope Cruz, Kenneth Branagh, Michelle Pfeiffer and Daisy Ridley. The film is released in cinemas nationwide in November 2017.
Key assets and branding will feature across all three exhibitors’ websites and newsletters. For each film, one Max Factor premiere event will be hosted in various locations across the UK, kicking off with a screening of Murder on the Orient Express at Everyman Bristol, 8 November.
Davina Barker, Sales Director at Digital Cinema Media, said: “We’re thrilled to launch Max Factor as the face of premium cinema, reaffirming its status as the leading makeup of Makeup Artists by showcasing bespoke content on the big screen to its upmarket target audience.”
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 said: “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 initially runs alongside 20th Century Fox films Murder on the Orient Express and The Greatest Showman, with more announced throughout the course of the campaign.