Leo Burnett & Arc Singapore has been appointed as the brand and digital agency-of-record for Max Factor, which recently launched in Malaysia (75th market worldwide for the brand).  



Max Factor, a brand under Procter & Gamble, will be distributed locally by StarAsia Malaysia.  A star-studded launch event - which saw celebrities including Melissa Indot, Mizz Nina and Jay Menon strutting down the runway - was held at Luna Bar in Menara PanGlobal to launch Max Factor in the market.

Drawing parallels between a Malaysian icon and one of make-up’s most renowned brands, a projection was held on Menara Kuala Lumpur. Guests were spellbound with the laser and light projection on the tower which embodied the unique purple color of Max Factor’s new False Lash Effect Mascara brush.

Present at the launch was Fabio Stefani, Max Factor Director for Asia, who told ADOI, “Max Factor will inspire Malaysian women to realize their own personal beauty to the fullest”.

Winnie Loo, the Chief Creative Director of A Cut Above, and a veteran in the make-up industry was the selected make-up artist for Max Factor. Bringing three decades of expertise in the beauty industry, Winnie shared her make-up tips with a live demo on guest model Nardine Ann.

Julia Wong, General Manager, StarAsia Malaysia added “Max Factor is a brand with a rich history in cosmetics which we Malaysian women should not be deprived off”.