London — It’s a small world for Max Factor, which focuses on people’s similarities rather than their differences with a new limited-edition capsule of color cosmetics created with brand ambassador Priyanka Chopra Jonas.
The collection includes lipsticks, eye palettes and nail polishes made with breathable, plant-based formulas. The colors are saturated, rich and suitable for different people. Formulas are derived from the in-depth research of his parent company, Coty, and a database of tens of thousands of skin tones.
The Priyanka Universal Color Collection will be available in the UK in early January, followed by Europe the following month. Stefano Curti, his chief beauty officer at Coty Inc., said in an interview that “comprehensiveness” is at the heart of the new capsule, which he spent more than a year researching and developing. increase.
Karty added that the collaboration with Chopra Jonas and the focus on cosmetics with universal appeal are part of Max Factor’s ambition to raise its profile in the color arena. It is a famous brand for foundation.
In an interview with London’s The Ned, Curti said the company’s founder, Max Factor, made a name for himself by creating signature styles for Hollywood stars such as Jean Harlow, Joan Crawford and Lucille Ball. A woman should have access to beauty. He wanted to give them the tools to turn the ordinary into the extraordinary. ”
Actress, producer, philanthropist, investor and 2021 Max Factor Ambassador Chopra Jonas was heavily involved in the development of the new series. I decided on details such as the size of the typeface on the package, and thought about the name of the product.
In another interview, she said the new collection might be small, but it packs a punch. said.
She appears in the campaign alongside four other models, all wearing the same lipstick in one of the images.
“It’s a collection that brings people together. All colors work on all skin tones, but they look different on you and me, but eye shadows are a light touch, depending on the tone and intensity of your skin.” I added that it can be applied in layers or layered.
Chopra Jonas also wanted the product names to evoke “feelings” rather than specific colors, so she named the lipsticks Wild Flamingo, Cool Copper, and Caffe Latte.
In the past, she’s seen “nude” lipsticks and said, “That’s not nude for me.
This is Chopra Jonas’ first foray into makeup, and she said she was hungry for more. We had to keep our focus on.”
She and Carty said there will be more to come, and every move Max Factor makes will be in the name of inclusivity. Told.
Our commitment to diversity and inclusion is paying off.
In the first quarter of fiscal year 2023, Coty’s consumer beauty segment increased its global share for the 10th straight month, outperforming the market, with top performers Max Factor and Rimmel, according to the company.
In the first three months, consumer beauty segment revenue reached $526.6 million, accounting for 38% of Coty’s sales. The segment grew 12% on a like-for-like basis. Carty said Max Factor delivered its strong double-digit growth in fiscal 2022, well ahead of the global mascara cosmetics category.
