COMPETITION AND MARKET:
Supermarket makeup brands (Revlon, Almay, L'Oreal, Maybelline, Cover Girl).
Recast Max Factor as high-end product. Redesign packaging to the same design level as other leading supermarket cosmetics brands.
The current market position (professional results at home) can benefit from a more direct link to movie star glamour. The new tagline is "Experience in Glamour" and new brand and package design emphasizes company's ties to early Hollywood history and a long tradition in star-making.