ASIA-PACIFIC – KUALA LUMPUR, MALAYSIA, NOVEMBER 2010 – Leo Burnett & Arc Singapore has been appointed as the brand and digital agency-of-record for Procter & Gamble cosmetics brand Max Factor, which recently launched in Malaysia. The brand is distributed locally by StarAsia Malaysia.
To launch the iconic brand, a star-studded launch event was held at Menara PanGlobal. Malaysian celebrities such as Melissa Indot, Mizz Nina and Jay Menon appeared on the ramp, with purple projections on the iconic tower, Menara Kuala Lumpur embodying Max Factor’s new False Lash Effect Mascara brush.
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Winnie Loo, 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 of the brand’s distributor, StarAsia Malaysia, said, “Max Factor is a brand with a rich history in cosmetics which we Malaysian women should not be deprived of”. Fabio Stefani, Max Factor director for Asia, commented, “Max Factor will inspire Malaysian women to realize their own personal beauty to the fullest”.
