By Amy Lawrenson
Have you ever wondered who coined the word make-up?
Well wonder no more, it was Max Factor. In 1920 Max Factor created the first make-up line and coined the word calling this new range 'Society Make-up'.
Max Factor, the brand, has always been about glamour in all its guises, Max Factor started his career selling cosmetics to actors in Los Angeles after all.
Today, Max Factor is redefining glamour, showing that any woman can be glamorous in her own way. Global Creative Design Director, Pat McGrath talks about what modern glamour means...
What is your definition of modern glamour?
PM: Modern glamour means choice rather than rules. It’s diverse and personal, finding the various glamour looks that suit your different moods and occasions. Modern glamour is individual; it’s about enhancing and intensifying your beauty, rather than copying someone else’s look. It isn’t one look fits all, but about working with your personality and lifestyle.
How does a woman achieve this?
PM: You have to find the look that works for you – it’s about ‘your’ glamour – which comes with practice and good advice because it relies on knowing what suits you. If you look back at Hollywood stars such as Ava Gardner, Jean Harlow and Marlene Dietrich, their glamour looks were created by Mr Max Factor; he gave them an on-screen identity that empowered them as women.
Do you find Mr Max Factor’s iconic Hollywood looks inspiring?
PM: It’s interesting to me to see how Mr Max Factor developed looks that were very specific to the face shapes and colouring of the stars of the day. He had separate make-up rooms for brunettes, blondes and redheads which he decorated and lit to suit their colouring. He knew that what works for one woman won’t necessarily suit another, so that has always been an inspiration to me.
What’s important is that each of those stars was a strong woman who came to define the look that was created for her, turning her into a uniquely individual glamour icon. If you think of Jean Harlow, she had a specific arched and elongated eyebrow shape and spiked lashes; Joan Crawford’s lip shape – the Hunter’s Bow - was created by Mr Max Factor and it helped re-define her career, gaining her more serious roles.
Watch Max Factor's short film with make-up by Pat McGrath below...