40's posters

''The celebrity association continued in the 1980s when Max Factor, reflecting the rising popularity of TV actresses as glamour icons, tapped “Charlie’s Angels” star Jaclyn Smith for a long stint as the brand’s face, even launching a fragrance called Jaclyn’s Smith’s California, which set the stage for Smith’s evolution into her own celebrity brand which is now a core business at Kmart. In the 1990s, however, the brand took a more literal approach to leveraging its Hollywood heritage by featuring real makeup artists from hit films touting Max Factor products in testimonial ads while rivals Maybelline and Revlon tapped into the supermodel craze and turned Christy Turlington and Cindy Crawford into household names. Although admirable in its efforts to stand apart from the supermodel campaigns of its competitors, the makeup artist ads lacked the aspirational appeal of famous faces that represent prevailing beauty standards.''

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