Max Factor Hero

MAKE GLAMOUR HAPPEN

Getting Under the Skin of Glamour

MAX FACTOR

Facing a category that was being challenged on every social channel, upsetting traditional product messaging Max Factor had to do something differently. Our audience told us outright that beauty brands were out of sync with what it’s like to be a women today. To add to this, Max Factor was facing it's own brand crisis: It wasn’t seen as aspiring, nor was it talked about – and crucially, it had nothing to “wow" in-store. Our task was to reclaim and own “glamour” when glamour was being eroded by modern life.

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Our campaign platform #makeglamourhappen started by mobilising our make-up artist network. We asked each artist to define what glamour meant to them, personally. A bold a call to inspire you to find your own glamour. 

To authentically re-engage with our audience, we centred activity around the makeup process itself with a pop-up glamour studio – show you how to create glamour regardless. This allowed us to have impromptu shoots as well as more choreographed moments with talent and influencers. More importantly, it gave our audience the chance to have glamour land in the middle of their Saturday morning shopping experience, and re-appraise Max Factor as a "wow" brand. 

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We actively encouraged women to share #makeglamourhappen on social which in turn helped spread the conversation.

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#makeglamourhappen is a truly global social campaign platform that allows markets different levels of effort, running for over 6 months and generating thousands of tweets, shares and engagements. Fans were able to engage and simply enjoy the feeling of being glamorous without any of the associated guilt. It allows all women to choose their own version of glamour and be bold about it without fuss or conceit.

Studio: Leo Burnett Holler / Creative Direction: Chomoi Picho-Owiny

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Chomoi Picho-Owiny
Creative Direction

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There is only one word for Chomoi. PHENOMENAL. A dream to work with.

Lucy Witts

Senior Producer, Venture Video

A passionate and articulate creative director. He was a great inspiration to the team.

Mandy Chan

Senior Interaction Designer, Google

A highly skilled and passionate creative director. A valuable mentor for me.

Fernando Lobina

Senior Designer, AKQA

Chomoi is a true inspiration. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

An inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Insightful, passionate and a genuine creative talent

Maggie Lonergan

CEO, Publicis Emil

A rare breed of Creative Director.

Hitesh Supeda

Senior Experience Designer, Habitat

He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

Extremely consultative and collaborative, his ideas were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him.

Daisoo Lee

Creative Director, Sky

Chomoi has the ability to come up with original innovative ideas quicker than any other creative director I have worked with.

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Senior Manager, Publicis Sapient

© Chomoi Picho-Owiny 2025