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Max Factor
In the 1920s and 1930s, the "golden years" of Hollywood, Max Factor became intimately associated with the world of movie make-up. He created the lip gloss for the movies in 1914, and coined the term "makeup," based on the verb, "to make up" (one's face).
Jean Harlow, Claudette Colbert, Bette Davis, Joan Crawford, Judy Garland, and virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard. Max Factor's name appeared on many movie credits, and Factor himself appeared in some cameos. He created many looks to establish these actresses, such as Clara Bow's heart-shaped/pierrot lips. Years later, he exaggerated Joan Crawford's naturally full lips to distinguish her from the many would-be stars copying the Clara Bow look he created. He also created shades specifically for them: Platinum (for Jean Harlow), Special Medium (for Joan Crawford), and Dark (for Claudette Colbert).
Many of Max Factor's celebrity clients appeared, at no cost, in beautiful full page, color magazine ads to promote Max Factor cosmetics, so the brand "Max Factor" soon became world-renowned
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