Day 14: Glamour & Groceries
by MUA's Cavewoman
In the late 90's, Max Factor cosmetics had all but disappeared from the drugstores, and remained pretty much only on half-stocked shelves at some Walmart stores. What did remain seemed rather dated (who was buying Pan-Cake Makeup?) and was fighting some stiff competition from brands like L'Oreal and Cover Girl. Proctor & Gamble bought Max Factor, and started a daunting task of updating and moderinzing the tired brand. With the "face" of the beautiful Carmen Electra and the hiring of famous makeup artist Pat McGrath as their creative director, Max Factor began to re-invent itself. Starting with their revolutionary Lash Perfection mascara, with its innovative and much-copied plastic bristle brush applicator, Max Factor is emerging as a company which is focusing on modern, beautiful, well-formulated products and colors, with a glamourous edge.
Pat McGrath was never formally trained as a makeup artist, but she loved doing makeup at an early age. She quickly became the favorite makeup artist of fashion photographers and couture designers. She designed for the Armani makeup line, and her list of credentials is a who's who of the top names in fashion and beauty. For Max Factor Spring 2009, McGrath has designed a new line of gel-cream formula lipsticks called Vivid Impact. I recently spotted these at the local chain grocery store where my Mom and I do our weekly shopping! Twenty wearable colors range from pale pinks and mauves to neutral-nudes and the three most fabulous reds I've ever seen. I had to have two of them. Into the cart they went, alongside the bananas, garbanzo beans, coffee creamer and doggie treats. Well-pigmented and smooth as silk, this formula glides on the lips with comfort and ease. One swipe told me that this was no ordinary cheap drugstore lipstick. It felt like some of the nicest lipsticks I've found at any mid-to-high-end department store or niche brand, including my favorite YSL Rouge Volupte. And applied with a lip brush, the effect is makeup-artist perfection. My Rose Rage lasted all morning and through lunch, too. I can't wait to try the reds.I'm so happy that both McGrath and the new Vivid Impact lipsticks are getting such well-deserved press in the fashion magazines. The clipping in the photo is from the March issue of Bazaar. Looks like the hot color to have is Ms. Right Now, which is a dark, rich red that is sure to sell out fast. I don't have that one. Yet. Mom and I are going grocery shopping tomorrow!