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under all except under the powerful lights used in film studios. While his father wanted to reserve the product for film use, Frank Factor was open to the commercial possibilities and began developing lighter shades. At the time the company was only able to produce enough to meet studio demand which until production could be increased delayed commercial release until 1937. Backed by a colour based national advertising campaign, it immediately became the fastest and largest selling single make-up item to date, as well as the standard make-up used in all
Technicolor films.
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After his father's death in 1938, Frank Factor legally changed his name to Max Factor Jr. and as president expanded the still private cosmetics firm, along with members of the immediate family. He was heavily involved with the development of new products, particularly "Tru-Color" released in 1940 as
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film. This make-up was released to the film industry under the name "Pan-Cake". It was immediately a hit and its advantages led to women stealing it from the film sets and using it privately. Its only disadvantage for everyday use was that it could not be used at night as it made the skin too dark
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Because Max Factor was recovering from being hit by a delivery van at the time, Frank Factor took the lead over the two years that it took to develop a suitable make-up for use with the newly developed
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Max Factor Jr. was married in 1933 to
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businessman and cosmetics pioneer. Known as "Frank," his family moved to
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horses for many years. He had a home in the Deep Well neighborhood of
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Arrival of Max Factor Jr. and his wife, Mildred “Milly” Cohen,
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American chief executives of fashion industry companies
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Max Factor – The Man who
Changed the Faces of the World
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The Best Guide Ever to Palm
Springs Celebrity Homes
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292:. Horatio Limburger Oglethorpe. pp. 247–49.
153:(August 18, 1904 – June 7, 1996), also known as
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107:Max Factor & Company cosmetics
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277:(Oregon), June 9, 1996 – Obituary
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333:. New York: Arcade Publishing.
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325:Basten, Fred E. (2008).
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229:Palm Springs, California
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124:Mildred "Milly" Cohen
159:Max Factor Cosmetics
113:Board member of
16:American businessman
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208:Technicolor
191:Los Angeles
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384:Categories
314:Forever LA
243:References
195:California
183:Max Factor
165:Early life
175:St. Louis
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179:Missouri
161:empire.
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