Max Factor gets the Eliza Doolittle effect

Eliza Doolittle: backstage at the Big Night Out
Eliza Doolittle: backstage at the Big Night Out

Max Factor, the makeup brand, has signed pop singer Eliza Doolittle to be a "Max Colour Effect girl".

Doolittle, who is signed to EMI Music, will feature in Max Factor's 'Big Night Out' below-the-line PR and digital campaign, created by Ketchumpleon, alongside pop group Marina and the Diamonds.

The push for the new collection aims to "inspire fun-loving girls" to experiment with bright colours when getting ready to go out. The collection includes eye shadows, lip glosses and nail polishes.

Doolittle will showcase a range of Max Colour Effect looks that have been created by the award-winning make-up artist Caroline Barnes, to give girls tips and ideas for the new line.

Rafael McDonnell, EMI Music's senior vice-president brand partnerships, licensing and synchronisation, Europe and rest of world, said: "This is a fantastic partnership as Eliza really embodies the essence of a Max Colour Effect girl through her colourful songs and personality and, of course, love for make-up. We are delighted to be collaborating with Max Factor to share Eliza's talents beyond her music."

A spokesperson from Max Factor said: "Eliza Doolittle is a great new Max Colour Effect girl – she’s got a colourful identity and stage presence and is one of the girls. Eliza’s the perfect fit to front such a vibrant make-up collection."

The Procter & Gamble-owned brand was merged with the Olay brand two years ago to create a Total Effects Touch of Foundation skincare range, which consisted of both the Olay moisturiser and the Max Factor foundation.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free