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Q4. 
 
The development of color film production required the Max Factor company to develop a new line of 
products. The existing make-up reflected surrounding colors. As a result of how bad they looked, many 
actors and actresses refused to appear in color films. At this time Frank Factor, Max’s son, took the lead 
and developed a suitable product. It had a solid cake form and was applied with a damp sponge, which 
concealed skin imperfections. 
 
 

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Q5. 
Soon actresses and other women working on movies sets were stealing new makeup to use in their personal 
lives. Its only disadvantage for everyday use was that it made the skin too dark under regular lights, having 
been designed for the powerful lights used in film studios. Frank Factor began developing lighter shades. 
In 1937, new “Pan-Cake” make-up was released to the public and it became one of the fastest selling 
cosmetic items. 
Q6. 
 
After Max Factor’s death, Frank Factor took the name Max Factor, Jr., and expanded the still private 
cosmetics firm. The company began development of a smear-proof lipstick which would not fade. A 
special machine was constructed to test the formula’s resistance. The result was “Tru-Color” lipstick in six 
shades of red. During World War II, Max Factor developed make-up shades for use by the US Marine 
Corps in camouflaging faces. 
Q7. 
Max Factor, Jr., continued his commercially successful developments, such as cream make-up supplied in 
stick form. Soon the company offered shampoo for men and its first perfume called “Electrique”. The early 
1960s saw the company go public and list its stock on the New York Stock Exchange. This period also saw 
the third generation of the Factor family rise to senior positions within the company.