How Max Factor outsmarted the competition during the pandemic

In 2021 the pandemic still impacted all of our lives. Fortunately, drugstores were allowed to stay open. But footfall dropped dramatically due to restrictions & curfew. Consumers went from fun shopping to functional shopping. And sales numbers of Max Factor were hit hard, since drugstores are their main sales channel.

To make up for the loss in category sales in drugstores, Max Factor had to win market share.

Our strategy to grow market share was twofold:

Our digital strategy had a mobile focus and was fueled by real time footfall data:


The two-pillar media strategy was highly effective:

This resulted in +22% overall campaign ROI vs Max Factor benchmark.
And most importantly: Max Factor reached #1 position in drugstore market share during the campaign.