Max Factor unveils ‘What’s Your X’, a movement of unapologetic self-expression, leads the campaign with Celebrity Makeup Artist Mehak Oberoi & 400 influencers

Max Factor partners with leading celebrity makeup artist Mehak Oberoi and talented beauty influencers from the country to showcase their ‘X-traordinary’

India – 6th August, 2024 – Max Factor, the legendary Hollywood makeup brand celebrated for its groundbreaking innovations and trailblazing technology, is making waves in India’s vibrant beauty scene. With Priyanka Chopra Jonas as its Global Ambassador, Max Factor unveils its latest campaign, ‘What’s Your X’.

What’s Your X celebrates being cutting-edge, ahead of the curve, and unapologetic, much like Priyanka Chopra Jonas and her illustrious career. It’s more than just a social media campaign; it’s a call to action to everyone to celebrate their distinctive qualities and express their true selves with confidence.

Max Factor’s tagline, “Reveal Your Extraordinary,” drives its mission to empower individuals to boldly showcase their unique beauty and personality. This campaign transcends makeup, celebrating individuality and the distinctive qualities that make each person exceptional. ‘What’s Your X’ is a tribute to the strength of womanhood, emphasizing how women support and uplift one another. It is about fostering authenticity, community, body positivity, and self-love.

In an exciting collaboration, Max Factor partners with the renowned celebrity makeup artist Mehak Oberoi. Famous for her stunning work with stars like Kiara Advani, Shilpa Shetty, and Malaika Arora, Oberoi will lead this campaign alongside top beauty influencers like Sakshi Sindhwani, Ishani Mitra, Tarini Manchanda, Simmy Goraya and Smriti Khanna. Together, they bring their unique flair and extraordinary talent to the forefront, with Priyanka Chopra Jonas playing a pivotal role in the campaign’s launch and ongoing engagement.

You can view the campaign below:

MehakOberoi: https://www.instagram.com/reel/C9zI8AVIewj/?igsh=MWt6YW16MGNpMjVwNw==
Sakshi Sindhwani: https://www.instagram.com/reel/C9zYXrzOdRJ/?igsh=djBoY2ZkOGtkbGlw
Tarini Manchanda: https://www.instagram.com/reel/C97OxvwtCWH/?igsh=YXI2ZnlocjlzdmJ5
Simmy Goraya: https://www.instagram.com/reel/C949SAAIEMa/?igsh=emt5dWRqMGk2OGIx
Smriti Khanna: https://www.instagram.com/reel/C99PYYdNG0B/?igsh=dW12ZmhqaWtrZDlq

“Max Factor has always championed the cause of being yourself and nobody else. As the brand that invented mascara, compact powder, and some of the key makeup categories for generations to come, we’re extremely thrilled to launch our social media campaign speaking to the youth of India,” says Mansi Sharma, Creative Director at House of Beauty. “By collaborating with 400 of the country’s top influencers and beauty experts, who in essence are the voice of today’s beauty consumer, we aim to take over social media and highlight the power of makeup as a tool for self-expression, celebration, and confidence.”

Celebrity Makeup Artist Mehak Oberoi adds, “Associating with Max Factor for the ‘What’s Your X’ campaign has been an incredible experience. As a makeup artist, I see firsthand how makeup can transform not just appearances, but also confidence and self-expression. This campaign is about more than just beauty; it’s about empowering people to recognize and celebrate their unique qualities. I am excited to be part of this journey and to see how individuals across India reveal their extraordinary selves.”

The campaign is now live. Through this influencer and marketing campaign, the brand aims to reach 35+ millions of customers, further solidifying its presence in India’s dynamic beauty landscape.

About Max Factor:

Max Factor is a leading makeup brand known for its innovative products and rich heritage. With a legacy dating back to the early 20th century, Max Factor has been at the forefront of the cosmetics industry, introducing groundbreaking products and techniques that have shaped the way people approach makeup. Today, Max Factor continues to innovate, offering a diverse range of products designed to empower individuals to express themselves through makeup.

About House of Beauty

House of Beauty™ is a new age, specialty beauty company in India bringing the best of international & cult beauty brands to the modern Indian consumer. With comprehensive expertise in brand building, service excellence and aspirational distribution and omnichannel operations, House of Beauty represents a growing portfolio of premium brands, all scaling successfully in line with global brand strategies. Leveraging two decades of retail experience from its powerhouse parent company – Quest Retail – House of Beauty™ is perfectly poised to deliver high octane growth for the next generation of Indian beauty.