Mumbai: Hollywood makeup brand Max Factor has unveiled its latest campaign, ‘What’s Your X’. Priyanka Chopra Jonas is its global ambassador.
The campaign the company explains celebrates being cutting-edge, ahead of the curve, and unapologetic, much like Priyanka Chopra Jonas and her 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’ looks to empower individuals to showcase their beauty and personality. This campaign looks to transcend makeup, celebrating individuality and the distinctive qualities that make each person exceptional. ‘What’s Your X’ the company explains is a tribute to the strength of womanhood, emphasising how women support and uplift one another. It is about fostering authenticity, community, body positivity, and self-love.
Max Factor has partnered with celebrity makeup artist Mehak Oberoi. Famous for her work with stars like Kiara Advani, Shilpa Shetty, and Malaika Arora, Oberoi will lead this campaign alongside beauty influencers like Sakshi Sindhwani, Ishani Mitra, Tarini Manchanda, Simmy Goraya and Smriti Khanna. Together, they bring their flair and talent to the forefront, with Jonas playing a pivotal role in the campaign’s launch and ongoing engagement.
“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. 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” said Mansi Sharma creative director House of Beauty.
Oberoi said, “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 recognise 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.
View the campaign below:
Mehak Oberoi: 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
