MAX FACTOR CELEBRATES 100 YEARS OF BEAUTY

Supermodel Gisele Bündchen Announced as New Face of Legendary Cosmetics Line

September 3, 2008 - Hunt Valley, MD /PRNewswire/ — MAX Factor Cosmetics, the original makeup artist brand, is turning 100 years old in 2009 and looking more stunning than ever! The beginning of the brand's next century is about to get even more beautiful, as the iconic cosmetics line announces the signing of supermodel beauty Gisele Bündchen as its newest spokesperson. Gisele's role as the newest MAX Factor face represents an exciting new expression of the brand's long-standing heritage of putting modern, fashion-forward makeup looks within reach for all women with its line of professional quality products.

Mr. Max Factor, the father of modern makeup, revolutionized the concept of beauty 100 years ago on the Hollywood movie lots with the creation of his iconic makeup line. Designing looks for Joan Crawford, Bette Davis, Rita Hayworth and Katherine Hepburn, he transformed the leading ladies of his era. Soon women everywhere wanted to look like their favorite trend-setting sirens, so he created a line of lip gloss, foundation, eye shadow and concealers and began selling his innovative cosmetics line to the general public.

"MAX Factor is a brand that has touched some of the most glamorous faces in the world for the last 100 years," said Bündchen. "But more than that, I love that this was the original brand to make that professional artistry and glamour available to everyday women, and I'm honored to work with MAX Factor in continuing that great tradition."

"We are thrilled to welcome Gisele to the MAX Factor family," said Bruce Katsman, Associate Marketing Director, MAX Factor Cosmetics North America. "She is a gorgeous, inspiring, sophisticated woman on top of the worlds of high fashion and style. Gisele's uniquely transformative beauty and trend-setting flair is admired by women everywhere making her the perfect fit as the face of MAX Factor beauty today."

Gisele will promote the brand across multiple marketing vehicles, including print, public relations, in-store and interactive. She will begin to appear in the ad campaign for Lipfinity Lip Collection and ColorGenius Face Collection in select October fashion magazines. Gisele will continue to showcase MAX Factor's professional artistry and products in a series of new product introductions throughout the brand's centennial year.

MAX Factor products are available nationwide at select retailers, including Walmart. Visit www.maxfactor.com for store locations, pro artist makeup tips, and a behind-the-scenes look at the brand's evolution as it celebrates 100 years of professional, accessible makeup artistry.

About P&G Beauty (NYSE: PG)

P&G Beauty products help make beauty dreams real and grooming enjoyable everyday for millions of women and men worldwide. With more than 100 brands available in nearly 130 countries, P&G Beauty delivered sales of more than $22 billion in fiscal year 2006/07, making it a leading global beauty company. P&G Beauty offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head and Shoulders®, MAX Factor®, CoverGirl®, DDF®, Sassoon Professional®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Christina Aguilera fragrance, Escada®, Hugo Boss® and Lacoste® fragrances. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.