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From Pancakes to Perfumes. When Max Factor Sr. died in 1938, his sons took over the business, with Davis running the financial end and Max Jr. thinking up new products. Their biggest success: Pan-Cake makeup that can be applied smoothly with a sponge.* Last year Pan-Cake sales totaled more than 10 million boxes (at $1.60 apiece).
This year the Factor laboratories are marketing a new product called Creme Puff, a makeup that has the staying qualities of grease paint, yet can be patted on with an ordinary powder puff, and a new makeup pencil called Erace (TIME, June 21), to hide dark circles under the eyes. By Christmas, the Factor brothers plan to be selling their own line of perfumes. Says Max Jr., who believes that beauty is not even skin deep: "It gives me a fine feeling to see all the beautiful women in the streets and to know that I had a part in making them beautiful."
* Max Jr. applied his makeup talents in another way this year, when an extortionist tried to threaten him into paying $30,000. The culprit was promptly caught by an FBI agent made up with Factor grease paint to resemble Max himself.