The New Art of Society Make Up. Promotional booklet by Max Factor of Hollywood, outlining the recent successes of the cosmetics guru's makeup for Hollywood stars while working under studio lights. The booklet contains celebrity endorsements and instructions on how to achieve beauty perfection according to Max Factor's step-by-step instructions. Stars featured on the cover of the booklet include Joan Crawford and Una Merkel. Max Factor (15 September 1872 ? 30 August 1938), born Maksymilian Faktorowicz, was a Polish-Jewish businessman. Founder of the cosmetics giant Max Factor & Company, he largely developed the modern cosmetics industry and popularised the term make-up in noun form based on the verb.