After two days at Deira City Centre, the Challenge now comes to Lamcy Plaza

Dubai, UAE, November 25, 2004 - Hundreds of women took up the Max Factor Lipfinity Challenge during the first in a set of in-mall trials designed to demonstrate the lipstick's long-lasting colour. While the first two spot trials were held at Deira City Centre, women who haven't yet put Lipfinity to the test can take part in the next two challenges at Lamcy Plaza on Friday and Saturday, November 26 and 27.

Professional make-up artists are on hand at the Lipfinity Challenge booth to assist women experience first-hand the challenge of wearing Lipfinity and enjoying its ten hours of colour hold and moisturizing ability.

Max Factor received a tremendous response from women who took part in the first two days of our Lipfinity Challenge. They were able to see for themselves that with only one application, they could have great staying colour all day long, no matter what they were doing - shopping, eating or enjoying a coffee - at the mall.

"Max Factor Lipfinity is the only lipstick women will need for any occasion since the lip colour will last beautifully whether all day or all night, without touch-ups." said Make up artist Graham Johnston.

Lipfinity from Max Factor is a major cosmetic breakthrough that works with a two-step application, first by applying colour to lips and then by adding a top coat that softens, smoothes and moisturizes lips and gives a "lipstick" appearance. However, unlike traditional lip balm, the top coat does not dissolve lip colour.

This system is the first to offer separate applications for its long-lasting colour and moisturizing benefits. Max Factor has launched Lipfinity at a time when consumer demand for a long lasting lipstick has never been higher, with over 80% of women citing a long-wear lip colour that doesn't leave lips dry or stained as their dream product.

Although the market has been flooded in recent years with lip colours promising to meet these needs, only Max Factor Lipfinity, with its pioneering technology, has met the challenge to give women a long-lasting lip colour in a range of delicious shades, all lasting more than ten hours.

If you have not yet taken the Lipfinity Challenge, be sure to visit the Challenge booth at Lamcy Plaza, for the perfect opportunity to try Lipfinity for yourself.

-Ends-

For more information, please contact:
Mirna Olabi                             
Manning Selvage & Lee (MS&L)
Tel: +971-4- 3672595 ext 153
Direct: +971-4-3676153
E-mail: mirna.olabi@dubai.mslpr.com

© Press Release 2004