Sarah Churchwell, author of The Many Lives of Marilyn Monroe, has written an excellent article for The Guardian about Max Factor’s upcoming ad campaign featuring Marilyn, and their rather spurious claim to have ‘created’ and ‘transformed’ her.
“If Max Factor wants to emphasise history it should start by paying a little more attention to it. Monroe had her first – tiny – film role in 1947; she did not have her first starring role until 1952. Throughout the 1940s, she was still ‘mousey’ Norma Jeane. For my book on Monroe, I read every major biography then published, as well as many ancillary accounts – about 300 books in all. Not one reported that Max Factor suggested the aspiring starlet should bleach her hair. I don’t think any of them mentioned Max Factor at all. Instead, nearly all credit a woman named Emmeline Snively, the head of Monroe’s first modelling agency, with whom she signed in 1945.
Marilyn Monroe was not created by Max Factor – or by her studio head, Darryl F Zanuck (who hated her); or by her agent, Johnny Hyde, who paid for her to have minor plastic surgery (to the tip of her nose and her jawline) and got her first big roles; or by any of her directors, or husbands, or any other of a legion of men, and a handful of women, who have tried to claim the credit, now including Max Factor’s heirs. She was not created by makeup, in any sense: cosmetics were not sufficient to create Marilyn Monroe, and neither were other people. Emmeline Snively herself said that what distinguished the girl she knew was how hard she worked: ‘She wanted to learn, wanted to be somebody, more than anybody I ever saw before in my life.’
Everyone from Elton John to Joyce Carol Oates (who should know better) has trotted out this tenacious, tiresome story: ‘ordinary’ Norma Jeane was changed by someone else into the glamorous movie star Marilyn Monroe. But Norma Jeane Baker, as she was known in childhood (Mortenson was the name on her birth certificate, but she never knew her father), was always an extremely beautiful girl.
No doubt Marilyn attended the Max Factor beauty salon near Hollywood Boulevard in the 1940s, along with hundreds of other young starlets. I have no reason to disbelieve that she may have worked with Max Factor Jr himself in the 1950s, once she was famous. But no one except Marilyn Monroe created Marilyn Monroe, and in 2015 it’s past time for us to give credit to the woman who earned it.”