I always assumed that the opening of the new Max Factor building at 1666 N. Highland Ave in Hollywood on November 27, 1935 was probably a big deal, but until I came across this photo and started digging a little deeper, I didn’t know the opening was a gala attended by so many stars and celebrities. It makes sense, doesn’t it? After all, Max Factor was one of the go-to makeup guys in Hollywood with an A-list roster of clientele. But this photo taken on the big night makes it look more like a movie premiere.
This is an advertisement placed in the Los Angeles Times the following day announcing that the makeup studio is now open:
This one was also placed in the Los Angeles Times, on November 14, 1935:
This advertisement appeared in the January 1935 issue of The Screen Guilds Magazine:
This article appeared in Variety on November 26, 1935:
Max Factor’s upcoming opening also made the L.A. Times on November 17, 1935:
Even more amazing is that a scroll of celebrity names was made for the evening, the MAX FACTOR’S SCROLL OF FAME:
In this photo, Max Factor is holding an ink pot for Barbara Stanwyck as she signs the scroll with a quill:
Here’s some of the people who were there that night:
- Veronica Lake
- Lucille Ball
- Edgar Burgen
- Spencer Tracy
- Virginia Bruce
- Ginger Rogers
- Phyllis Haver
- Marlene Dietrich
- Colleen Moore
- Maureen O’Hara
- Errol Flynn
- Jack LaRue
- Claudette Colbert
- Judy Garland
- Edward G Robinson
- John Barrymore
- Esther Ralston
- Deborah Kerr
- Robert Taylor
- Barbara Stanwyck
- Ann Rutherford
- Bela Lugosi
And here’s a few more shots of the building:
From some time in the mid-to-late 1930s:
From 1938 (this one looks like it was taken from a motion picture)
And this one is from circa 1952:
The building is still around and in great condition. It now houses the Hollywood Museum and Mel’s Diner. This image is from November 2021:
~oOo~
My sincere thanks to Judithe Raimist Hilton Factor for most of the photos and information she generously shared with me for this post.
~oOo~