open to the commercial possibilities and began developing lighter shades. At the time the company was only able to produce enough to meet studio demand, which delayed commercial release until production could be increased. The company used the release of Vogues of 1938 in August 1937 and five months later The Goldwyn Follies, the second film to use the make-up, to commercially release Pan-Cake to the public, backed by a color-based national advertising campaign. It immediately became the fastest and largest selling single make-up item to date, as well as the standard make-up used in all Technicolor films. Beauty micrometer In the 1930s, Factor helped to develop a mask-like device to measure the contours of subjects' faces. He called it the "Beauty Micrometer". Its purpose was to detect even barely-visible structural flaws, that might be magnified and more-noticeable on camera. A technician could then apply makeup to mask the problem. Max Factor's death After Max Factor's death in 1938, Frank Factor took the name Max Factor, Jr., and expanded the still private cosmetics firm, along with members of the immediate family including Sidney Factor, Louis Factor, Davis Factor and Max Firestein. In 1939 Max Factor, Jr., began development of a smear-proof lipstick which would also both be non-irritating and not change color. A kissing machine was constructed to test the formula's resistance to fading. The result was released in 1940 as "Tru-Color" in six shades of red. During World War II, Max Factor developed make-up shades for use by the US Marine Corps in camouflaging faces. In 1947 after 26 months of development by Max Factor, Jr., the company released "Pan-Stik", a cream make-up supplied in stick form and designed to take advantage of the latest changes in studio lighting and film stock. This product was quick to apply as well as non-greasy. It was released to the public in 1948 and was immediately commercially successful. In 1951 the company expanded their range to offer a range of male shampoo, aftershave lotion, deodorant and shaving foams. The introduction of color television lead the company to develop Max Factor Color TV Make-up, which became the standard for use in color television. In 1955 the company released "Electrique", its first fragrance and three years later "Primitif". In 1956 Max Factor inc. purchased Sales Builders, which had until that time handled all of their national sales and distribution. This led to a complete