on the condition that his sons were given parts. The boys would watch the expensive wigs. Factor marketed a range of cosmetics to the public during the 1920s, and insisted that every girl could look like a movie star by using Max Factor cosmetics. In the early years of the business, Factor personally applied his products to actors and actresses. He developed a reputation for being able to customize makeup to present actors and actresses in the best possible light on screen. Among his most notable clients were: Ben Turpin, Gloria Swanson, Mary Pickford, Pola Negri, Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford, Lucille Ball, and Judy Garland. As a result, virtually all of the major movie actresses were regular customers of the Max Factor beauty salon, located near Hollywood Boulevard. Max Factor's name appeared on many movie credits, and Factor appeared in some cameos. Factor became a United States citizen in 1916. In 1920, Max Factor gave in to Frank Factor's suggestion, and officially began referring to his products as "make-up." Until then, the term "cosmetics" had been used, because "make-up" was considered to be used only by people in the theatre or of dubious reputation—not something to be used in polite society. Death In 1938, Factor was traveling in Europe on business with his son, Davis, when during a stopover in Paris, he received a note demanding money in exchange for his life. An attempt was made by the police using a decoy to capture the extortionist, but no one turned up at the agreed drop-off point to collect the money. Factor was so shaken by the threat that he returned to the USA at the behest of a local doctor, where upon arrival, he took to his bed. Factor died on August 30, 1938, at the age of 60, in Beverly Hills, California. He was originally interred in the Beth Olem mausoleum at the Hollywood Cemetery in Los Angeles. His remains were moved many years later to Hillside Memorial Park Cemetery in Culver City, California. Honors and tributes The Academy of Motion Picture Arts and Sciences presented Max Factor with an honorary Academy Award in 1929 for his contributions to the film industry. Additionally, Max Factor is honored with a star on the Hollywood Walk of Fame (at 6922 Hollywood Boulevard). Max Factor is mentioned in the classic song, "Hooray For Hollywood." In a