Final answer:
Max Factor is using the 'Use or User' positioning strategy by implying that their makeup is chosen by professional makeup artists, suggesting a professional standard of quality.
Step-by-step explanation:
When Max Factor makeup claims it is “the makeup that makeup artists use,” the positioning strategy being used is Use or User. This positioning strategy focuses on showcasing who uses the product, implying that it is of a professional standard thereby suitable for consumers aiming for a high level of makeup artistry. It aligns the product with professionals in the field, suggesting quality and expertise without directly commenting on the product's features or price point.