I posted this in another thread, might help you.
http://wiki.polycount.net/Face_Topology(site is down right now, should be up again soon)
The examples in there are using a technique called Subdivision Surface modeling, which is really good for facial modeling.
In Max, you typically do this with an Editable Poly as your base modifier, and either a MeshSmooth or TurboSmooth modifier on top. You do all the modeling work in the base modifier, while the upper modifier increases the detail and smoothness automatically.
Some more info about the technique.
http://wiki.nurbsandpolys.com/index.php?title=Subdprimer