In a dose of cosmetic irony, Max Factor will soon be discontinued in the U.S.—a brand that was started in the Forties as the original American makeup artist brand. Procter and Gamble who currently own the line of cosmetics came out with a statement yesterday saying that the brand has lost it's American appeal and should focus on the much more popular international markets. President of Global Female Beauty at P&G, Virginia C. Drosos, explained that, "“Max Factor is a strong, profitable brand and remains one of P&G
Beauty & Grooming’s key engines for global growth, however, we are
choosing to discontinue the U.S. Max Factor brand, which has different
products, packaging and distribution channels than the Max Factor brand
marketed around the world.” Wow—who knew?
This news did not come as a shock to most retailers and consumers who haven't seen much from the product line in years especially when pairing it against the likes of household brands like Revlon, Maybelline, and Cover Girl. That may be due in part to the fact that Max Factor is only sold at WalMart, Duane Reede, and Ulta along with some other small regional retailers. And speaking of Cover Girl, Procter and Gamble are ditching the U.S. distribution in order to focus more of their resources on Cover Girl, their most profitable American line.
Article and Photo Source: WWD
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