Friday, June 5, 2009

P&G to Discontinue Max Factor line in the US

If you haven't heard, Procter & Gamble has announced its plans yesterday to discontinue the Max Factor brand in the U.S., as it refines its portfolio for the most bang from its other brands. Most bang from its other brands? Meaning that Max Factor isn't one of its best-selling brands in the U.S. since they purchased the brand from Revlon in 1991. It is a fact now that this century-old cosmetic brand will soon vanish from retail shelves in the U.S. early 2010.

According to the P&G site, Max Factor was founded by Russian makeup artist Maximilian Faktorowicz. Max who opened an eponymous makeup and perfume concession at the World's Fair in St. Louis, MO, also later founded an LA theatrical makeup shop where he developed and packaged the first greasepaint in cream form. Max Factor who coined the term makeup, came up with the idea of matching makeup to a person's natural coloring. In the 20s and 30s, he invented cake makeup, first for movie actors, and then popularizing the use of makeup by women across the country at the end of the Great Depression.

I am a big fan of the Max Factor 2000 calorie mascara. Now that they are going to discontinue it in the U.S., this is definitely one of the must-buy items on my overseas travels. What is your favorite Max Factor product?