Max Factor is a strong brand in England and Russia and will continue to be sold in 70 other countries. This 100-year-old brand had a long tradition of being Hollywood's makeup artists cosmetic of choice in the U.S. Struggling of late, Max Factor moved primarily to Wal-Mart stores. The brand will officially be discontinued first quarter 2010, however close out Max Factor products could be available for months more.
So, what happened to this once strong cosmetic brand? In my opinion, maybe it's because they marketed themselves as the makeup of makeup artists. That makes me think they are targeting to an exclusive group that I'm not a part of. Sure I wear makeup, but I don't apply it like a makeup artist. Therefore, I never thought of Max Factor as a cosmetic choice.
No worries, there is still plenty of time to stock up on your favorite eye shadow or mascara. That's the good news.
The bad news, Carmen Electra is out of a job, at least in the U.S.