Friday, June 5, 2009

100 Year Old Brand Ends in U.S.

Yesterday, P&G announced that their Max Factor cosmetic brand will be discontinued in the United States.  

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.


Anonymous said...

The brothers that took over the company needed no cosmetic enhancing, let me tell you.

I'm not too worried about Carmen Electra finding work. If all else fails, she'll just re-marry Dennis Rodman and live the life of leisure!

Maureen McCabe said...

hmmm I am a big fan of "drugstore make-up" but I wonder if I have bought Max Factor. I am not a Wal-Mart shopper though. I'd swear CVS still had Max Factor but maybe not.

I was aware of Max Factor's make-up of the make-up artists claim. I don't think that would turn me off but looks like I am a sucker for whatever Revlon and Olay promise me.