22 March 2010

Max Factor Discontinued in the US

My Dear Friends,

I received an email this weekend about the discontinuation of Max Factor in the United States.  Proctor & Gamble, the company that produces Max Factor, states that their other cosmetic brand, Cover Girl, has become more popular and therefore they are going to start promoting it more.

Max Factor, despite being named after a legendary Hollywood make-up artist, only has around one per cent market share in the States. The company was set up in 1909 and developed the “pan-cake” foundation, what claims to be the first concealer and the first “waterproof” makeup. In fact, it is said that the reason we call cosmetics “make up” is because that is what Max Factor coined as the informal term (an early marketer, it seems).

Max Factor will continue to be sold internationally as it brings in $1.2 billion in revenues to P&G, so it could hardly be described as failing outside the American continent. It will continue to be sold in over 70 countries.  In the UK and Russia, it is allegedly the number two brand and it’s number one in 20 others. But in the US, where screen legends like Marilyn Monroe wore the brand’s products, the marque will no longer be on sale.

The brand is set for discontinuation in April 2010.  You can currently buy Max Factor at Walgreens, Wal-Mart, Duane Reed, (basically most drugstores) and my advice is if you like this brand - stock up.  There are massive sales going on in quite a few drugstores as they prepare to do away with the brand.  I expect people will start selling them on Ebay for much more than they paid for them, since it will begin to be a hard-to-find brand.

1 comment:

Computergirl said...

Wow, thanks for letting us know! Sad day for you lot over the pond!