Max Factor Not To Be Carried in the US Anymore: I Think I Know Why
Procter & Gamble who bought Max Factor in 1991 have decided to stop marketing the centenarian brand, established 1909, in the US despite its historic Hollywood legacy. Times write that this is going to happen by the beginning of next year.
I have to say that speaking from my own experience I was surprised some time ago to realize that Max Factor was actually carried at all in the US and that it was the same brand as the one I had experienced back then in the UK (my staples then were the 2000 Calorie Mascara and an eye liner). The label lettering looked different with its emphasis on a dotted "MAX" at the incomprehensible cost of leaving "Factor" in the shadows although it's a legendary name (see comparative pictures: the British products are on the left and the US ones on the right). The lettering was way too big and you could almost miss it because of that. What caught my eye one day were the interesting colors on a rare visit to Walmart. It's only once I purchased the items and did some research online that I discovered it was that Max Factor....
"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," said Virginia C. Drosos, president of Global Female Beauty at Procter & Gamble. "This is the right decision to further strengthen our cosmetics business because it allows us to focus our U.S. resources on continuing to grow...CoverGirl,"They should have kept the same image and played out the strong UK connection like for Boots at Target.