Max Is No Longer a Factor in U.S.

2009-06-04 | 06:23

P&G to phase out venerable brand in the States.

With sales faltering, P&G is closing the door on the Max Factor brand in the U.S. The company will begin phasing out the iconic mass market color cosmetics brand early next year. Max Factor will still be available outside the U.S.

With Max Factor holding just a 1.2% share in the U.S., P&G made the move to focus resources on its Cover Girl brand, according to the company.