P&G to stop selling U.S. Max Factor brand

HUNT VALLEY, Md. Procter & Gamble has announced that it will stop selling its Max Factor cosmetics brand in the United States in first quarter 2010.

In the United States, Max Factor represents a small portion of the P&G cosmetics business, the manufacturer stated, and is sold in select retailers. However, Max Factor is the leading cosmetics brand in more than 20 countries, and the No. 2 cosmetics brand in such key markets as the United Kingdom and Russia.

"Max Factor is a strong, profitable brand and remains one of P&G Beauty & Grooming's key engines for 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," stated Virginia Drosos, president of Global Female Beauty at P&G. "P&G is fully committed to profitable growth and leadership in cosmetics, both in the United States and globally. This is the right decision to further strengthen our cosmetics business because it allows us to focus our U.S. resources on continuing to growth the No. 1 brand in the region, CoverGirl."