P&G phasing out Max Factor in US

DAN SEWELL, AP Business Writer

Tools

By Beth Boehne

Story Created: Jun 4, 2009 at 5:21 PM EST

Story Updated: Jun 5, 2009 at 10:53 AM EST

CINCINNATI (AP) — The Procter & Gamble Co. says it will phase out U.S. sales of the century-old Max Factor makeup brand.

The Cincinnati-based consumer products maker says it will keep selling Max Factor overseas, where its sales have been strongest. P&G has been building up its CoverGirl cosmetics business in the United States, and the two brands are both sold widely in U.S. drugstores, other mass retail chains, and online.

P&G spokeswoman Anitra Marsh says CoverGirl sales have risen the past eight years and are nearing $1 billion a year. Marsh says Max Factor sales have been better overseas, and total $1.2 billion globally.

P&G said Thursday it will end U.S. sales of Max Factor products in early 2010. P&G acquired the brand from Revlon Inc. in 1991.

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