P&G to discontinue Max Factor in US

Published: 5-Jun-2009

Make-up brand Max Factor is to be phased out in the US, due to limited market share, says its owner P&G.


Make-up brand Max Factor is to be phased out in the US, due to limited market share, says its owner P&G.

The brand is to be discontinued in the US as early as next year but will continue to be sold internationally, where it is available in more than 70 countries and generates $1.2bn of sales globally.

P&G intends to focus its resources in the US on its Cover Girl brand, which has increased its market share significantly over the past few years according to the company.

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