P&G to phase out Max Factor in the United States

SAN FRANCISCO, June 4 (Reuters) - Max Factor, the 100-year-old American makeup brand, will be discontinued by early next year in the United States, where its market share is limited, owner Procter & Gamble (PG.N) said on Thursday.

The brand will continue to be sold abroad in more than 70 countries, P&G said.

Procter & Gamble, which also owns more widely distributed Cover Girl, said the company will focus its resources on that brand, which it called the No. 1 cosmetics brand in North America.

Max Factor, which has about 1 percent market share in the United States and limited distribution, generates some $1.2 billion of retail sales around the world, said spokeswoman Anitra Marsh in an email. (Reporting by Alexandria Sage; Editing by Steve Orlofsky)