SAN FRANCISCO, June 4 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
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)