Let the Stockpiling Begin: Max Factor will end US sales in 2010
Seriously....
Procter & Gamble 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. A P&G spokeswoman says CoverGirl sales have risen the past eight years and are nearing $1 billion a year. She 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. (Yahoo/AP)
How will I ever love another drugstore mascara? Should I start weening myself from Volume Couture now?
Vent in the comments and post your favorite Max Factor product!
Labels: Max Factor Cosmetics
posted by Annieytown @ 5:22 AM
25 Inspired Comments
25 Inspired Comments:
Oh no!!! I wonder if we could still order it online??? I LOVE Volume Couture. I also love their Vivid Impact lipstick. This is a very sad day.
Eh, not a surprise. I live in Chicago, major metro & all, & its next to impossible to find the products, never mind all the colors (no one carries all the Vivid Impact l/s colors in store, never mind the available color selection was so biased to cool shades I could never find a color that worked for me). How the heck did P&G expect to sell product when its only available in 8,000 stores in the US compared to 50,000 stores for CoverGirl? They'll probably make more money off the new D&G line anyway.
I never really got into max factor, but thats weird that their going to completely cut off us Americans. I bet it will be marked down pretty soon, so you can start to stockpile.
I too love MF mascara, especially Volume Couture. Lash Perfection is good for me too. I guess I'll have to stock up (as if I need more mascara in my stash...)
Nooo!! The 2000 calorie mascara is the BEST! Any replacement suggestions??
Whaaat? No! I love Max Factor! Although this does explain why a lot of the CoverGirl/Max Factor new product releases have been very similar lately.
I've wanted to try Volume Couture! Does it hold a curl well?
It's been getting harder and harder to find in Manhattan. Certain drugstore chains carry part of the line...other chains don't carry any. How sad. I really had hope for this line, after Pat McGrath got involved.
I'm so upset! I just started using Volume Couture a few months ago and adore it. I'm going to have to stockpile it but I just hope they don't go bad.
I'm not surprised either :/ Bummer though. Can they ditch Cover Girl instead, :P? I prefer MF over CG by a huge margin!
This is such a sad news! I know so many people who are addicted to MaxFactor's mascaras. I think there has to be some kind of a solution, such as making it possible for people to acquire it via internet!
Oh I'm sure they'll have the same products under a different name. Let's face it, now adays when one hears the name "Max Factor" they don't think makeup, they think "Max Factor Heir - the scuzbag rapist!"
Wow, this is surreal, like GM filing bankruptcy! What is more American than Max Factor?! I think this is a bad idea, but when did P&G ever care about what we think? (I will NEVER forgive them for what they have done to Jean Patou.)
I dislike many Cover Girl products due their rather medicinal smells - I never wore the "Clean makeup" back in the day, why would I want everything I put on my face to smell like Noxzema? They still put that weird fragrance in a lot of their products, even the otherwise decent loose face powder, so now I just assume that all their face makeup products have it and I don't ever buy them.
Meh. Animal testing's an issue for me, so I've never bought P&G products. Have tried Volume Couture, but will live without it. Have never noticed any MF product but mascara, and have the same "bleh" feeling about CG. No great loss.
I really like Masterpiece WP, it's one of few mascaras I have bought more than once. I'm in Europe, so I assume I will still be able to get it, but on the other hand we lost Revlon a couple of years ago.
I really wonder if/when the new Max Factor lipstick range will appear here, though, it sounds great but I haven't seen it anywhere.
Just like Shana, I don't use any of these brands because of P&G's animal testing stance.
But, BUT I did get excited when I was watching I Love Lucy, and in the credits it said that the Makeup Artist was . . . get this: Max Factor. It never occurred to me that it was actually someone's name! I guess I thought "Max" was short for "maximum" or something. . . .
Same here, Valentine & Shana. I am "WTF-ing" more because Max Factor was my first fuller coverage powder, back when I was a teen. You always remember your firsts.
NO!!!!!!! i wear auburn volume couture almost everyday! they can't do this :(
-laur
So sad to loose Max Factor Lasting Performance Fluid Make-up! It provided great water- based coverage that could be sheer or built without looking cakey, stayed for 8 hours, had a small amount of fixative that pre-empted using powder to clog pores, didn't separate or slide in cracks/wrinkles, stayed true to color, was fragrance and oil free and more. No comparison to Cover Girl Fluid Make-up which is a cheap inferior product that slides, separates and breaks down. Lasting Performance, readily available in drug stores was even superior to many high-priced Department Store brands, including MAC; totally unique one-of-a-kind product. Marketing of such a great staple was at the very least inadequate. SOMEONE PLEASE POST AN ONLINE PURCHASE RESOURCE FOR THE NOW HARD-TO-GET, DEPLETED SUPPLIED MF PRODUCTS, AS WELL AS AFTER 2010 FOR USA USERS, AS IT WILL STILL BE SOLD IN THE UNITED KINGDOM AND OTHER COUNTRIES THEREAFTER. THANX.
A CALIFORNIA FAN FOR MANY YEARS
drugstore.com is a good online source for Max Factor. I've been stockpiling the pancake makeup. It's the only makeup that works for me. I'm hoping someone will still sell it online in 2010
I am sick about P & G discontinuing carrying MF in the U.S.! I've been using their pancake make-up since I was 20 (I'm 64 now!) I feel like I need to buy enough to last me until I die! I can't believe they are so stupid! They should never have bought this company! I might consider carrying this online myself just so I can buy it! All other foundations feel like they are smothering me except this one, and the coverage is superb! I'M TRULY SICK ABOUT THIS...Everyone who cares should call Proctor and Gamble or e-mail them. WE SHOULD FLOOD THEM W/COMMUNICATIONS, TELLING THEM HOW WE FEEL, SO THEY REALIZE WHAT THEY ARE ABOUT TO DO! I just don't know how they can not realize what a great product they are dropping and how popular it is. It is always hard to get, due to it's popularity (now to it's scarcity). Please join me in contacting them!
I'm glad...
They test on animals!
If anyone is against me... Do some research on the animal testing they do.
It horrible!!!
Please, please!!!Where can I buy 2000 calorie mascara. Best ever. Can I buy from overseas?
I have been store to store trying to find mf pansticks and was unable. The girl at ulta told me about them being pulled for animal testing. Boo ...... So I went on amazon.com and order now...they have it all from mf.
omg, no more stretch mascara and my loose powder is getting down there. There has to be a way to order MF.
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