By  on June 4, 2009

Global appeal just couldn't carry Max Factor in the U.S. any longer.

Procter & Gamble Co. is discontinuing the U.S. distribution of Max Factor, which was founded in the Forties as the original American makeup artist brand in the early days of Hollywood. P&G cited reasons the brand has only a small share of the market here — especially compared to its strong growth in the rest of the world — and that resources would be better utilized for its leading makeup brand, CoverGirl.

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