Stock up on 2000 calorie mascara: Max Factor is moving overseas
Filed under: Extracurriculars, Shopping
On Thursday, Procter & Gamble announced that, as of 2010, Max Factor cosmetics will no longer be sold in the United States. The line, which is sold in 70 other countries, has become overshadowed by P&G's Cover Girl brand, currently America's most popular makeup line.
In some ways, this move isn't just the end of a brand; it's the end of a particularly American success story. The company's eponymous creator was born Maximilian Faktorowitz, the son of a rabbi in Russia's pale of settlement.
Apprenticed to a dentist at the age of 8, he later went into business selling wigs, makeup creams and rouges. When the Russian Imperial Ballet began using his products, he was appointed the official cosmetologist for the royal family and the ballet.
In 1904, Factorowiz came to the United States with a growing family and $400 in his pocket. Shortly after going through Ellis Island, he changed his name to the more Americanized "Max Factor" and began selling his makeup from a booth at the 1904 St. Louis World's Fair. A few years later, he moved his family to Los Angeles, where he developed the first makeup for screen actors. Unlike traditional stage makeup, Factor's creamy greasepaint wouldn't crack. In the next few years, he became the world's most famous cosmetician; in the process, he coined the term "makeup," and developed the first lip gloss, pancake makeup, and liquid nail enamel.
Factor also opened a salon that catered to Hollywood royalty, which then led to the development of his makeup brand. For years, the link between Max Factor's consumer products and its glamorous ties to Hollywood guaranteed it a solid share of the consumer cosmetics market. Of course, research and development also played a part: in the years after Max Factor's death, the company developed pan-stick, cover up makeup, and waterproof cosmetics.
Factor's son ran Max Factor, Inc. until the early 1970's, after which it was passed around from parent company to parent company in a series of deals. In 1991, Procter & Gamble bought the brand from Revlon for $1.5 billion.
Although Max Factor is a powerful, Horatio Alger-style success story, it is also a dwindling division of Procter & Gamble USA. While more than 50,000 stores carry Cover Girl, Max Factor is only sold in 8,000. On the other hand, the brand is very popular overseas, where customers in England and, ironically, Russia account for most of the line's $1.2 billion in annual sales.
As the makeup of makeup artists leaves its adopted country, it seems worthwhile to ask if this is the end of an era or simply the next step in the development of global trade. Either way, it will be interesting to see if Max Factor becomes the makeup of (overseas) makeup artists!
In some ways, this move isn't just the end of a brand; it's the end of a particularly American success story. The company's eponymous creator was born Maximilian Faktorowitz, the son of a rabbi in Russia's pale of settlement.
Apprenticed to a dentist at the age of 8, he later went into business selling wigs, makeup creams and rouges. When the Russian Imperial Ballet began using his products, he was appointed the official cosmetologist for the royal family and the ballet.
In 1904, Factorowiz came to the United States with a growing family and $400 in his pocket. Shortly after going through Ellis Island, he changed his name to the more Americanized "Max Factor" and began selling his makeup from a booth at the 1904 St. Louis World's Fair. A few years later, he moved his family to Los Angeles, where he developed the first makeup for screen actors. Unlike traditional stage makeup, Factor's creamy greasepaint wouldn't crack. In the next few years, he became the world's most famous cosmetician; in the process, he coined the term "makeup," and developed the first lip gloss, pancake makeup, and liquid nail enamel.
Factor also opened a salon that catered to Hollywood royalty, which then led to the development of his makeup brand. For years, the link between Max Factor's consumer products and its glamorous ties to Hollywood guaranteed it a solid share of the consumer cosmetics market. Of course, research and development also played a part: in the years after Max Factor's death, the company developed pan-stick, cover up makeup, and waterproof cosmetics.
Factor's son ran Max Factor, Inc. until the early 1970's, after which it was passed around from parent company to parent company in a series of deals. In 1991, Procter & Gamble bought the brand from Revlon for $1.5 billion.
Although Max Factor is a powerful, Horatio Alger-style success story, it is also a dwindling division of Procter & Gamble USA. While more than 50,000 stores carry Cover Girl, Max Factor is only sold in 8,000. On the other hand, the brand is very popular overseas, where customers in England and, ironically, Russia account for most of the line's $1.2 billion in annual sales.
As the makeup of makeup artists leaves its adopted country, it seems worthwhile to ask if this is the end of an era or simply the next step in the development of global trade. Either way, it will be interesting to see if Max Factor becomes the makeup of (overseas) makeup artists!
Reader Comments (Page 1 of 3)
6-05-2009 @ 8:53PM
Jill said...
Forget Max Factor. If they don't want your business, go somewhere else. Makeup.com has great boutique brands in addition to all your other favorites. The best thing is the price. The mall stores can't compete. It's the only place I buy my makeup.
Reply
6-06-2009 @ 2:03PM
pat said...
There are tricks that actresses and super models use that keep them looking young and wrinkle free for their close-ups. As a former model I'll share a couple of their insider secrets with you.
For long term smooth, healthy looking skin it's Caracol Cream http://cli.gs/AgeDefyingCaracol If you go to that web site and read about the ingredients in Caracol Cream you'll see why it is in a class by itself when it comes to reducing the appearance of wrinkles and giving the skin an amazingly healthy appearance.
Many of them also use BeautyLift. http://trulyflawlessskin.com/ It is the most potent doctor grade wrinkle erasing system available. Using Beauty Lift can prevent wrinkles as well as significantly reduce the wrinkles you currently have
For cellulite problems they use BodySolution http://cli.gs/BestCelluliteSolution a cellulite toning system that is clinically proven to smooth cellulite and firm in as little as 72 hours.
6-06-2009 @ 2:27PM
marie said...
I own a store and comments like this are extremely annoying. People want to save a buck by shopping on the Internet. However, in their next breath they're wondering why businesses are closing everywhere. Generally Internet sites tack any savings into the shipping cost anyway. People wonder why big stores don't' offer customer service like they used to. Well... In order to compete with the people sitting at home in their basements, they have to cut jobs. Save a buck, close a business. Ignorance must be bliss.
6-06-2009 @ 6:37PM
marie said...
What did you save a buck or two from buying on-line? More and more businesses are closing because you want to save a few pennies. Your the type that will then whine that companies are closing and leaving. On-line stores just tack any savings into your shipping cost anyway. Don't cry when you have no mall to shop any anymore.
6-05-2009 @ 10:32PM
jlw said...
this is sad news.....heavy sigh..... MF is one of the very few brands that isn't yellow and orange, but more pink and beige. Sorry to see ya go.
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6-06-2009 @ 1:07AM
boj said...
Thats ok there are still plenty of other cosmetic shadow colors, if you want neud just add cream and tan
6-05-2009 @ 10:51PM
elle said...
omg its like the end of another era....thats sad...I just cant imagine looking on the make up shelves and not seeing max Factor..Have to admit I like the British brands best anyway...Rimmel and the Aussie lip gloss...but I used to always use their mascara....
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6-05-2009 @ 10:53PM
Smith said...
Karma sucks! Rapist financial supporters!
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6-06-2009 @ 12:19AM
nylizbeth said...
WHO CARES......SO MANY OTHER WORTHY LINES...
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6-06-2009 @ 3:05AM
HooWnts2No said...
As a make up artist, I'm telling you this is devastating news. You won't find products that are on the same level as Max Factor. Not so much their eye shadows, but their foundations can give the ultimate flawless coverage. Don't even get me started on the 2000 Calorie Mascara. I can make it look like you're wearing luxurious false eyelashes every time. Cover Girl will never compare... It is truly a sad day for our industry, and I will be stocking up on their fine products.
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6-06-2009 @ 6:56PM
MissMaggie said...
So true. Max Factor offers the ultimate coverage. BTW, I've tried Cover Girl-over and over again-and simply can't find a combination of coverage and color that I like, and it fades long before my workday is over. Too bad.
6-06-2009 @ 4:40AM
Gary said...
Why would this surprise anybody ...just what do we make in the USA anymore anyway.Even the Hollywood types go over seas to adopt children guess we don't make those here either.
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6-06-2009 @ 5:12AM
Michele said...
I never liked Cover Girl. Their foundations always look yellow, no matter what shade you used. And CG lipstick is crap. Max Factor's products were always a step above the typical drugstore brands. Their cheek and lip stains always looked so natural and never rubbed off. I guess we can still find it on ebay, but the shipping fee will be a killer. P & G pretty much stopped promoting Max Factor, so it's not surprising this happened.
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6-06-2009 @ 5:31AM
Gary said...
Why does this surprise anybody we do not make anything else here. The Hollywood types go overseas to adopt children aparrently we don't make those here in the US either. LOL
Reply
6-06-2009 @ 6:17AM
marguerite mccullough said...
I positively am truly saddened to loose Max Factor, I've never stopped their eye make-up,I have tried other well known brands,sadly none ever compared to Max,being almost 78 years young,I do believe that I'll stockpile a bundle of my 2000-truly sorry to see you leave us Max,wishing you the very best in your coming endeavors,the best of good fortune.
A true Believer in 2000,m.mccullough
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6-06-2009 @ 2:09PM
Dale said...
They should ban them from doing business in this country...I guess they will go to some third world country and use slave labor or children to make their products, so that some ceo gets a huge bonus....we should adopt what countries overseas does and impose tariffs on products import to their country from outside!
Reply
6-06-2009 @ 4:39PM
pagan said...
They aren't outsourcing they are stopping sales of MF in the United States entirely.
6-06-2009 @ 9:57PM
ray said...
Was not the Max Factor heir a rapist who videotaped his crimes against women and then was apprehended in Mexico. With such crimes to this company's credit Do you think women should be buying this brand of makeup. I think not .
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6-06-2009 @ 3:07PM
cindy said...
I say if they don't make it in the U.S.A. then we the people of the U.S.A. will not buy it. So sick of companies going overseas for cheap labor and lower taxes and then selling the products in the U.S.A. Wonder if there is a list anywhere that will give consumers a clear picture of which products are actually manufactured here in our country. There is a department store that is advertising with the help of a country group a brand called AMERICAN Living and when you find the products in the store they are made over in Bangaladesh. Hello out there, how are we suppose to be consumers if we don't have jobs, they sort of go hand in hand if you know what I mean. Cindy
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6-06-2009 @ 3:51PM
Lynn said...
Have you looked at ANYTHING lately?!?!?
Almost NOTHING is comprised completely (100%) in the USA.
Nope. Whether it is a seat belt in your car, or the plastic on your TV. A "part" of something you utilize or see everyday is made in another country. Good luck finding one item made in the USA. 100%. Craftsman hasn't been made in the USA for a LONG time. Zenith is now LG which is made in Taiwan.
Doesn't matter which car fastory withing the USA you visit OR buy from, MANY parts of that car/truck has been made from another country. I love Max Factor. Read the info on where that product got it's start and history. Very interesting. Not the end of the word, not not thrilled to hear it. Have a great day.