MAX Factor Says "Peace out, America..." - Makeup and Beauty Blog
Procter & Take a chance Co. is pulling the plug on the iconic MAX Factor make early on next year, discontinuing US distribution to ameliorate focus on the growing CoverGirl line.
End of an era
There would be no makeup without MAX — that is to say he coined the term "makeup," based on the verb, "to make upward" (one'due south face).
The company pioneered contemporary cosmetics back in the golden years of film and Goggle box, *inventing* lip gloss in 1930, introducing Liquid Nail Enamel in 1934 (a predecessor of today's boom enamels), inventing cake makeup in 1937 (called Pan-Block), Tru-Color Lipstick in 1940 (the first smudge-proof lipstick), the beginning concealer in 1954 (chosen Erace), the outset waterproof makeup in 1971 and even introduced the principles of Color Harmony, which held that "certain combinations of a adult female's complexion, hair and eye coloring were about effectively complemented by specific makeup shades."
Wow, right?
Factor dominated Hollywood makeup artistry dorsum in the 1920s-1930s, decorating nigh all of Hollywood's leading ladies — Jean Harlow, Claudette Colbert, Bette Davis, Norma Shearer, Joan Crawford and Judy Garland. His proper name appeared on film credits galore.
But time marched on; competition got tougher; the pace of innovation at MAX Factor slowed. The '90s and early on 2000s weren't kind to the brand in America, and the company lost relevance and marketplace share over time.
Today, the lion's share of the brand'due south $ane.2 billion in annual sales comes from international markets similar Russia and the United kingdom of great britain and northern ireland.
Overseas sales will continue, but if you hail from U.s. shores, it may exist time to stock up.
Bittersweet goodbye
I call back wearing their Pan Cake makeup in high school… A girl named Stella sat next to me in class and always looked then elegant applying it from the pan.
And I also recall being really broke in college and finding their 2000 Calorie Mascara at the drugstore. Information technology was i of only a handful of decent drugstore mascaras at the fourth dimension.
Ah, the memories…
Exercise you have any stories about the MAX Cistron make? Are you pitiful or glad to see them go?
Your friendly neighborhood beauty aficionado,
Karen
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