A Big, Red, Shiny Kiss Goodbye To Max Factor

Max Factor, the venerable cosmetics brand marketed to American women using the faces of familiar film actresses, will disappear from U.S. store shelves forever next year. It will still be available abroad, including in the UK, where it’s a top seller for some reason.

The story of Max Factor the company is a classic American business tale—a company started at the beginning of the 20th century by a plucky immigrant, only to end its life as part of a multinational conglomerate (Proctor & Gamble) and sold primarily at Walmart.

Max Factor Going To The Big Medicine Cabinet In The Sky [Jezebel]
P&G Discontinues Max Factor Makeup Brand in U.S. [Advertising Age]
Makeup and Make-believe [The New Yorker]

(Photo: armydre2008)


Edit Your Comment

  1. LabanDenter says:

    whats up with all the big corp hate/walmart hate. A bucnhy of lefty bleeding hearts working here?

    Futhermore, its not dead.

    Brands come and go. boo hoo

    • pecan 3.14159265 says:

      @LabanDenter: Why is it lefty bleeding hearts who hate Wal-Mart? I’m not a lefty and I really, really hate Wal-Mart.

    • opticnrv says:

      @LabanDenter: Your comment implies that big corp hate and Walmart hate are bad things yet you give no reasons why you hold this opinion. Also, ‘Brand come and go, boo hoo’? Is this your reaction when reading all news items? ‘French planes crash and don’t crash, boo hoo?’…’older tv/movie stars hang themselves and don’t hang themselves, boo hoo?’

    • nakedscience says:

      @LabanDenter: Are you against proper grammar and spelling?

    • tom2133 says:


      Full disclosure here: Walmart employee.

      I notice the Walmart hate, and it gets really old. No one can make a simple mistake at Walmart without consumerist calling them out all over the place. And once a Walmart article comes out, someone says “I NEVER shop at Walmart” or “another reason I don’t shop at Walmart” like some kind of elitist prick. You know what, good for you. But many people will shop at Walmart, and will continue to shop at Walmart.

      My dad put it this way. When I have to feed and cloth a family of 5, where am I going to shop? I’m not going to spend more money than I have to in order to feed you guys.

      I think it’s just people that think they’re too good for Walmart because they have this stereotype that only poor people shop at Walmart, that it’s for rednecks, that it’s low class, anti-union, Chinese merchandise, etc. There are lots of other issues (low wages to employees, apathetic employees, dirty stores).

      But you know what? Walmart was there for me. I’m an educated PR/marketing drone that was laid off in December. My unemployment dried up and I needed something to be able to keep my home and vehicle, as I was getting nowhere with my job search. Walmart was there to provide me a job. Yeah, the pay isn’t the greatest, but I am getting the same amount of $ that I was getting on unemployment – and I’m working. I feel better working than sitting around doing nothing on the gov’t dime.

      /End Rant.

      • Invisobel says:

        @tom2133: *kudos* I regularly shop at what we affectionately refer to as Wally World and I have to say that sometimes you just gotta go where the prices are the lowest, end of story.

      • Etoiles says:

        @tom2133: Well, I’ll trade ‘ya. I have a deep, abiding, will-go-out-of-my-way to shop elsewhere loathing for Wal-Mart, but it’s not based on their business practices or on how they treat or don’t treat employees or on trade with China or any of that. It’s entirely based on personal experiences. And granted I have since moved and perhaps our local Wal-Mart is better than the three I left behind me, but “local” is also “thirty miles away with several alternatives closer to hand,” so I’ve not found out.

        Experiences include: being lied to by store employees, being called names by store employees, being outright ignored by store employees, slipping and suffering injury while in the store, being hit with full carts (by employees) and suffering injury while in the store, and then go from there into “never have what I came for” and “no-one in this store seems to speak the same language I do” and “this broke literally five minutes after I got it home.”

        I don’t doubt that every location is a little different (I worked in a fantastic and wonderfully run GameStop, for example, but realize it’s the exception rather than the rule) but would you go back to a store that had treated you that way, once you finally had a choice?

      • IT-Chick says:


        Well, I shop at Aldi, (the low end of groceries) and have to say that it doesn’t make me feel like I need a good scrub like I do after leaving WalMart.

        It’s great that WalMart is good to you and that you have found a paycheck there but there are many many people like myself that would rather have a tooth pulled than shop there.
        I get my groceries cheaper and faster at Aldi and there is nothing else I would need at WalMart.

        • pecan 3.14159265 says:

          @IT-Chick: My biggest beef with Wal-Mart as a company is their labor practices and blatant crushing of local business. My biggest beef with the Wal-Mart store near me is the endless amounts of people streaming out, absolutely clueless at the fact that there are cars coming. I am so tired of people just walking out into traffic that it’s like crossing a creaky bridge in the Amazon made of wood planks, most of which have fallen away into the river below.

          And if you do happen to go inside the Wal-Mart – stuff is in the wrong place, the people don’t want to help, or look at you with a glassy stare that indicates they don’t actually understand what you’re trying to say…or they just ignore you. And the products that are Wal-Mart branded are terrible. And the entire place just makes me want to scream because it’s so infinitely gigantic that I can’t possibly find what I need without going through six other sections full of people.

          • IT-Chick says:

            @pecan 3.14159265:

            I’m totally with you on that.
            If I ever do have to go in a Walmart, the one closest to me is in a strip mall, so I will park in another lot and walk the sidewalk.

            What I do like about Walmart is the free site to store shipping. Majority of my purchases from them have been online, I honestly don’t care if they sell it in the store, I hate being in there so much that I will wait a week. I park far away, haul ass to the back, grab my stuff and go. I guess I should thank WalMart for the extra exercise I get by making me want to park far, far away.

          • ShariC says:

            @pecan 3.14159265: You know, none of the bad things you say about Wal-Mart or the people that shop there don’t happen in Tokyo. In particular, I can’t go anywhere in this city without someone who seems to have their head in another universe walking in front of me. No one ever pays attention to anything.

            Also, the business about ignoring, lying, and running into you with carts/stock. Yeah, it all happens in Japan, especially the lying. I can never ask an electronics question and expect the truth because they will always lie and say, “not possible” or “don’t carry” or whatever if they just don’t know or don’t want to check.

            So, it’s not just Wal-Mart. It’s not even just America. :-p

      • Real Cheese Flavor says:

        @tom2133: Lots of people do think that they’re too good for Walmart and that only poor people and rednecks and/or white trash shop there.

        It’s classism, plain and simple.

        • IT-Chick says:

          @Real Cheese Flavor:

          Classism? I never knew what to call the fact that I bathe myself more often and have better social manners than majority of the people that shop there… now I know.

          • HogwartsAlum says:


            ??? It must be your area. Most of the people in the Walmart near me are pretty polite. And non-stinky.

            • IT-Chick says:


              Maybe… I have been to one that is somewhat cleaner.

              The one closest to me is the same one where the WalMart worker set himself on fire in the parking lot.

              Some are better than others, I give it that. But again, beyond saving money on groceries, which I can easily do elsewhere (and spend less than I would at WalMart) I see no reason to put up with the mess.

              • HogwartsAlum says:


                I buy clothes at Walmart too. I’m trying to lose some weight and there ain’t NO WAY I’m spending more bucks on some quality stuff until I’m maintaining a smaller size.

                If you take care of them, they last for a little while.

                • IT-Chick says:


                  Kohls clearance for me, in my opinion beats Walmart most of the time with service, price, and quality.

                  I can’t tell you the amount of times I have picked up brand name clothes for super cheap. Recently grabbed 5 Candies cardigans in different colors for $3.60 a piece, originally $36. I can find jeans for under $10 as well. Plus they often have specials where for every $50 you spend you get $10 back in store cash. I have clothes that I bought years ago for $5 from there that are still holding up like new. Charlotte Russe also has great deals on cute clothes in their clearance section. (I’m assuming you’re female though) Even Express, when you shop clearance and have a 20% coupon, you can get some great stuff for next to nothing.
                  Buy my shoes at Burlington, actually that’s the only thing I buy there.

                  … Just some ideas, I’ll help you get out of Walmart yet. :P

                  I’m still cheap as hell, just don’t look it and refuse to shop at Walmart.

                  • edwardso says:

                    @IT-Chick: sign up for the kohls newsletter. They send tons of online and instore coupons

                  • HogwartsAlum says:


                    LOL!! Thanks for the suggestions. Yes, I’m a girl. But I’ll still wear my Walmarties til I lose a bit more. I’m tall, too, which makes buying off the rack difficult. :P

                    If I had the money, really, I’d go to the mall. But nooooooo.

                    I did get some great workout clothes at Target. Champion pants to skate in. They are thick and warm. Yay!

        • LilBadKitty says:

          @Real Cheese Flavor: Call me classist, elitist or whatever you want but I always hear “Dueling Banjos” when I walk into a Wal-Mart. Where the hell do they find those people? I live in northern MN and it’s like walking onto the set of “Dukes of Hazard”. It’s the only place in MN I see confederate flags on people’s cars.

      • Coles_Law says:

        @tom2133: Well said. There are legitimate reasons for not liking Walmart, but usually all I hear is tired stereotypes.

      • bohemian says:

        @tom2133: Please stop perpetuating the lie that Walmart is some sort of savior of poor people. Walmart survives on the misperception that people can get more for their money there. This is not totally true yet so many have drank the kool aid. Food items are frequently smaller units, thus the lower price or in some circumstances of blatantly lower quality. For example Walmart meats are injected with a 20% water solution. So your paying a few cents less for a “pound” of meant when in reality your paying the same, possibly more because 20% of that pound of meat is water. There are examples of this kind of thing all over the store. A cheap tshirt that lasts you three months vs. one that costs a few dollars more elsewhere but lasts a year before it is too ratty to wear.

        Walmart is the poster child of the The Samuel Vimes ‘Boots’ Theory Of Socio-Economic Injustice.


        You have to be pretty rich to be poor.

      • HogwartsAlum says:


        I spend TONS of money at Wally World. I’d rather not; I’d rather be rich. Ha! But it’s great not to have to spend $5 a box for cereal.

        Good luck finding something in your field. And your avatar is the cutest.

        • IT-Chick says:


          See that’s the thing, people assume that other people that DON’T shop at WalMart spend $5 for a box of cereal.
          I spend $1.69 for a box of cereal. It’s generic from Aldi (Millville) it tastes awesome, the boxes aren’t beat up like the ones I see in WalMart, and I am out of the store 100x faster than at a WalMart. I don’t get stressed getting through the people parking lot or waiting in line, and I save a ton of money. (Does bagging my own groceries make me classist too?)
          I highly suggest it if you have one by you.

          • HogwartsAlum says:


            I live four blocks from an ALDI. I shop there all the time. Their cereal is pretty good, but they don’t have Kashi GoLean Crunch and I don’t like the generic Cheerios.

            $5 for a box of cereal is what the regular groceries charge. I go to about four different stores counting ALDI, plus Walmart. They all have different things that I like. If I save on the basics, I can splurge a bit on some of the specialty items, like pine nuts (at Dillons).

            ALDI also has weird European things sometimes, like those chocolate hazelnut cookie things and these Swiss potatoes in a pouch. DAMN those are good. :D

        • bohemian says:

          @HogwartsAlum: Cereal is $1.99 at Hyvee all the time.

    • edwardso says:

      @LabanDenter: it wasn’t even a negative comment in the post. It simply said that one of the only places you could find the brand was walmart. Generally being sold only in one store is not a sign of success

    • IT-Chick says:


      I’m not lefty and I hate WalMart, it makes me feel… dirty. And maybe it’s not even WalMart I hate, but the people that shop there, and the people that work there, and the crap they sell… and the messy aisles… and the dead fish… and the ridiculously long waits in line because the cashiers can’t push buttons correctly, and the insane parking lots, and the slow people, and the disgusting bathrooms…
      Other than that, WalMart rocks!

    • the lesser of two weevils says:

      @LabanDenter: I take offense to that comment. Just because I write with my left hand doesnt mean I fall into some idiotic stereotype..sheesh.

    • Rectilinear Propagation says:
    • econobiker says:

      @LabanDenter: I think the best description of Walmart is “retail strip mining” in that they remove more money from the local economy than they put back via employment/taxes.

      That and their forcing US companies to go offshore.

      for a description of how Walmart has forced companies to offshore production.

    • trujunglist says:


      I don’t particularily hate Walmart more or less than any other gigantic corporation, because they’re all just out to get my money, but when it comes to the shopping experience, Walmart quite frankly sucks ass. The store is impossible to navigate: shit in the aisles, pallets in the aisles, workers moving pallets and blocking aisles with pallets, and then there are the 1 million other people there. It’s virtually impossible to fucking move in those stores without tripping over some little kid that’s running around like his head just got cut off. I really don’t care about the type of people that are there (I frequent the swap meet.. not the highest class of people, but possibly the smartest, since that’s where all the deals are at), just the fact that there are SO many and that Walmart does it’s best to make it even more unpleasant by crowding the aisles with junk.
      To all those that are talking about the type of people that are there: what the fuck? They’re obviously smarter than you because they shop where they can save money. Would you say the same about people going to the swap meet to get their produce and various other items? Well guess what? Those people save like 75% on their food, it’s much fresher, and you actually get to talk to the people that grow it! Since the swap meet I go to consists of a largely poor and Mexican population, I’m assuming you’d all flip out there too. Rich people are just as annoying as poor people, if not more so, because they walk around like they own the place and pay little attention to anyone else. If they get in your way, it’s YOUR fault (this has happened to me so many times you wouldn’t believe it). Go jump in a fucking lake (off your yachts apparently) you fucking douchebags.

  2. radiochief says:

    Kinda sad.

    When I was a little kid in the 70’s, I did watch the reruns of I love Lucy. And it used to amaze me, that it would a be real guy in the credits for makeup… After probably viewing Max Factor makeup commercials and Dynamints commercials…

  3. tbax929 says:

    I didn’t even know it was still around. I guess that explains their problem.

    • valsharess1 says:

      @tbax929: This. I used to have a foundation they made that I loved and then they disappeared from everywhere and I thought they had gone out of business. I don’t shop at Walmart, so it’s no wonder.

  4. floraposte says:

    Oh, no! Now my factor will only be minimum!

  5. Copper says:

    This really upsets me! I just discovered Max Factor a couple years ago and I’m in love. :( I better stock up.

  6. bohemian says:

    Bummer. Max Factor used to have some very good foundation products. They had one that was a step down from their pancake makeup. It covered just about anything but took an act of god to get it off your face at the end of the day.

    They just sort of disappeared a few years ago.

  7. Robobot says:

    I have tried a few of their products and they were all pretty good. Too bad every time I went back for more, I found out the product was discontinued. EVERY TIME! It is really hard for a brand to develop a loyal following when they change their lineup as often as Max Factor has recently.

    • JamieSueAustin says:

      @Robobot: They use to have the market on bright colored eye shadows below department store prices, but not so much now. I still hate to see them go since they were such an institution in theatre and movie make up.

  8. 6502programmer says:

    Maybe they should have come out with a GHB-laced line of cosmetics called “Luster”?

  9. Winteridge2 says:

    “Blue Red” lip gloss? Isn’t that green?

    • Etoiles says:

      @Winteridge2: If you’re talking paints, blue + red = purple. And if you’re talking light, green is already a color. So… no.

    • nakedscience says:

      @Winteridge2: Blue and red does NOT make green. Wow.

    • pecan 3.14159265 says:

      @Winteridge2: There are varying blends that end up making red. A blue red is much deeper, and robust, making it a much more saturated red. A rose red is lighter and has less blue in it. A clear red is more subtle and will still add a tint of red to your lips, but allow for the natural color of your lips to do most of the talking.

    • DrGirlfriend says:

      @Winteridge2: Blue and red make purple.

      But also, when it comes to shades of red, blue red is a shade of red that has blue undertones. It will be less bright than one that doesn’t have blue. It’s something you see a lot of in lipsticks, because different undertones of red flatter different skin tones.

    • LilBadKitty says:

      @Winteridge2: (Shakes head sadly)

    • Winteridge2 says:

      @Winteridge2: Purple? Yuk! I would prefer green. Lips with purple gloss shall never touch mine!

  10. clementine says:

    It’s too bad but understandable. Their only category of stand out products lately have been their mascaras. The rest just went from adequate to awful.

  11. Laura Northrup says:

    @edwardso: Exactly. If it’s only sold in one store and that store is Sephora or Macy’s, that says something different about a makeup brand. If it’s only sold in Target or Wal-Mart, that says something different.

  12. nakedscience says:

    @IT-Chick: “WalMart I hate, but the people that shop there, and the people that work there, and the crap they sell… “

    Yes, because only poor people shop there, and you know all poor people are dirty and gross!

    • IT-Chick says:


      I can’t tell if that’s sarcasm or not!

    • pecan 3.14159265 says:

      @nakedscience: I know what IT-Chick is saying. I don’t think everyone who shops there is poor. It’s obvious that a lot of non-poor people go there.

      But to be honest, it is because of the people that I really hate my local Wal-Mart. I enjoy grocery shopping. It’s relaxing for me, I get to take my time and choose my fruits and vegetables wisely, and I get to plan my dinners because I love to cook. I can’t do that at Wal-Mart and it’s because of the people. The terrible selection of produce has a lot to do with it too but I can’t bear to go to a place that is absolutely disruptive.

      The people who shop there, and this isn’t all of them – but the ones I have problems with, they’re so loud, they leave stuff lying around, they come in groups and walk down the aisle four to six in a group and spread out, and walk really slowly, making it impossible to go around them (this is what I hate about tourist groups too) and if I have to pay more, I’ll go to a place that has less of this behavior because I have noticed it to be less of a problem in other places like Target, which is in the same shopping center as the Wal-Mart.

      • edwardso says:

        @pecan 3.14159265: Maybe it’s because we met in a grocery store but my husband and I love grocery shopping, planning meals, discovering new things. Wegmans is great for that, Walmart is not. Also, I don’t know where a walmart is in DC metro

        • pecan 3.14159265 says:

          @edwardso: My husband isn’t a fan of grocery shopping, but Wal-Mart makes him extremely frustrated. He won’t go to one, and neither will I. We’ve both found that loud, disruptive, frustrating Wal-Marts are the norm. Wegmans or Whole Foods or any other grocery store is usually much, much more relaxing. When you don’t have to dodge clueless pedestrians in the parking lot, the day tends to go better.

          • IT-Chick says:

            @pecan 3.14159265:

            Pecan, Should I assume that you’re also not the kind of person to get up at 3am the day after Thanksgiving to fight through crowds to save $5?
            That’s almost how I feel when it comes to the everyday norm at a WalMart.

        • H3ion says:

          @edwardso: Germantown, Maryland. There may be others.

      • HogwartsAlum says:

        @pecan 3.14159265:

        It’s not Walmart.

        People suck!

  13. o-line says:

    Well, having an heir that’s a bond-skipping convicted serial rapist isn’t exactly good for a cosmetics company.

  14. xnihilx says:

    I blame Walgreens for not selling it for the past three or four years. I rarely use makeup because of skin conditions but I love Max Factor. Especially when I had need for pancake make up for theater or other dress up occasions. Pancake majeup was also good to use when wearing dresses to hide the leg bruises I get because I’m a klutz and run into things.

  15. IT-Chick says:

    I think Ulta still sold Max Factor the last time I was in there, which actually was around last Christmas. I found their products to always be too cakey and heavy. We are coming into a time of more “natural” or “mineral” makeup and while I don’t know their entire line, I could see this being an issue for them keeping up.

    • edwardso says:

      @IT-Chick: they have some mineral stuff now but their legacy is pancake (which I wore and loved in high school)

      • IT-Chick says:


        Interesting, and now it’s too late to check it out. I’ve been very happy with Maybelline’s mineral makeup for a couple years now.

  16. spanky says:

    @tom2133: I’ve heard those arguments before, sure, but there are plenty of different reasons people dislike Walmart, and they’re not all motivated by dumb elitism as you seem to think.

    One of the many reasons that I don’t shop at Walmart is because of the damage they’ve done to American workers with their union busting and encouraging manufacturers to close US factories and outsource production to third world countries. The Walmart model, where the vast majority of blue collar jobs are outsourced, primarily benefits the elite classes in the long run.

    I am willing pay a fair price whenever possible for products that are manufactured by people who live and work in my community. Is that elitist?

    It’s great that Walmart was there for you, but what if they had never been there, and instead, there were jobs in manufacturing and retail that paid a real living wage with benefits instead?

    • lecheentucereal says:

      problem is, target (et al.) have the same business model as wal mart, but just aren’t as good at it. it is really difficult to buy anything that is actually made in america anymore–see: [consumerist.com]

      so unless you’re buying locally-made goods produced from locally-sourced materials (which most of us cannot / are not), it’s naive to think you’re doing much good to the american mfg worker by simply not shopping at wal mart.

  17. Real Cheese Flavor says:

    @IT-Chick: So you’re saying you’re simply _better_ than anyone who shops at Walmart?

    Thanks for proving what I was talking about.

    • JulesNoctambule says:

      @Real Cheese Flavor: I love thrift stores but refuse to set foot in a Wal-Mart because I have only experienced dirty, nasty stores understaffed with rude people. So tell me — who am I saying I’m better than, since you know these things?

      • Real Cheese Flavor says:

        @JulesNoctambule: I live in Tennessee and have been in Walmarts in several other southern states as well because they’re easy to find and most of them are open 24 hours.

        While they aren’t Neiman Marcus they’re certainly not the pits of filth that everyone here seems to think they are. The staff I’ve run across have run the gamut from helpful to surly, pretty much the same attitudes that I’ve come across in other more “clean” stores.

        Maybe I’m just too much of an inbred hick and am therefore blind as to how horrible and dirty they really are.

    • IT-Chick says:

      @Real Cheese Flavor:

      I did not say that, I said it seems that I bathe more often and have better social manners than the people I come across there. If you want to take that as me saying that overall I am “simply better than anyone who shops at Walmart” then that’s on you.

    • bohemian says:

      @Real Cheese Flavor: Your either clueless or being a troll. Walmart stores are crowded, filthy and an overall negative experience. There are people who don’t feel like fighting crowds of clueless and inconsiderate people just to buy something. You make it out like anyone who doesn’t shop at Walmart is anti-umuricun.

      Nobody is obligated to shop at Walmart.

  18. veg-o-matic says:

    @IT-Chick: Wow. Seriously, have to agree with @Real Cheese Flavor.

    Right up there with this li’l gem: [consumerist.com]

    Thing is, there are so many other, much better reasons to dislike Wal-Mart.

  19. clickertrainer says:

    I was lucky enough to meet Mr. Factor once, in the 1980s, just after the company was sold to Proctor and Gamble. Very sweet gentleman, very old Hollywood.

    • dorastandpipe says:

      @clickertrainer: Sorry to burst your bubble, but the REAL Max Factor died back in the late 1930’s. You would have most likely met his son that changed his name to Max Factor, JR. keep the company going.

  20. spanky says:

    @lecheentucereal: I rarely shop at Target either, for mostly the same reasons. Every time I do go in there, it’s a little more like a Walmart. In fact, the last time I was in a Target was around January, and that was only because someone gave me a gift card. I got underwear, and it fell apart in the washer.

    I buy my groceries from local farmers’ markets (which are usually very inexpensive) and unionized grocery stores, but it’s true that I can’t always buy ethically. Sometimes, I buy things from China. Sometimes, I go to places where the workers aren’t paid enough and where they can’t reasonably join a union. But that’s no reason to give up entirely; and honestly, for the most part, I just don’t buy as much crap. When I need dry goods, I generally either buy used (from dirty thrift stores!) or I shop around and find something that’s well made and that will last me a reasonable amount of time, rather than buying some cheap crap that I’ll have to replace after a few uses. Groceries is the only thing I really shop for regularly.

    The point is, though, I’m sure as hell not doing it because I’m a snobby elitist who doesn’t care about the working class. That whole ‘elitist’ argument is just a nasty strawman, and the people I know who say things like that are people who shop at Walmart.

  21. sarahq says:

    @undefined: @bohemian:

    Walmart is the poster child of the The Samuel Vimes ‘Boots’ Theory Of Socio-Economic Injustice.

    …this is an absolutely perfect analogy. *salutes*

  22. savdavid says:

    Oh,hell. This is really going to upset my mother who is 84. She only uses their products. I am serious.

    • econobiker says:

      @savdavid: 84 and still putting on her face- good for her.

      Just don’t tell her. Just print out new Max Factor labels and put them on other brands… Or I would imagine her more interet savy children/grandchildren could facilitate cross-border shopping for Max Factor products- if you can do if for RX drugs why not the makeup to go with it…

  23. kmw2 says:

    The reason Max Factor is still a big seller in the UK is because they actually put some effort into the development there. I wont’ buy US Max Factor products because they’re effectively pancake Tammi Faye style makeup, but UK Max Factor has trendy shades and light coverage that make it worthwhile.

  24. ShariC says:

    One thing many people don’t seem to understand is that manufacturers generally don’t prefer to only be sold by one outlet. The fact that Max Factor products were mainly sold at Wal-Mart is an indication that the brand had lost its edge in the market in terms of its glamor and desirability and now was mainly competing on price. This is almost certainly due to the brand’s age. It’s harder for a brand that can be seen as your grandmother’s make-up to appeal to a new demographic, especially if the brand was relatively famous before.

    Getting your products onto shelves is more than half the battle for manufacturers. It looks like that was a battle that Max Factor lost if their line was mainly carried by Wal-Mart.

    • econobiker says:

      @ShariC: They probably had to give the big W too many price concessions to keep competitive in the US.

      And, as you said, it is the brands age, (ie Oldsmobile in automotive terms), in how to compete with upstart brands with weird and wild names for the colors. I couldn’t believe some of the makeup names that the daughters of a family friend had laying around when I helped moving some furniture…

  25. Anonymous says:

    Sorry to see them go. I’ve used their mascara since I started using makeup and I’m 65 now!!! It was an outstanding product consistently. It has been harder and harder to find, even in Walmart and dealing with Walmart was usually too much trouble. Sad to see a trusted brand disappear.

  26. 75Sasha says:

    And on Tru TV right now is the Andrew Luster episode of Dominick Dunne’s Power, Privilege and Justice