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Max Factor
Procter & Gamble announced plans in June to pull Max Factor cosmetics from the U.S. market as the brand's popularity with American consumers waned.

The iconic makeup line, which remains a top seller in some European markets, had been losing ground in the United States to more contemporary rivals such as CoverGirl. Max Factor, named for a pioneering Hollywood makeup artist, had its heyday in the 1920s and 1930s.

P&G, which bought the brand in 1991, said Max Factor will be phased out of U.S. stores in early 2010.

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Last updated December 20 2009: 11:08 AM ET
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