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.