# Cosmetic Line Closures Max Factor Makeup to be Phased Out by 2010 due to Economy By Christina Butty | Published 2009-06-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/killed-cosmetic-lines-max-factor-make-up-phased-out-stateside References: [style](http://www.style.com/beauty/beautycounter/) & [maxfactor](http://www.maxfactor.com/homepage.do) While the line will still be available in over 70 countries, Proctor and Gamble is planning to phase out [Max Factor cosmetics](https://www.trendhunter.com/trends/affordable-makeup) stateside by 2010. Known as “The Makeup of [Makeup Artists](https://www.trendhunter.com/trends/la-beaut-louis-vuitton),” this legendary line has been around since 1909, making it a century old! The recession is being blamed for this decision, and it's a shame that this is happening to Max Factor. **Implications** - When a recession hits, many companies take hits and causes some of the classic, iconic fore fathers of categories to suffer and possibly close down. By monitoring and cutting expenses before a recession hits, a company can prep themselves for the credit crunch and have a safety net to fall back on. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 44% | Activity: 86% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Recession Impact:** The recession can cause classic, iconic brands to suffer and potentially close down. - **Expense Monitoring:** Companies can prepare for a recession by monitoring and cutting expenses before it hits. - **Safety Net Planning:** Having a financial safety net in place can help companies withstand the impact of a recession. ### Who This Affects Most - **Cosmetics:** The cosmetics industry may experience closures of iconic brands during a recession. - **Consumer Goods:** Companies in the consumer goods industry should monitor expenses and prepare for economic downturns. - **Retail:** Retailers can benefit from having a safety net in place to overcome the challenges posed by a recession. ## Related on Trend Hunter - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md) - [Grungy Movie-Inspired Cosmetics](https://www.trendhunter.com/trends/half-magic-beauty.md) - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Teen-Focused Makeup Lines](https://www.trendhunter.com/trends/teencentric-makeup-line.md) - [Fashion-Minded Makeup Products](https://www.trendhunter.com/trends/lr-zeitgard-signature.md) - [Architectual Makeup Capsules](https://www.trendhunter.com/trends/tom-ford-2.md) - [Affordable Makeup Offers](https://www.trendhunter.com/trends/affordable-makeup.md) - [Makeup Water Brand Collections](https://www.trendhunter.com/trends/corpse-paint-makeup.md)