Saturday, July 11, 2015

Breaking Beauty News: Coty to Purchase CoverGirl, Max Factor, Clairol, Wella, and More from P&G


We've been hearing rumblings about this happening for months now, but it is finally official. Coty, owners of OPI, Sally Hansen, Rimmel, NYC, Philosophy, and many other brands we know and love, has just agreed to purchase 43 beauty brands from P&G, including CoverGirl, Max Factor, Wella, and Clairol.

You can read a very detailed article about these acquisitions HERE.

What I'd like to hear from YOU is this: Do you think Coty's acquisition of CoverGirl will mean good things in the future? Do you think we'll see a whole new CoverGirl down the line? And do you think (or hope!) that Coty will start selling Max Factor again in US drugstores? I'd love to hear your thoughts about this major news in the world of drugstore beauty.
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30 comments

  1. I really wish we could get Max Factor in Usa ! So far I send list to my mom of things I want form them hahaha ... waiting patiently

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    1. I agree. Right now you can still get certain products at drugstore.com but I would love to see a full display in US drugstores again!

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    2. Yes it would be lovely to be able to peruse the whole line in person. I remember loving their mascaras, and one particular foundation. ;(

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  2. If nothing else, their nail polish lines will probably improve and expand.

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    1. I was thinking the same thing!

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  3. I also wish they'd start selling Max Factor again. They're mascara was my HG when they sold it here. I find that it's a great drugstore alternative to high end brands.

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    1. I hear ya. My holy grail mascara for years and years was Max Factor 2000 Calorie. I would love to be able to buy it locally again!

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    2. man, their 2000 calorie mascara was my shiz in highschool.

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  4. I think it's sooo interesting to see who owns who! I'd love to get max factor in the usa
    curious about the changes!

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    1. It's always interesting to me too. For example, people are ALWAYS shocked when I tell them that L'Oreal owns Maybelline. So many people think they're competitors and that one is always duping the other, and I'm like, no no no. Lol!

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    2. I had no clue about this

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  5. my first thought...i can haz fantasy fire? ha!

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    1. YESSSS!!!! lol!! If that comes out even in a CG formula, the entire nail community will explode!!

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  6. Yes for Max Factor! I miss that line

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  7. Judging by the comments on here, it is obvious that I'm not alone in hoping for a US return for Max Factor products. 2000 Calorie was the best mascara I've ever used. I used it from around 1991 until 2008 (I still have my last tube just for the memories!).

    As for Cover Girl, I'd love to see them have a complete makeover (pardon the pun). A while back, there was a discussion here about brands that need to be updated, etc. In my opinion, Cover Girl has lost its focus on developing good products. Yes, there are some good products (i.e. my HG foundation is the CG + Olay Tone Rehab 2-in-1, and I've been using their Professional mascara), but I find myself more often than not bypassing the Cover Girl section in favor of other brands. Part of the problem is that they've raised their prices to a point that it's hard to justify buying from their line when cheaper alternatives are available.

    One question, though: I didn't see Olay mentioned in the P&G sale, so I wonder what that will mean for the CG + Olay cosmetics?

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    1. That's a very good question. From what I have read, P&G will retain Olay, Pantene and Head & Shoulders. So perhaps they'll work out some type of licensing deal when it comes to Coty and CoverGirl + Olay products?

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  8. I don't like Coty owning everything. Maybe I can be appeased with Fantasy Fire.

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  9. Max Factor is actually the same thing as Covergirl. I live in Australia and we have both Covergirl and Max Factor and it's the same products, but Max Factor is more expensive and has prettier packaging. I don't understand why PG should sell off Covergirl and Max Factor, they sell really well, they generate billions in sales every year. If they put more effort in providing better quality products (more shade selections in their foundations, better quality eyeshadows and eyeliners etc) they would have surpassed Maybelline L'Oreal etc by now. Instead every year we see new products but just repackaged under a new name. I actually use a lot of Covergirl makeup (their foundations, powders and mascara) and am quite happy with it so it's sad to see them sell off. They should of kept Covergirl and Max Factor and sold the rest off.

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    1. While I agree that MF and CG do share many of the same formulations, they are NOT the same and both brands do have unique items that do not have a counterpart in the other brand (for example, there is no CG alternative to Max Factor Pan Stick, Fantasy Fire nail polish, 2000 Calorie mascara, etc).

      As for why P&G is selling off CG, etc, from what I've read, this is part of a larger restructuring and they want to focus on their non-beauty brands now, like Tide, etc. Hope that helps!

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  10. I keep wondering though, will we still get coupons easily? I loved the P&G flyer for my Clump Crusher and Super Sizer mascara

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  11. I honestly had no idea that so many brands were owned by one company. It seems a little like a monopoly to me, drugstore prices have been soaring lately and I wonder if this has something to do with it. There's literally no competition. Which means they have no reason to lower prices or get any better. But this might not apply to the makeup world, G or someone more knowledgeable let me know if I'm being paranoid for no reason.

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    1. There are still many players in the drugstore makeup game. L'Oreal owns Maybelline, Essie, and Garnier (and Urban Decay and many other brands, but we're only talking drugstore here), Revlon owns Almay and Sinful Colors, J&J owns Neutrogena, Markwins owns WnW, Black Radiance, Physicians Formula and Lip Smacker, Milani & Jordana are sister companies, elf is owned by a private equity firm, I believe, and Jesse's Girl is independently owned (I know I'm missing lots brands here, but you get the point). Hope that helps!

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    2. I did not know Revlon owns Sinful Colors! I'm fascinated by the whole who-owns-whom backstory.

      The idea of a parent company owning several brands that fall into different price points seems like a good idea for consumers. Perhaps research between brands could be shared (i.e. product safety).

      I'd be more inclined to try an unfamiliar brand if I knew it was owned by an established company.

      And I'd give lifelong praise to any company that could put 2000 Calorie back in my local stores.

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  12. just agreed? the deal happened weeks ago.
    and they'll do like all companies
    dissolve whatever is in the red and keep what makes money

    but this is old news now

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    1. While this deal may have been finalized weeks ago, Coty did NOT officially confirm until last week. I try not to post speculation with big news like this, so I have been carefully watching industry reports for official confirmation, which is why I published this yesterday. Hope that clears things up for you!

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    2. And that's why we love you, G: responsible blogging. It isn't official until they sign on the dotted line!

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  13. Does anyone know if the new acquisitions will become cruelty-free?

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  14. Coty ruined the Philosophy line which I used for many years. Now they are cranking out one item after another, and the originals have definitely lost any quality they had. I no longer use them, especially as the prices have skyrocketed to more than $50.00 bucks for a body wash that really isn't anything special and no longer smells the same. Sad.

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  15. As long as they don't mess with my Herbal Essences rose hip shampoo&conditioner, and the newish clairol hair food it's all good with me. I would also like to see MaX Factor back in our stores, I remember not that long ago when it was in Target still! ;) They have these baked marble blushes that I would love to get my hands on!

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