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[3] By the 1930s, compacts were regularly updated to match the season's fashion trends and gimmicks such as watches and even miniature windscreen wipers were included in designs. [1] Later, compacts became popular souvenir items. Souvenir powder cases were sold at both the 1933–1934 Chicago and 1939–1940 New York World's Fairs. [1]
Coty is one of the world's largest beauty companies and the largest fragrance company, [4] [5] with $5.3 billion in revenue for the fiscal year 2022. [6] Coty acquired 41 beauty brands from Procter & Gamble in 2016, [7] becoming the global leader in fragrance, the second largest company for hair color and styling products, [8] and the third largest company for color cosmetics. [9]
During the 1950s, the company diversified into other personal care products, including shaving cream, cold cream, suntan lotion and suntan oil. In the late 1950s it originated the CoverGirl line of cosmetics, notable for using Noxzema's medicated ingredients.
Max Factor is a line of cosmetics from Coty, founded in 1909 as Max Factor & Company by Maksymilian Faktorowicz. [1]Max Factor specialized in movie make-up. Until its 1973 sale for US$500 million (approximately $3.7 billion in 2017 dollars), Max Factor & Company was owned by several generations of the family, becoming an international company during that time.
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Revlon's share dropped from 20 percent to 10 percent of department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell's Cover Girl brand. Revlon compensated with more acquisitions; Max Factor, Ellen Betrix, Charles of the Ritz, Germaine Monteil, Almay, Fermodyl, Lancaster, Aziza, and Halston.