8/29/2023 0 Comments Color chart maxfactor pan stickIt was the main reason why Revlon’s share of the American lipstick market rose from 15 to 28% in 1956, and Coty’s from 3½ to 8%. Intense competition during the 1950s made it difficult for the company to institute further price hikes even though its margins were put under further pressure from its greater use of expensive television advertising.Īs a mass-marketing medium, television dramatically affected the sale of cosmetics in the United States in the 1950s. The company’s margins were also affected by increases in the price of raw materials, containers and labour requiring Max Factor to raise its prices in the United States by 10% across the board in October, 1950. After the pent-up demand for cosmetics created by war shortages was satisfied, over production by cosmetic companies created a glut and consumers in the United States were spoilt for choice.
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