U. S. Mass-market Cosmetics:

                                                1988        1990       1998

Procter & Gamble                  22%          23%        23%

(Cover Girl, Max Factor 1991 on, Oil of Olay since 1985)

Revlon                                     14%          21%        28%

(Almay, Max Factor through 1990)

Maybelline                              19%          18%          --

(Private Co, LBO, sold to L’Oreal 1991)

L’Oreal                                   10%?         10%       30%

(French-owned, Maybelline 1991 on)

All others                               28%?         28%       19%

Total market ($ billion)                            2.4          3.2

Cover Girl purchased by P&G September, 1989.
Max Factor purchased by P&G from Revlon, 1991.
Maybelline purchased by L’Oreal, 1991.

1988 data from Wall Street Journal, March 28, 1991 pp. B1, B8.
1990 data from Wall Street Journal, March 4, 1991, p. B1.
1998 data from Wall Street Journal, April 12, 1999, p. B1, B3.

Market refers to dollar sales of cosmetics at mass-merchandise outlets, grocery stores, and drugstores within the United States. 

- R. S. Kulzick – 10/4/99 -