and market share. In 1983 Norton Simon was taken over by Esmark, by which time no one in the Factor family was involved in the company's day-to-day operations. A year later Esmark merged with Beatrice Foods, which lumped Max Factor into their Playtex beauty division and moved the Max Factor headquarters from Los Angeles to Stamford, Connecticut. In 1986, Ronald Perelman of Revlon bought the Playtex beauty division for $500 million. In 1991, Revlon sold Max Factor to Procter & Gamble for $1.5 billion. By the first quarter of 2010, Procter & Gamble had discontinued Max Factor in the United States, instead focusing its marketing efforts on the more successful CoverGirl cosmetics line. Max Factor continued to be marketed overseas. In June, 2015, Max Factor was one of a number of beauty brands purchased from P&G by Coty for $12 billion. Coty relaunched Max Factor in 2018. Innovations Max Factor is credited with many cosmetic innovations, among which are: 1914: Released the first cosmetic made specifically for motion pictures, a thinner greasepaint made in 12 shades. It was in cream form and packaged in jars, as opposed to the thicker stick grease paints used for theater. 1917: Released "Supreme Liquid Whitener" which provided the means of obtaining an alabaster smoothness on the neck, shoulder, arms and hands. 1918: Released "Color Harmony", a range of face powder which due to its wide range of shades allowed the customizing of consistent make-up for an individual actor or actress. 1925: Released "Max Factor's Supreme Nail Polish," a metal pot of beige-colored powder that was sprinkled on the nails and buffed with a chamois buffer, to give nails shine and some tint. 1927: Released "Society Nail Tint," a small porcelain pot containing rose colored cream. Applied to the nail and buffed, it gave a natural rose color. "Society Nail White" was also released. This was a tube of chalky white liquid that was applied under nail tips and left to dry. The end result resembled the modern French manicure. 1928: Developed cosmetics specifically for use in black-and-white films. Max Sr. was awarded an Oscar award for this innovation. 1930: Invented lip gloss. 1932: Developed a line of "Television Make-up," specifically to meet the needs of television. 1934: Released Liquid Nail Enamel, forerunner of today's nail polishes. 1935: Opened the Max Factor Make-up Salon in Los Angeles. 1935: Released "Pan-Cake", forerunner of modern cake makeup,