Max Factor Beauty Museum Granted a 60-Day Reprieve

The Max Factor Beauty Museum in Hollywood, faced with imminent closure, was granted a 60-day reprieve Friday as Procter & Gamble Co. officials agreed to requests from Los Angeles political leaders and community activists to consider proposals to keep the popular attraction open.

Procter & Gamble, which owns the Max Factor cosmetics line and the museum, said that it would postpone closure for two months to ensure that “every possible good idea has been heard” for operating the museum and preserving the historic Art Deco structure. The company had announced it would close the old Max Factor Make Up Studio on June 30 and donate the collection to the nascent Hollywood Entertainment Museum.

In announcing its decision to keep the museum open temporarily, the company said it was acceding to the requests of Mayor Tom Bradley, City Councilman Michael Woo and U. S. Rep. David Dreier (R-La Verne). Procter & Gamble had also been targeted by Hollywood community activists who staged a small but boisterous protest outside the museum last Saturday urging a boycott of its products.

Michael Kellerman, owner of Hollywood Fantasy Tours and an organizer of the protest, had accused Procter & Gamble of secretive behavior in executing its “outrageous plan.” Losing the museum, he said, would be a blow to the community’s heritage and commerce, which is hurting because of the recession and recent riots.

But Procter & Gamble officials, in a press release Friday, emphasized that company representatives had “for months” met with organizations in Hollywood area to explore options for keeping the museum open. The 60-day study period, company officials said, represents “another effort to work with the Hollywood community.”

Company officials said any plan for keeping the museum open must include “the substantial funding needed to preserve the Max Factor museum building itself.” P&G; estimated the cost to be more than $1 million “over the next few years.”

If no viable plan is developed by this fall, company officials said, organizers of the Hollywood Entertainment Museum, scheduled to open in 1995, would proceed with plans to display highlights of the Max Factor collection.

Pat Michell, an assistant deputy to Councilman Woo, who represents the Hollywood area, said the company’s decision was heartening to a community “interested in keeping this wonderful, fun little museum open.” In a June 8 letter to Procter & Gamble, Woo told company officials “this outpouring of concern is clear evidence that Hollywood still has what it takes to rebuild and revitalize itself.”

Bill Chandler, spokesman for Bradley, said the mayor is “extremely pleased” with the decision.