Max Factor & Company, the cosmetics concern, has turned to Revlon, its high‐class competitor, for its new president and chief executive officer. It named Dale Ratliff, one of Revlon's ranking sales executives, to succeed
Sam Kalish, who resigned as Max Factor's top executive last July 1.
Mr. Ratliff, 47, executive vice president of sales for the Revlon domestic cosmetics and fragrances division, will assume his new title at the $350 million company on Jan. 1 and will report to Timm Crull, president and
chief operating officer at Norton Simon Inc., Max Factor's parent company.
Max Factor has seen its operating profits decline dramatically over the last year. Its cosmetics and fashion division (which includes Halston fashions and the McCall Pattern Company) had pretax profits of $34.1 million
for the year ended June 30, 1977. Just 12 months later that figure had slipped to $12.6 million.
A sore spot has been Its domestic cosmetics division, greatly weakened by last year's disastrous introduction of the fragrance “Just Call Me Maxi.” David Mahoney, chairman of Norton Simon, said at the annual meeting this
month that the company had withdrawn funds from its basic cosmetics lines to support the “Just Call Me Maxi” introduction and found these regular lines suffered in the process.
“Ratliff is a good choice,” said one industry expert. “He knows sales and he knows the domestic cosmetics market. But he has little marketing background.” (Mr. Ratliff has been a group president at the B.V.D. Company and
senior vice president and general manager of the apparel division at International Playtex.)
Just last week a cosmetics marketing executive was named to a senior post at Norton Simon. Robert Kamerschen will resign his position as president of Chanel Inc. to become senior vice president and assistant to Mr. Crull
in December. Mr. Ratliff and Mr. Kamerschen worked together at Revlon.
Meanwhile, Sam Kalish, whose resignation was announced last May 30, remains on the Norton Simon payroll as a consultant. His annual salary as president of Max Factor was $190.000.