The Consumer Beauty division relies on mass-market legacy brands such as CoverGirl, Rimmel, Max Factor, and Clairol, which dominate the drugstore and supermarket channels in North America and Europe. The manufacturing for this segment is highly vertically integrated, with Coty operating six dedicated mass-production facilities in the US, Germany, and China that produce over 800 million units of lipstick, mascara, and hair color annually, using high-speed filling and packaging lines that can produce 1,200 units per minute. Honestly, this vertical integration is necessary to achieve the low unit costs required to compete in the mass channel, where a unit of CoverGirl mascara retails for $8.99 and the manufacturing cost must be kept below $1.15 to maintain profitability. The P&G integration was a catastrophic failure, as the cultural clash between the bureaucratic, process-driven P&G organization and the flexible, brand-centric Coty culture led to the departure of key talent and a 15 percent decline in revenue in the first two years following the transaction.