I’m not sure what to make of this news. Proctor & Gambel is closing their Reflect division which sold customized make-up through its web site and at a couple of pilot stores. Apparently it was making a little money but it wasn’t sufficiently successful for P&G, which wants "major brands." But they say they learned a bunch (but not how to sell customized makeup).

Here’s a clip from Ad Age, found via the MediaPost newsletter, Selected Stories from around the Net. (You have to register free at MediaPost to see the newsletter.)

Reflect’s Web site and stores sold individually developed and labeled hair, skin and cosmetics products, including more than 10,000 shades of Elixir Custom Gloss.

“In the not so distant future, you will see custom innovations developed at Reflect in some of P&G’s other beauty brands,” Reflect said in an e-mail over the weekend to its customers.