Smashbox Cosmetics was founded in 1996 by Davis Factor, the great-grandson of make-up mogul Max Factor.
Factor and his brother Dean were photographers and owners of Smashbox Studios. They developed the brand’s cosmetic products to withstand the tough environment of a professional photography setting.
The brand is best known for its primers, such as the original Photo Finish Foundation Primer, which was created to minimise touch-ups and help make-up last longer under the glaring studio lights.
In 2010, Estée Lauder Companies acquired Smashbox to tap into a younger demographic and gain entry into the digital media space, where the brand was among the first to post instructional make-up videos.
When the COVID-19 pandemic hit, the colour cosmetics category was hit hardest by the movement restrictions and lockdown as consumers opted to spend on skin care for self-care instead.
Make-up continued to dip as protective masks became de rigueur. In 2020, Estée Lauder recorded that its make-up net sales decreased by 18%, seeing declines among all its colour-focused brands.
On the other hand, the pandemic accelerated its e-commerce business, said Factor.
“What did happen during the pandemic was that most people turned to our online business to find their Smashbox products… Our launches went on as usual and we launched a hugely successful product during this time, our Halo Tinted Moisturiser.”
‘Hardworking make-up’
With people hunkered down during the pandemic, Factor acknowledged that the people’s make-up styles have changed and become more minimalistic – a far cry from the bold editorial looks the brand is associated with.
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August 24, 2021 at 08:41AM
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Smashbox founder Davis Factor tips make-up enriched with skin care ingredients for success - CosmeticsDesign-Asia.com
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