Smashbox Cosmetics Detail
Smashbox Cosmetics was born in Los Angeles in 1996 to the great grandsons of Max Factor, Davis and Dean Factor. They were hard at work at the photography studio they had founded 10 years prior (Smashbox Studios) and decided that they should create a makeup line that is fashionable, looks great on camera but is wearable for the every day woman.
Smashbox Cosmetics debuted in a big way – nationally, in 43 Nordstrom and 5 Henri Bendel stores. They struggled early on with the company in almost all areas. Consumers did not respond to the early packaging, beauty editors were relentless, and it wasn’t long before Smashbox was drowning in the highly populated sea of beauty companies. The expense of keeping the stores stocked with current color cosmetics was more than the Factor brothers were prepared for. They ran through their initial investment, including profits from Smashbox Studios, in no time. They received another round of investment in 1998, cut down the number of stores they were selling from, and experimented with lower cost marketing ideas.
Smashbox found QVC about 4 years into the business. Dean Factor called them up and worked out a consignment deal to sell Smashbox on the popular channel. Things have turned around for Smashbox since that day. With the help and high visibility that QVC has given them, Smashbox has turned around into a profitable company, with devout customers from both industry professionals and mass consumers.