Daily Dealia

Smashbox - Acquired!

Date posted Thu May 20, 2010


The beauty industry is one of the largest and most powerful conglomerates in our society. It has engulfed women from ages 10-75. It has become recession proof. The big players always find ways to make themselves bigger. Recently L’Oreal announced its acquisition of  one of my favorite polish lines, Essie. Now Estée Lauder, a L’Oreal rival has announced its acquisition of Smashbox in July, the LA-based makeup line known for movie quality foundation, blush and lipstick.

Not everyone knows Smashbox as well as Bobbi Brown or MAC makeup. However Smashbox was one of the first to venture into digital and social media. They have been good at attracting younger and hipper customers. MAC is actually Smashbox’s closest competitor and already owned by Estée Lauder. They also own Tom Ford, Bobbi Brown, Clinique, and AVEDA. They plan on increasing the distribution outside of North America. Although they already have a pretty strong presence in the UK and Taiwan. Other than that, we’ll have to wait and see. How do you feel about this?

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