Smashbox, a key color cosmetics segment player, has announced plans to expand both its product range, and the retail channels on which its goods are sold.
In a move which suggests the brand is eyeing up US expansion, Smashbox confirmed it will be moving its range onto the popular HSN TV shopping channel, in a bid to attract a new base of consumers.
"HSN is an incredible platform in the beauty industry and our new partnership creates endless possibilities to grow our business,” said Davis Factor, Smashbox Founder, on the move.
Factor, the great-grandson of Max Factor who founded Smashbox with his brother Dean, confirmed that the brand’s move to open up onto the TV retail platform for the first time is a bid to draw in a new customer-base.
“We've admired HSN for many years and look forward to building a robust relationship while sharing the Smashbox story with customers nationwide," the CEO stated.
Anne Martin-Vachon, chief merchandising officer for HSN, voiced her confidence that users of the telesales service will respond positively to the new high-end cosmetics offering, confirming the potential for Smashbox’s growth with the partnership.
"Our customers are extremely savvy when it comes to beauty and constantly searching for products that will help them achieve their perfect look. I am confident they will find it when Smashbox debuts on HSN in July," she asserted.
The beauty brand is also making moves to expand its retail offering: in a move which tags in on the key rising trend of pore-tackling products, Smashbox has also just announced it is set to launch a new primer in September.
The Photo Finish – Pore Minimizing product will meet the rising consumer demand for products which facilitate pore size control recently highlight by a survey conducted by L’Oreal.
Eagerness among female consumers for cosmetics that reduce the size of facial pores is strong, the study has found, with 45% of women surveyed stating they wish they could change the size of their pores.
Yet consumer satisfaction with the products currently available is low, with 73% of respondents stating that they have yet to find a product which effectively shrinks their pore size, suggesting that there remains potential within the category for brands to leverage with new product releases.