European beauty chain Sephora launched the Californian-based Smashbox cosmetics line to its rue de Rivoli store in Paris today, writes Louise Sheridan.
This evening, 12 May 2004, Sephora will introduce the products to its Champs Elysée store followed by its Bercy outlet tomorrow. The company's press relations manager Laetitia Rambaud told cosmeticsdesign.com that the company intends to make Smashbox cosmetics available in its Nice and Bordeaux stores in August 2004 and in a total of 30 stores by the end of the year. Customers from around France will soon be able to order them from their local stores although she was not yet able to confirm when this service would be available.
Smashbox Cosmetics was launched by Davis and Dean Factor, whose grandfather was the legendary Max Factor. The company they originally established in 1991 was Smashbox Studies, a photographic facility that was used by such luminaries of the industry as Annie Liebovitz. The Factor brothers say that in 1997 they acquiesced to repeated requests from their photographic clients to produce a range of makeup products suitable for their needs. By the turn of the millennium, their products were apparently in demand by devotees such as Drew Barrymore, Sharon Stone, Courney Cox and Charlize Theron.
By the end of 2003, however, the products were still only available in 25 international doors, said Smashbox vice president, international, Norm Barsky. The cosmetics are currently only available in selected outlets in Asia, the Middle East, Latin America and the Caribbean. The company has recently embarked on a global expansion campaign. In addition to launching its products on the French market, throughout this year the company also aims to launch in Thailand, Singapore and New Zealand.