Beauty News: The Estee Lauder Companies To Acquire Smashbox Beauty Cosmetics
Here’s a rather interesting bit of beauty news…
Estee Lauder is set to acquire Smashbox Beauty Cosmetics….
The Estee Lauder Companies has announced today that they would acquire Smashbox Beauty Cosmetics which is currently privately owned, the acquisition is expected to close in July 2010.
I think it’s an interesting move for Estee Lauder to take on Smashbox considering they lean towards more mature makeup (Bobbi Brown, Le Mer, Etc….). MAC is probably Estee Lauder’s hippiest brand and adding on Smashbox should appeal to women in their early to mid twenties.
As you probably know Smashbox was founded by great-grandsons, Dean and Davis Factor, of the makeup legend Max Factor. Since its start, Smashbox has established itself as a highly successful prestige cosmetics brand and a top performer in specialty channels.
I look forward to seeing how Smashbox evolves under it’s new leadership.
What do you think?