Smashbox Cosmetics believes it will see eye to eye with beauty shoppers come April when two new products, Lash DNA Mascara and Photo Finish Lid Primer, launch exclusively in Nordstrom and Sephora, respectively.
The Culver City, Calif.-based brand’s goal for Lash DNA is to continue the momentum it gained in the mascara category after the release of Bionic Mascara last year. In 2008, Bionic Mascara increased Smashbox’s mascara sales tenfold, and chief executive officer Dean Davis projected that Lash DNA would double the brand’s mascara sales this year.
“We were severely underpenetrated,” Smashbox president Budd Taylor said of the brand’s mascaras two years ago. “For us, to launch one mascara, that’s not the way we do business. Our business isn’t a one-off. If we are going to go after a business and try to own it, we’ll come up with a strategy and that strategy is long term.”
Smashbox’s approach is to build on its reputation for developing products with inventive components and problem-fighting formulas. Lash DNA boasts a brush shaped like a double helix to lengthen and separate lashes, and a formula packed with a combination of amino acids and proteins to strengthen them.
Unlike Lash DNA, Photo Finish Lid Primer capitalizes on Smashbox’s clear strength in the primer category. About 25 percent of Smashbox’s volume is attributed to primers, and Davis estimated that the lip primer, an upgrade of the existing Smashbox Lip & Lid Primer, would increase that percentage 5 to 7 percent.
Phytomoist in Photo Finish Lid Primer’s formula contains hyaluronic acid and amino acids intended to moisturize and smooth the skin; silicon technology makes the primer last long; so-called soft focus pearls diminish the appearance of fine lines and wrinkles, and a Qusome delivery system aids skin penetration.
The lid primer, priced at $20 for 2.5 ml., will be available nationally in October. Lash DNA, priced at $19 for .31 oz., will be available nationally in May. Smashbox products are carried in roughly 700 U.S. doors, including Sephora, Ulta and Nordstrom, and on QVC.
Despite the troubled economy, Smashbox has been on a roll. During a yearlong exclusive on QVC ending last December, it’s Halo Hydrating Perfecting Face Powder exceeded $10 million in sales, although initial projections had it pulling in $8.5 million. The brand as a whole grew more than 40 percent to $250 million worldwide last year, and Davis and Taylor figure worldwide sales can reach $325 million this year.
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