The Estee Lauder group is expanding its business in Israel and opening the first store for its Smashbox Cosmetics professional makeup brand in the TLV Fashion Mall.
Brothers Davis and Dean Factor, great grandsons of Max Factor, founded Smashbox in Los Angeles in 1996. Max Factor was the chief makeup artist of MGM movie studios, and founded a worldwide cosmetics empire. Global cosmetics corporation Estee Lauder acquired the brand in 2010, and came to Israel in 2015 to market it in a local company.
Sale of the brand will also continue in the April chain, the chain's website, and special areas in shopping malls.
The TLV store covers 47 square meters. The moving spirit behind the branch is Estee Lauder Israel general manager Oren Revach, who wanted to make the group a significant retailer in Israel.
The new store offers a wide range of specialist makeup products. The store will also sell exclusive products and special collections to be launched only for the brand's independent stores.
Investment in opening the store is estimated at NIS 2 million. The brand, which works according to a fiscal year beginning in July and ending in June, finished the year with 72% growth in Israel.
Published by Globes [online], Israel Business News - www.globes-online.com - on May 10, 2017
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