Industry News: Estee Lauder To Acquire Smashbox Cosmetics

By Voxy  

Well, well. This will be interesting. Estee Lauder announced today that the wheels are in motion for them to acquire Smashbox, with the deal expected to close in July 2010. This is an interesting move for both companies, since Estee Lauder’s other brands tend towards the classic, upscale, and sophisticated (in addition to EL’s own line, they also own Clinique, Creme de la Mer, and Bobbi Brown). MAC is the only EL brand that compares to Smashbox in hipness and appeal to the younger crowd, so it will be interesting to see how both Smashbox and EL adapt to the reorganization.

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One Comment

  1. avatar Kendra
    Posted May 17, 2010 at 4:06 pm | Permalink | Reply

    Nooooooo. EL owns everything. Grrr.


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