Travel Retail and Duty Free Business Intelligence    Friday 19 September 2014

COSMETICS

Smashbox Cosmetics breaks free with Untamed - 13/04/09

Published: 13/04/09

Source: ©The Moodie Report

By Rebecca Mann

US. Smashbox Cosmetics has unveiled its Summer 2009 Color Collection, called Untamed. It will begin rolling out from May.

Enticing consumers to take a walk on the wild side: Smashbox Cosmetics' new Untamed collection
The line aims to entice consumers to unleash their wild side, with lush, tropical, safari-inspired shades.

Collection highlights include a Waterproof Shadow Liner Trio (US$29), for “beautifully bold eyes”. The shadows are said to be waterproof and crease-proof, for all-day wear, and are presented in a portable, mirrored compact.

The colour-ways available are Exotic (deep purple, lilac and Champagne) and Savage (vibrant green, deep brown and soft gold). The darkest shade is ideal for use as a liner.

The appliance of science: Lash DNA Mascara
For the face, Smashbox has created Creamy Cheek Color (US$24) in Untamed. Also presented in a mirrored compact, this is a creamy blusher in a warm brown, sun-kissed shade. It can also double up as a nude lip colour.

Other Untamed items include a Double-Ended Eye Brightener (US$24), in Warm Gold/Champagne, and Lip Gloss (US$18) in Flesh (pale nude) and Raw (deep berry).

In other news, Smashbox has extended its eye portfolio with Lash DNA Mascara, which will also roll out from May, priced domestically at US$19.

The company describes it as the ultimate protein-packed, maximum length formula; it is complemented by an innovative double helix brush.

According to Smashbox, Lash DNA Mascara features a proprietary complex of proteins and amino acids that binds to lashes, creating length while conditioning and repairing past damage to ensure lashes stay strong.

The double helix brush is said to lengthen and separate every lash, no matter how small, for the ultimate fanned-out effect.

MORE STORIES ON SMASHBOX

Smashbox Cosmetics eyes US expansion - 09/04/09

Smashbox Cosmetics extends Photo Finish to Lids - 05/03/09

Smashbox Cosmetics offers customised bronzing - 02/02/09

Marie-Clothilde Brulé joins Smashbox Cosmetics - 15/01/09

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