The acquisition will add more than 300 products to L’Oreal’s lineup.
Smashbox aims to make shopping for makeup online more social with its Social Shop.
Shopping for makeup in a bricks-and-mortar store is often a social experience, but it’s been hard to recreate online that kind of interchange among friends shopping together. Until now. Smashbox.com’s Social Shop tab enables a consumer who signs into the site using her Facebook log-in to see what products her friends have clicked that they Like or commented on. Because users have already signed in to Facebook, if the shopper comments on the Smashbox site, that message will appear on Facebook. Even if her friends haven’t interacted with the site she can rely on the wisdom of the crowd by viewing the “Most Liked” products. The site also features tutorials that demonstrate how a shopper can use makeup to achieve various looks, from a “Heartbreaker: Hot Date” to a “Studio Starlet.”