For some time now, rumors have been circulating on the networks that the famous makeup products company Smashbox is about to cease its activity in Israel, after the company ceased its activity in Britain about a year ago.
A spokesperson for the Estée Lauder Company, which markets Smashbox, said: "Over the past few years, Smashbox UK sales have been hampered by changes in retail space and brand location, among other challenges, and we have had to make the difficult decision to stop sales of the brand in the UK. The company will continue to sell its products elsewhere in the world."
Smashbox primers, photo: PR
Has the crisis reached Israel as well? It seems so. According to the company, by the end of 2023, the brand will cease its activity in Israel, but selected products will continue to be sold in various stores in Israel.
The Estée Lauder Group, which markets the brand in Israel, said: "The company regularly assesses its portfolio of brands in order to continue to invest the Group's resources in the best possible way, in accordance with its long-term strategic goals. Over the past few years, Smashbox has been impacted by post-COVID-19 changes as well as other challenges related to global retail.
"After a thorough and thorough examination of the options to maintain the brand's profitability over time, a decision was made to implement a new strategic plan for it, and as part of the reorganization, the brand will cease its activity in Israel by the end of 2023. However, selected products will continue to be sold in the Estée Lauder Group of Companies stores in Ramat HaHayal, Bilu Junction, Hutzot HaMifratz and Be'er Sheva."
Oren Revach, Chairman of the Estée Lauder Group of Companies in an interview with Sonia Gorodysky
Later, the Estée Lauder Group stated: "It is important to note that the decision to discontinue the brand's activity was not taken lightly but in order to ensure that Smashbox can remain an attractive and competitive brand with a more flexible business model, which will preserve and echo its values and roots."
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