Tuesday, May 26, 2009



METROPOLITAN PAVILION, West 18th Street, Chelsea

MAY 18th, 2009

4:30 PM

Words, Images Judith Ecochard, and Product Images from the Smashbox Website

It was close to quittin’ time when we met Davis Factor, co-founder with his brother Dean…of the Smashbox Photo Studios and Smashbox Cosmetics.

Smashbox Cosmetics put the use of primer (Photo Finish Foundation Primer) on the map IMHO…as a means “of perfecting the skin.”

And at The Makeup Show. the company found great reception from the pros for their High Definition Healthy FX Foundation ($38) and Liquid Concealer ($18)…both “nutrition for the skin” that revitalizes and treats one’s visage via genius time released moisturizing formula.

Of course, the buildable coverage is excellent---minimizing imperfections for a “soft-focus” natural appearance. After all, the goods got to work.

Another biggie attendees scooped up---was the Halo Hydrating Perfecting Powder ($59) an 11 amino acids and peptides, 48 mineral packed treatment/cosmetic that multi-tasks delivering anti-aging benefits as well as radiant coverage…via a kabuki style brush for flawless application.

These in demand products hit the spot in a manner of speaking, given the feedback the Cosmetic side of things gets from the Studio side of the biz…and from the makeup artists and photographers that labor there.

“We very accessible, very customer and service oriented, “ Factor told us. ‘We’re an ego –less company created out of the Studio.”

WE LOVE: How the Halo Hydrating Perfecting Powder is oil/ talc/paraben FREE!!!


Davis Factor, still full of energy after what must have been a 48 hour work day, is an engaging guy who feels strongly about “getting out there with the artists.”

---Lucky us since not too many company founders are so hands on about the makeup in these days of corporate takeovers.

“We have a lot of information (about products)…and get it out of you guys, the makeup artists.”

“It’s a coming together for conceptual ideas about the products,” Factor added. “Smashbox gives out a feeling of being very approachable…as it’s about art, creativity and having the freedom.”

“We work with designers too…we’re very proactive.”

With regards to the universal appeal of Smashbox Cosmetics, Factor pointed out that “we use a different girl every shoot…of every ethnicity. “

“Everyone is a Smashbox girl,” Factor noted. ”We are always changing it up…it’s not about the celebrity endorsement.”

What’s also très cool is the price points and ”value” for the consumers…especially via the specially priced, multi product kits available at Sephora and online.