Davis Factor, is a well-known fashion photographer and SVP of Global Creative for Smashbox. He is also famous for his great-grandfather, Max Factor, who coined the term “make-up”. Here in Toronto, we had the chance to chat about the history of Smashbox at an exclusive blogger’s media event to find out more.
Factor began as a photographer and while on a shoot in Paris he realized that his home base in L.A. needed an all-encompassing photo studio equipped with proper lighting, backdrops, and necessities to continue his love of the craft. While shooting fashion magazine models he noticed a need for cosmetics that were camera friendly. So many products of yester-year looked dry, caked on, and facie lines were emphasized through the camera lens. With his access to the best cosmetic research and development people in the industry, Smashbox began. He started to develop camera friendly cosmetics like the popular PhotoFinish Primer which is very popular with make up artists. By the way, the name Smashbox came from the old-fashioned accordian-styled camera.
The company wanted to bring the photo-shoot experience to the public by explaining their product benefits through application. Carrying through, Factor would then set up a photo-shoot set and started taking actual photos in stores…and the word spread. Women saw an immediate difference and who doesn’t want to look good in pictures?! The first sell-in was at Henry Bendel’s in L.A. then Nordstrom’s quickly came on board to sell his line. The public quickly embraced the uniqueness of the line.
Today, the brand is known worldwide in the fashion & beauty industry and the consumer. Last year, Factor sold the company to Estee Lauder but remains at the helm as Senior Vice President of Global Creative. “Estee Lauder understands the fundamentals of Smashbox and continues in keeping with our direction”, says Factor. Factor also maintains his role as photographer still shooting Smashbox images for ads.
What about social media? Factor tells us that bloggers have become a key component of how the brand plays out. No where else can you get a true read about how the consumer likes, or dislikes, on what you do. “It’s a place of honesty. Bloggers have little or no editors input and to me, that’s the real deal. Bloggers are more influential today because they have formed a trust with their readership”, says Factor.
SMASHBOX INVITES TIFF MOMS TO SEPHORA BLOOR ST. (TORONTO) FOR A FILM FEST EVENT
Let the make up experts at Smashbox keep you camera-ready at all times
for your candid moments during the Toronto Film Festival. “Click, You’re
It” Event puts you in the actor’s chair for your photo ready shot
because you never know who’s got a camera pointed at you during TIFF.
Get your make up touched up and take away your own photo-booth snapshots
at this event!
Sephora at 131 Bloor Street to get TIFF ready
Monday, September 12, 12:00 pm to 7:00pm
Tuesday, September 13, 12:00 pm to 7:00 pm
For more information call 416-595-7227
and them know you read this on UrbanMoms!