Smashbox Cosmetics is one of the world’s leading producers of fashion cosmetics and is constantly turning out new products (a product new to the world, the market, the producer, the seller, or some combination of these). They get new product ideas from many sources. Their concepts for new colors and new products come from various designers and the beauty divisions of Smashbox. A lot of their inspiration comes from watching the fashion trends for a season and following the fashion reports. Our society is big on following the latest trends and most of us strive to get and wear THE look- so Smashbox is sure to satisfy our wants and make their products appeal to us by creating popular and IN products.
Smashbox uses Web 2.0 (set of tools that allows people to build social and business connections, share information, and collaborate on projects online-such as facebook). Marketers have started to use these tools to communicate and collaborate with consumers on product development, service enhancement, and promotions. Kristi Vance the Associate Manager of Product Development at Smashbox Cosmetics visits the website Sephora.com at least once a week. She views product reviews by the consumers that purchase Smashbox products at Sephora. She notes that the reviews are quite insightful. This truly helps Smashbox identify what consumers are looking for as well as suggest innovations for the company.
Kristi Vance
The main source that Smashbox uses to debut their new products is their website www.smashbox.com . Its state-of-the-art design is optimized for selling in a highly competitive marketplace. Smashbox’s decision to install NetSuite Ecommerce software in 2006 completely altered the website.
“Thanks to the software, Smashbox is now keeping up with its growing sales volume. Also, it’s supporting an ambitious program or new product announcements, finding ways to open new markets, and fine-tuning website performance of a weekly basis.”
Smashbox uses NetSuite’s analytics to track product sales, customer behavior, as well as other information. Luigi Raffo the Manager of Ecommerce Development and Operations of Smashbox Cosmetics states that NetSuites template-based site-building software helps Smashbox build new home pages for its frequent new-product announcements! The software is also helping Smashbox develop an emerging market by selling at regional makeup shows, where makeup artists and models demonstrate new products and styles to the audience of professionals and consumers.
“This is a growing market, and, thanks to NetSuite, we’re ready for it.”
Luigi Raffo
Posting early, smart move.
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