SMASHBOX PHOTO FINISH PRIMER RELAUNCH

Smashbox started with a simple proposition: If makeup can hold up on set and look great on camera, it should do the same in real life. The secret to this was The Original Photo Finish Primer, which started as the brand’s backstage secret and quickly became the thing Smashbox was known for.

Over the years, the primer line expanded. But it didn’t always look cohesive. I led the transformation of the product and messaging, updating the packaging into one cohesive look, but keeping it distinctive to each primer and the hero product itself.

Paired with more cohesive messaging, the relaunch was focused on product performance and education around why people need primer in the first place: for better skin and better makeup.

This launch saw a 30% increase in overall primer sales, and a jump from #3 to #2 in Circana for Smashbox in the primer category. All of this in less than 3 months.