UK. SmashBox Cosmetics is poised to bolster its airline business in conjunction with Alpha Inflight Retail. The beauty brand will be listed onboard MyTravel, BMI and Excel Airways from November.
Each airline will introduce three items to its winter inflight programme. The first, SmashBox lip gels trio, is an airline exclusive. For a limited time, this will come with a Tips of the Trade bag gwp.
The second item is the Layout Mini-Lipgloss set of eight glosses in SmashBox’s best-selling shades. The third item is On Set Lights (pictured right), a kit that contains lipstick, blusher, three eye shadows and a double-ended lip/eye brush.
In addition to these inflight breakthroughs, SmashBox entered Newcastle airport, again with Alpha, earlier this year (The Moodie Report.com, 1 April). A SmashBox-trained professional make-up artist (pictured below) is on hand at the location to better service customers and demonstrate the products.
Alpha Head of Perfume Joanna Evans commented: “There is a real buzz about the SmashBox brand. The products are exciting, innovative and of an extremely high quality. They are exactly the type of brand that Alpha wants to work with.”
SmashBox Vice-President International Norman Barsky added: “SmashBox is growing quickly, and over the past year momentum and demand has built in the UK, making it the right time to enter the travel retail market – we are a hot brand right now.”
MORE STORIES ON ALPHA/SMASHBOX
SmashBox steps up its problem solving – 15/09/04
SmashBox shows off the Bright Lights of LA – 30/07/04
Retail shines amid strong first-half Alpha results – 23/09/04
