The American multinational of cosmetics, Estée Lauder, continuous in the research of the total profitability after the impact of the Covid-19. The compalía wants to undo of marks, points of sale and counters that contribute a low performance, thus, has announced recently that Glamglow and Smashbox will leave soon Ireland and the United Kingdom.
So much Smashbox like Glamglow, through different releases, did effective the decision. Glamglow, founded in 2010 by Glenn and Shannon Dellimore, exposed that it no longer would accept new requests in the United Kingdom and Ireland from the next 29th september. The company, through his account of Instagram, explained that at present, was not profitable owing to 'an accumulation of challenges'.
On the other hand, Smashbox, the mark founded in 1996 and considered the number 1 of bases 'cruelty free' in the United States, also communicated this determination through the social networks. In the post, appeared the same sentence that in the one of Glamglow: "accumulation of challenges".
This decision could frame under the aim and strategy that pursues Estée Lauder to reduce or close several marks. During the last 24 months, The Estée Lauder Companies has been rationalizing his wallet promoted by the pandemic of COVID-19, closing down Becca, Rodin Olio Lusso and the division Aramis & Designer Fragrances, looking for focus the investment in areas of growth.
This news surprised to the consumers of both countries and comported an increase of the sales since they have reduced the products to half of price.