Industry Cosmetics Website www.bonnebell.com | Key people Jesse Bell, founder Type of business Private | |
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Headquarters Westlake, Ohio, United States Founded 1927, Cleveland, Ohio, United States | ||
Bonne bell cosmetics first impressions review
Bonne Bell is a cosmetics company targeting children. The company was best known for its teen line, Bonne Bell. Soon, they expanded into an wide range of lip products targeting tweens called Lip Smackers.
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History
Bonne Bell was founded in 1927 in Lakewood, Ohio by cosmetics salesman Jesse Bell, who named it after his daughter. Bell made his products on a hot plate in his basement and then sold his skin care products door to door.
In 2007 the company largely relocated to Australia, and reduced American domestic representation. The relocation was largely at the request of the Vice President of Ideation, Hilary Bell to the then CMO, James Ward, in a bid to globalize the "Smackers" Brand. By 2009, the company had returned to the United States.
In January 2015, the company announced that the Bonne Bell and Lip Smackers brands would be acquired by Markwins International, though Bonne Bell will continue to distribute other brands in Europe, Asia, and Australia under the name Bell Family Brands. In accordance, the company also announced the partial closure of its headquarters effective March 2015. Bill George, who was named CEO of Markwins in May 2016, stated they would focus exclusively on the preteen market. He said people in their twenties, thirties, or forties won't keep Bonne Bell and Lip Smacker alive. Instead, Lip Smackers will target the coveted 6-16 age group.
Lip Smackers
In 1973 Bonne Bell introduced a flavored lip pomade called "Lip Smackers" aimed at the preteen market. The first flavors launched were strawberry, green apple, and orange chocolate. Later flavors included watermelon and vanilla, among others. Some varieties are tinted, while others are frosted or sparkly. By October 2012, an estimated 400 flavors of Lip Smackers were available for purchase.
Bonne Bell has partnered its Lip Smackers brand with many confectionery brands. In 1975, Bonne Bell created its first partnership with Dr. Pepper to create Dr Pepper scented lip gloss. Lip Smackers has also partnered with brands like Mars, The Coca-Cola Company, and many Disney brands. Many Lip Smacker products include Disney Princesses, Disney Villains, Disney Finding Dory, Oliver & Jenny (TBA), Disney Channel Original Movie Descendants, and a whole slew of other Disney themes.
In 2014, Swarovski partnered with Lip Smacker to produce three of their biggies, a larger version of a normal Lip Smacker, covered in over five hundred genuine Swarovski crystals. The Swarovski Lip Smacker biggies are priced at $250.00 each, making them the most expensive lip product compared to the likes of MAC or Lancôme.