Brand Spotlight: Urban Decay

by Jessica Deseo on 10/16/2014 | 6 Minute Read

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Urban Decay is a cosmetic brand that is recognized worldwide and known for its prestigious products that are focused on a line of premium cosmetics with a non-traditional look. A huge focus on their branding throughout the years has been on their packaging.

We’ve featured almost all their collections and we’ve always seen a consistent look on their products. The main focus has always been on the packaging. The packaging consistently tells a story, and is always setting a trend. Throughout the years we’ve seen beautiful eye palettes with what looks like hand drawn artwork, to edgy embossed rose gold packaging.

With their new launch of Pulp Fiction, we decided to spotlight this brand that has grown over the years. We asked Founder of Urban Decay Wende Zomnir who also serves as Chief Creative Officer and Amy Zunzunegui VP of Product Development, to give us more insight on Urban Decay, and to tell us more about the creative process, the brand, the packaging and trends.

Corporate Offices in Newport Beach, CA

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How did the design for pulp fiction eye palette and collection come together? 

"Uma Thurman as Mrs. Mia Wallace was vulnerable, bewitching and badass all at the same time. The iconic black bob and blood red lips and nails defined the film; Pulp Fiction was groundbreaking movie-making, released during the same era as Urban Decay's inception, so how could we not be inspired to bring back the look for the 20th anniversary? Of course, Pulp Fiction is a UD office favorite…initially, we wanted to develop modernized versions of the lip stick and nail enamel, but it quickly escalated into wanting to create the complete Mia Wallace look, taking liberties to add some glitter to the mix."

- Wende ZomnirFounder and Chief Creative Officer

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Will we see a trend of female icon collaborations from Urban Decay in the future?

We are definitely open to additional collaborations in the future, you’ll have to wait and see!

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What trends do you foresee in the future? Specifically in the beauty category? 

There will always be a Naked customer and there will always be an Electric customer. It’s our job to make sure we have product for both.  Nudes will always be a trend, but so will color.  Women will continue to want products that perform as expected and that last throughout the day. 

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The Electric Palette packaging seems like a hand air-brushed piece of art. A lot of your past palette packaging designs feature drawn line art. Tell me how you decide to go this direction and why?

We take inspiration from anywhere.  It might a t-shirt or a greeting card or a paint color that inspires us initially, then the design develops from there.  All of our artwork is created in house so there is constant back and forth to make sure we are going in the direction that feels right for the product and for the moment.

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The Naked Palette are truly a girls best make up item. It seems like the packaging consistently reflects the current trend. What is the process you take to translate a current trend into the packaging? 

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We really don’t follow trends, we’ve always been a bit of a rule-breaker.! We are inspired by fashion, movies, handbags, jewelry, art exhibits, photography, other makeup and the people we work with. We try to be open to all kinds of new ideas and images. 

Via: Urban DecayWende Zomnir Founder and Chief Creative OfficerAmy Zunzunegui VP of Product Development

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