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Urban Decay is finding added value in, well, getting Naked. After its blockbuster Naked palette — which bowed in July 2010 — the brand is expanding the franchise’s reach to foundation and other items.
“We are tapping into the success of our Naked palettes to create a Naked franchise that focuses on color, as well as a new line called Naked Skin, which is focused on complexion,” Urban Decay’s creative director, Wende Zomnir, told WWD. “Part one launches this fall with an offering in the Naked Skin range: Naked Skin Weightless Ultra Definition Liquid Makeup. It’s oil-free and paraben-free, feels weightless, contains skin nutrients and optical blurring pigments, and results in an airbrushed yet transparent look to the skin. There’s even a specially designed brush to get the most beautiful effect.”
The lineup is comprised of 18 shades, and the buildable liquid formula is designed to offer medium-to-full coverage with a weightless texture, she said, adding that the formula also includes antiwrinkle and lifting peptides and green tea and vitamin E to neutralize free radicals and promote collagen production. Each 1-oz. shade retails for $38, and the line is rolling out now.
Distribution includes about 1,500 doors globally, which counts the U.S., Canada, the U.K., continental Europe, the Middle East and Asia. “We will open China and Brazil later this year,” said Zomnir. Retailers in the U.S. include Sephora, Ulta, select Macy’s, sephora.com, ulta.com, macys.com, beauty.com and urbandecay.com. While Zomnir declined comment on projected sales, industry sources estimated that the foundation range could do $50 million at retail in its first year on counter.
At the end of 2012, Zomnir said, the brand will launch Naked Basics, a six-pan palette which echoes the brand’s larger Naked palettes in shape, but is smaller and contains a range of matte shades. It will retail for $27.
The brand also overhauled its space at House of Fraser’s Oxford Street store in June, in the retailer’s new beauty hall. In doing the remodel, the brand worked with Sheridan & Co to design the space, which includes mirrored glass etched with one of Urban Decay’s bespoke graphic patterns, polished stainless steel, chrome and decorative laminates. Urban Decay’s signature purple is incorporated, but as an accent color. Bespoke retail furniture, designed and manufactured by Sheridan & Co., features four dedicated consultation areas, each with double-sided mirrors and built-in illumination.
Holiday offerings include the $59 Vice Palette, which has 20 new shades, plus a double-ended Good Karma Shadow and Crease Brush.
Zomnir noted that additional Naked skin care items are planned for spring 2013, as is a partnership with Disney Consumer Products to launch two limited-edition eye shadow palettes for the March 2013 film, “Oz: The Great and Powerful.” Zomnir said the two Build Your Own palettes each feature two first-ever split-pan eye shadows, plus four other exclusive shades designed to get the look of Glinda and Theodora, played by Michelle Williams and Mila Kunis, respectively. The palettes also each include an Super Saturated Lip Color and a travel size 24/7 eyeliner in a collectable-refillable tin that represents each witch. They launch in February.
Urban Decay — founded in 1996 by a group which included Zomnir — is currently owned by private equity firm Castanea Partners. Industry sources estimated that the brand’s overall sales in calendar year 2011 were $185 million and that the company is on track to have retail sales of $266 million for calendar year 2012.