From palettes to provocative lip colors, Urban Decay’s slate of launches resonated.
Appeared In
Special Issue
Beauty Inc issue 12/09/2016

Beauty Inc. celebrates the year’s hottest innovations and most directional marketers. See the winners here.

Brand of the Year

This story first appeared in the December 9, 2016 issue of WWD. Subscribe Today.

Prestige: Urban Decay

Urban Decay is the master of maintaining its edge in a rapidly changing world. While the brand has always been the cool kid in the room, its acquisition by L’Oréal in 2012 spurred speculation about whether it could maintain its cred. Four years later, Urban is the poster child for how to successfully integrate an Indie into a large corporate culture. By leveraging its acuity in social media marketing to fuel both blockbuster franchises like the Naked range and new launches such as Vice Lipstick, Urban’s sales continue to soar, reportedly exceeding $600 million. While L’Oréal doesn’t break out numbers by brand, it did give Urban a major shout-out when reporting second-half results, noting the brand is at the forefront of the makeup boom. And with a team that’s among the best in the biz at building buzz, Urban looks set to continue its winning ways.


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Mass: Garnier

Garnier’s Micellar Water gave a strong sales boost to mass market cleansers.

Garnier’s Micellar Water gave a strong sales boost to mass market cleansers.  HANNAH KHYMYCH

When it came to the hottest trends for 2016, Garnier lit up the scene. John Butcher, Target Corp.’s senior vice president of beauty, credited the brand with being at the forefront of bringing must-haves to mass. In skin care, Garnier introduced Micellar Cleansing Water, which skyrocketed to the number-one new cleanser in mass when it launched early in 2016, according to Nielsen. Garnier also tapped into the booming superfoods trend with the launch of Whole Blends hair care, which quickly gained market share in the competitive and fragmented hair-care segment. (Conditioner sales skyrocketed more than 70 percent for the 12-week period ended August 7, said IRI.) And Nutrisse hair color got a boost with new ingredients. Said Alex Perez-Tenessa, vice president of beauty at CVS, “We have been excited to see Garnier drive growth through innovation in 2016.”