To the fans
of Urban Decay, not sure you guys already know that your favorite cosmetic
brand is now part of the L'Oreal family. It was official last week that this
French beauty giant L'Oréal has acquired US brand Urban Decay in a deal
estimated at $300 - $400 million.
Reasons?
"Urban Decay will beautifully complement L'Oréal Luxe's
portfolio of iconic brands. It is the make-up specialist we needed to fully
satisfy young women in search of playful colors and inspiration in selective
distribution, at an accessible price point. It is totally additional to our
existing propositions and as such it will contribute significantly to the
growth of the Division in the years to come," said Nicolas Hieronimus,
President L'Oréal Luxe.
"L'Oréal's strong innovation capabilities and presence
in every channel of distribution will enable Urban Decay to reach its full
potential in the marketplace," added Tim Warner, General Manager, Urban
Decay. "Together, we have great ambitions for the future."
Urban Decay is regarded as an edgy brand, helped by funky
packaging and names such as Naked Palette and Vice Palette in eye make-up, Good
Karma face brushes, Perversion lip gloss and Stray Dog eye shadow.
The deal will give L'Oréal another entry into the
fast-growing area of specialist brands, which it says represents 44% of the
luxury makeup market in the US.
Let’s hope L’Oreal will not disappoint us with another
sequence to the Naked palette just like the new Naked Basics which was recently
launched. Personally I don’t think I need another addition to the Naked family.
The shade breakdown:
Venus — soft,
off-white demi-matte
Foxy — very
light yellow/beige matte
Walk of Shame
— very light pinky nude matte
NAKED2 — rosy
taupe matte
Faint — warm,
dusty brown matte
Crave —
deepest, darkest brown/black matte
For ladies who don't have any of the naked palettes, this
would be a good tester instead of buying a $80 palette. For ladies who own
either one of the Naked Palette already, probably you can skip thjs and save
your $$ for the next invention from Urban Decay by L'Oreal.
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