Riding on the coattails (or lack thereof) of their phenomenally successful NAKED makeup collection, Urban Decay is streaking into spring with new additions: NAKED Skin Ultra Definition Loose Finishing Powder, NAKED Ultra Nourishing Lipgloss and two new shades of Naked Skin Beauty Balm.
The NAKED success story began in 2010 with the launch of the first Naked Palette, a shimmering collection of 12 bronze-hued neutral eye shadows, which became an instant global hit. When Urban Decay was acquired by L’Oréal in November 2012, one key mission was to continue to build the NAKED collection. Last December, Urban Decay launched its third palette, NAKED3, which flew off shelves. “We sold one unit per second until we were completely sold out. One guy in Singapore even waited in line more than 12 hours to buy one for his girlfriend and win our exclusive NAKED Vault, a custom set of all three palettes that isn’t available for purchase,” said Wende Zomnir, Executive Creative Director.
Today, the NAKED collection includes various formulas and finishes for cheeks, lips and face based on the same color principals of the phenomenally successful eye shadow palettes. “A naked eye is timeless and always on trend. NAKED palettes, our version of neutrals with an edge, were created for all women. That’s why they do so well. We built our complexion category on these same principles and offer 18 meticulously-calibrated shades of foundation to match a wide range of skin tones and now have a selection of beauty balms, pressed powder and loose powder to complement them,” said Wendy.
This spring, NAKED Skin Ultra Definition Loose Finishing Powder, $34, is a brand new introduction. The buildable formula cuts shine, blurs flaws and sets makeup for an airbrushed finish. “It features Optical Blurring Pigments that instantly minimize imperfections, diminish shine and create a soft-focus effect,” explained Wendy. The jet-milled powder contains hydration micro-beads, which give it a soft, weightless texture. It’s available in five shades, each designed to coordinate with the rest of the NAKED Skin range. Urban Decay is also expanding NAKED Skin Beauty Balm, $34, to include Light and Dark shades. “It diffuses light with high-tech pigments for amazing, natural, NAKED-looking skin. It perfects, protects, treats, primes and hydrates-to make skin look better over time,” she said.
In the NAKED color category, Urban Decay is launching a new NAKED Ultra Nourishing Lipgloss, $20. “It’s a luxe gloss and a balm in one. We laced this hybrid formula Hyaluronic Filling Spheres, Vitamin E, Avocado Oil and Shea Butter, to hydrate and condition lips. Rosehip seed oil provides an extra hit of vitamins and antioxidants, including Vitamins A and C,” said Wendy. To drum up buzz about the launch, Urban Decay posted a Find Your Perfect Nude video on its social platforms, which include Twitter, Instagram, Pinterest, and Google+. The video shows the shade range while focusing on the playful names, like Nooner, Freestyle, Steak, Lovechild. “We’ve also encouraged our followers to upload their Naked looks and pics of their Naked palettes in a variety of locations and situations using the hashtag #TheNakedEffect. Some of our favorites were featured in an Instagram video,” Wendy said.
Urban Decay, which is sold at Sephora, ULTA, select Macy’s and online, has a global distribution base of Canada, the U.K., France, South East Asia, Middle East and Latin America. What are projected sales of these new additions? “As of now, one NAKED product is sold every 6 seconds,” she said. OK, we’ll do the math. To view a recent Naked video on YouTube click here.