Along with their selection of products, presentation, promotion and price point, one of the key elements of any cosmetic company has to be their product packaging. Whilst researching further into Urban Decay as a brand, I came across a really interesting article on www.thedieline.com. The article consisted of an interview with Wende Zomnir who is Founder and Chief Creative Officer & Amy Zunzunegui who is VP of Product Development. The Dieline asked Wende and Amy to give their audience more insight on Urban Decay as a brand, and to explain the creative process, the packaging and any for-see able trends.
The first question asked was all about the new 'Pulp Fiction' collection- "How Did The Design For Pulp Fiction Eye Palette And Collection Come Together?"
Image Credit: Urban Decay Pulp Fiction Collection | Spoiled Pretty. [ONLINE] Available at: http://spoiledpretty.com/2014/07/urban-decay-pulp-fiction-collection/. [Accessed 29 January 2015].
Wende Zomnir says that "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?". She also spoke about how iconic black bobs and blood red lips defined the film, so Urban Decays Pulp Fiction products are modernised versions of the lipsticks, shadows, liners and nail varnishes that would have appeared in the film back then.
The next question was based on the ever so controversial Electric Palette, the die line asked- "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?"
Image Credits: Urban Decay Pulp Fiction Collection | Spoiled Pretty. [ONLINE] Available at: http://spoiledpretty.com/2014/07/urban-decay-pulp-fiction-collection/. [Accessed 29 January 2015].
Urban Decays answer to this was that they take inspiration from absolutely anywhere. Wende Zomnir and Amy Zunzunegui both say that "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 UD's packaging and artwork is created in house so that they are able to constantly look back at the design, this enables them to see if they are going in the right direction for that product, in that moment.
The last question, which I found really intriguing was about the much loved Naked Palettes. Definitely an item that the majority of the make-up loving world can't live without, they asked- "The Naked Palettes 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?"
Image Credit: Rikkes Makeup Blog . [ONLINE] Available at: http://rikkesmakeupblog.dk/2013/11/urban-decay-naked-3-kan-nu-forudbestilles/. [Accessed 18 January 2015].
Zomnirs reply to this final question was "We really don’t follow trends, we’ve always been a bit of a rule-breaker! We are inspired by fashion, movies, handbags, jewellery, art exhibits, photography, other makeup and the people we work with. We try to be open to all kinds of new ideas and images.".
References:
Urban Decay. (October 16, 2014). Brand Spotlight: Urban Decay. Available: http://www.thedieline.com/blog/2014/9/16/brand-spotlight-urban-decay. Last accessed 29th January 2015.
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