SAPPHIRE WHISPER

URBAN DECAY TAKES YOU DOWN THE RABBIT HOLE WITH ITS NEW LIMITED EDITION DISNEY ALICE IN WONDERLAND
INSPIRED BOOK OF SHADOWS
SPRING 2010
BOOK OF SHADOWS
NEW YORK, NY

Inspired by the upcoming Disney film, Alice In Wonderland, scheduled for release in March 2010, Urban Decay today unveils its upcoming line of eye shadows as an Underland-inspired dream come true. The book of 16 gorgeous eye shadow shades was inspired by Alice’s whimsical and colorful adventure — a “curiouser and curiouser” hike through twisted vines and skyscraping toadstools.

The limited-edition palette opens to a playful pop-up scene of Alice and her journey through the mushroom forest. Having just ingested the contents of the fabled “drink me” bottle, Alice has shrunk down to a tiny size and is staring upward toward gigantic mushrooms and one very peculiar caterpillar. The mirror rests in the background, transporting you into the film itself. The book-like cover is adorned with a lush black pattern and copper foil deco with teacup details.
“Tim Burton’s interpretation of the classic story of Alice In Wonderland will excite Disney fans in a whole new way and spark demand for edgier products inspired by the story’s heroine and her fantastical world,” said Johanna Mooney, director, Health & Beauty for Disney Consumer Products. “Disney Consumer Product’s collaboration with Urban Decay marks a continued emphasis on bringing beauty products to consumers that resonate with their sense of style and highlight current trends and color palettes,” said Mooney.

The limited-edition Alice In Wonderland-inspired Book of Shadows includes 16 best-selling eye shadows, as well as two travel sizes of 24/7 Eye Pencils and one Eyeshadow Primer
Potion. Disney and Urban Decay worked together to develop names for the eye shadows reflective of the many topsy-turvy people and things in Underland: Underland, Alice,Oraculum, Queen, Chessur, White Rabbit, Wonderland, Curiouser, Muchness, Mushroom, Midnight Tea Party, Vorpal, Absolem, Drink Me, Eat Me, Mad Hatter, Jabberwocky.

"When we met with Disney and heard about Tim Burton's vision of Alice in Wonderland, we were so excited to create a palette that reflected his distinctive interpretation of the story,” said Wende Zomnir, Creative Director and Co-Founder of Urban Decay Cosmetics. “We dove into the project, working on shade names inspired by the film, and recreating the journey through the mushroom forest; it's our way of giving an edgy and modern spin to this classic, but dark and curious story," Zomnir said.

 The Alice In Wonderland-inspired Book of Shadows from Urban Decay available in January 2010 for $52 at Sephora, ULTA and Macy’s or online at sephora.com, ulta.com, macys.com, and www.urbandecay.com

One day, long ago, Sandy Lerner (cofounder of Cisco Systems) couldn't find the right shade of purple nail polish to satisfy her alternative make-up tastes. Her lamentations over the fact that there were 500 colors of pink polishes, but no greens or purples motivated her to create Urban Decay Cosmetics. A woman of action, Sandy teamed up with David Soward "the token suit" and Wende Zomnir "creative dynamo". They collectively unleashed her vision on the cosmetics world in January of 1996. The line of alternative colors, which began with 10 shades of lipstick and 12 shades of nail enamel, appeared in a memorable advertisement with the tagline, "Does Pink Make You Puke?"

Apparently, the company had its finger on the button of alternative culture. Under Zomnir's creative direction, the trend-setting cosmetics company became famous for color names like Roach, Smog, Rust, Oil Slick and Acid Rain - inspired by the beautiful hues of America's urban landscape. This fresh approach has redefined how both consumers and the cosmetics industry look at color.

The often imitated ten-year-old company - whose dramatic nail, lip and eye colors have been featured on runways, television, in movies and magazines - is also distinguished by its line-up of trend-setting products and concepts. Urban Decay brings cutting-edge innovation to more mainstream products like its beautiful Eye Shadow, Lip Gunk, Urban Camouflage Concealer and cruelty-free brushes.

Setting another trend in the cosmetics industry is Urban Decay's webstore, urbandecay.com, where, since July of 1998, shoppers have been able to purchase Urban Decay products and receive application tips online.

The success of Urban Decay has not gone unnoticed. In February, 2000, wild child Urban Decay was adopted by Moet-Hennessy Louis Vuitton (LVMH), the French luxury goods conglomerate. LVMH grew the company until December, 2002, when Urban Decay caught the attention of three business-minded brothers who bought the company on the advice of their teenage daughters. They've served as Urban Decay's father figures ever since.

Urban Decay is sold in luxury retailers around the world, bringing beauty with an edge to fashionable women (and men!) everywhere.

Shop at www.urbandecay.com. Also available at Sephora and select retailers.