Package Design | packagedesignmag.com

(August 2009) posted on Mon Oct 12, 2009

By Ron Romanik

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When Urban Decay Cosmetics was founded in 1996, the company had a unique vision of the market they were after. Far from mainstream but greatly successful nonetheless, Urban Decay's commitment to edgier fashion statements has served them well, and innovative products, fresh package design ideas, and intriguing color names keep its cosmetic products in demand at boutiques such as Sephora and Macy's.

Wende Zomnir, also know as "Ms. Decay" or the executive creative director at Urban Decay, explains why the target Urban Decay consumer fits a lifestyle rather than a demographic. In a way, defining the potential customer first is what defined the Urban Decay design tone. Zomnir explains that the company "preselected" its customer, and that her age has less to do with the equation than one might assume.

The Urban Decay consumer—both loyal and potential—now knows what Urban Decay's niche is, and although the packages and promotions do not have to educate the consumer in that way, they still have to be intuitive. "It's definitely a niche, and it has to be authentic," Zomnir emphasizes. "The design has to be easy to use and easy to understand, or it's not going to work."

Magical designs

This fall, Urban Decay, based in Newport Beach, CA, is introducing a line of products that springboards from the success of its popular Eyeshadow Primer Potion, introduced in the 2004/2005 winter season. The effectiveness of the product surely was the primary reason for its success, but the unique packaging both set the product apart and opened doors of opportunity. "It looks like a magical potion on your dresser," Zomnir says. "We let the package tell the product story."

An ambitious fall line is building on the product and package design themes of the Eyeshadow Primer Potion and its magical qualities. There are design tie-ins with similar caps and colors, and the graphic treatments are expanded into organic flourishes of leaves, vines, mushrooms, and stars pouring out of uncorked genie bottles.

Many consumer product companies with a high turnover of packages are finding production schedules contracting. As Urban Decay's design and production department is lean and mean, coordinating many components simultaneously, they are experiencing the opposite. "We've actually been taking a little longer to make sure everything works right," says Zomnir.