The brand of decorative cosmetics Urban Decay is one of the most popular from the USA. What brings you to the Middle East and, in particular, to Dubai?
This year we celebrate the 15th anniversary of our brand. It is a success! This is a time to be proud of your achievements in the world of beauty. Once upon a time, our products were presented in the UAE in Faces stores, but not in full and it did not last very long. After structuring the company, we decided that we needed to enter other markets in the same way as we do in America, where in such large department stores as Sephora we are among the three leading cosmetic brands. Here we will also sell our products exclusively in Sephora stores. Last year, we opened our offices in Malaysia and Singapore, and Dubai appeared on our list for further expansion about a year and a half ago. And I'm happy that we are finally here.
What will please the sophisticated Dubai shoppers spoiled by a rather large offer from many luxury and professional cosmetic brands?
We perfectly understand what makeup is in a humid and hot climate, so we know how it should behave and how to look throughout the day. I believe Urban Decay is a world leader in the production of matting, correcting and masking makeup products.
In the language of modern makeup artists, each of these tools has its own name - primer (primer - primer), concealer (concealer - masking pencil), shimmer (shimmer - means with flickering pigments) and so on. They can be used as corrective makeup bases that hide redness of the skin, blue under the eyes and other minor defects (primers or concealers are usually used for this), and as means that can emphasize the cheekbones, more clearly define the contours of the face or slightly obscure the protruding nose or chin (shimmers, bronzers or blush mainly work here).
We are the best in the manufacture of the highest quality eyelid primers, that is, gel-based products that are applied in front of the shadows and do not allow the latter to slide all day long.
Today in our palette there are colorless (transparent), gold and silver eyelid primers that can turn the same color of shadows into completely different shades, depending on the situation. And since we are talking about shadows, the texture of all shadows on Urban Decay palettes is so silky and delicate that it allows, firstly, to create almost perfect eye makeup even for those who do not know how to do this, and secondly, to use our shadows over time, since all of our pigments are very bright, and you need very few shadows for one time, even creating “smokey eyes” daily.
Eric, you are a professional makeup artist. What advise you to buy from the new Urban Decay collection first of all in the summer, and what can wait until the winter?
The most necessary means of Urban Decay in the summer is a matting gel or powder, which anyone likes best. They can be applied both under the foundation and on top of the makeup, without whitening the tone of the face, but giving its surface a matte and velvety texture.
The second “must have” means I would call our bronzing powders, which will help create a weightless effect of a slightly tanned face. They have a magnificent silky structure, and since the technology of "baking" was used in their manufacture, the pigments will last longer on the skin, and the powder will not crumble in a box. Third, a palette of natural shades of beige and brown shades of Nude Palette or, as an option, Feminine Palette, light and beautiful “berry” lip glosses, high-quality pencils such as 24/7 Glide-On (this is a limited collection of 15 different pencils for 15th anniversary of the brand) and mascaras with a waterproof effect like Supercurl Curling Mascara. After all, even relaxing by the sea, women want to look attractive. And, fourth, some “tasty” body remedy. For example, the aroma of chocolate will give your skin a bronzing powder for the body with the smell of cocoa. This will attract sweet lovers to you.
There is an alternative - the aroma of honey. But the effect is the same! Perhaps all for the summer. Until winter, you can not look at a variety of sparkles and bright dramatic shades of shadows. All this later, closer to Christmas. Yes, and the final touch is the unique All Nighter spray, which will allow you to fix makeup on your face for 16 hours. Be sure that nothing “floats” and does not spread, even in the heat. We want every woman to feel beautiful, regardless of the vagaries of the weather, season or situation.
Come to Sephora today and replenish your makeup bag with a gift from Urban Decay.
Thanks for the conversation and advice, Eric. See you later.
