Urban Decay, the Disney team on “Alice Through the Looking Glass” products – WWD


Cosmetics collectors prepare your finger snaps. On May 1, Urban Decay released its “Alice Through the Looking Glass” palette and lipsticks, sequels to the successful “Alice in Wonderland” palette from the L’Oréal-owned beauty brand. instantly sold six years ago.

Scheduled to hit the market ahead of the premiere of the film produced by Tim Burton starring Johnny Depp, Mia Wasikowska and Helena Bonham Carter on May 27, the lipsticks and palette, which have already made their way to eBay for four times their price retail $ 60, should be broken. go up quickly. “I hope it sells,” said Urban Decay co-founder and creative director Wende Zomnir modestly. “It’s collectable; it’s Disney, and it’s a great makeup. I think that has a lot to offer. “

She noted that the challenge in developing “Alice Through the Looking Glass” products was to set them apart from the previous collaboration, while maintaining some commonalities. The palettes linked to the two films are in a pop-up format and contain a range of vibrant shades. The last palette has 20 shades, four more than the previous one.

“We loved the original construction and keeping it in the same vein, but we wanted to tell a different story with the nuances and really emphasize the nuances,” Zomnir explained. The drawer that houses the shades is designed to propel the palette owner into a color wonderland where five characters from the film – Alice, Time, Mad Hatter, Red Queen, and White Queen – each have four shades dedicated to them.

Alice’s shades, including a peach, pink, brown, and periwinkle blue to match her signature blue dress, are the softest, while Mad Hatter shades such as shimmering green, pink-speckled purple. and orange infused with gold are the most daring. Zomnir called Alice’s shadows “great basic undertones,” pointed out that Mad Hatter’s undertones create a vivid Technicolor eye, and suggested that Time’s undertones – a gray taupe, a dark navy blue, a silvery purple. and a deep bronze – are ideal for a deep smoky eye.

“My client is a very independent thinker. She really likes to express herself. She loves makeup. While Alice is a very flat character, she is paired with the blue dress – in this case it’s a coat – and we were able to pull that interesting blue with her, and the makeup is awesome for all of the other characters ” , Zomnir said. . “Six years ago Anne Hathaway’s White Queen makeup was a little extreme, but now you see it on the streets.”

The exterior of the previous palette was rather simple and dark, a contrast to the next palette covered in dazzling colors. “It was designed to be like an acid trip. We took a different approach and decided, “Let’s make it really colorful and bright because the shades are like that,” Zomnir said. Inside, the wings of a blue butterfly, a symbolic figure that plays a role in the film, rise from the packaging. “Even if you are not attached to the film, the butterfly tells the story of makeup, which is the transformation,” Zomnir said.

Five limited edition lipstick shades are unique to the “Alice Through the Looking Glass” collaboration. The lipsticks are $ 18 and feature the palette’s kaleidoscope pattern. “We didn’t do them last time. We’re so in love with making lipsticks now that we’ve decided to throw them out, plus it’s done a lot since we’ve been doing [the palette] based on the characters, and there was an eye-and-lip story to tell with those characters, ”Zomnir said.

After the palette and lipsticks debut on urbandecay.com, they will be released on May 5 in Sephora, Ulta Beauty, select Macy’s stores, sephora.com, ulta.com, macys.com and Beauty.com. No doubt they will also be resold at a breakneck pace on eBay and comparable online outlets. Urban Decay’s “Alice in Wonderland” palette still costs the highest price on eBay, where it was recently found priced at $ 275 to $ 300.


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