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Karen Grant, global beauty industry analyst, The NPD Group-and a member of Beauty PackagingвЂ™s Board of Advisors, says UDвЂ™s success in breaking the mold of more traditional brands has earned them a key spot in the Prestige beauty arena, with packaging playing a major role along the way. вЂњWe believe that beauty products should speak to our customers and excite them, but at the end of the day, the product has to work.вЂќ Urban Decay products always вЂњwalk the fine line between art and commerce,вЂќ says Zomnir.

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Zomnir explains: вЂњI meet with packaging people from all over the world to learn about new technology and what can be accomplished now in manufacturingвЂ¦what new materials are available and how they can be combined.вЂќ She says, вЂњSometimes something youвЂ™ve seen at a movie or museum will click with something a packaging manufacturer has shown you and voilГ -thereвЂ™s your idea.вЂќ In addition, she also checks out new fabrics, patterns and motifs.Д«eauty industry suppliers also play a critical role. She tells Beauty Packaging she likes to look at whatвЂ™s going on with fashion, art and design. When it comes to packaging inspiration, Zomnir keeps an open mind. The packaging, she explains, sets the framework for telling the story of what is inside. They really are co-dependent, and we try to make them work together to tell the whole story of the product.вЂќ Zomnir says a concept can start with the formula or the packagingвЂ¦it depends on where the inspiration comes fromвЂ¦which could be anywhere. Wende Zomnir, Urban DecayвЂ™s cofounder and chief creative officer, whoвЂ™s often referred to as the visionary behind the brand, tells Beauty Packaging: вЂњWhen we create a new product, we develop the package and the product in tandem. How do they continue to develop leading product after product, combining packaging artistry with form and function? Which comes first-the product or the package? Over the past 20 years, the brand has garnered a reputation for driving innovation in the beauty category by telling a consistent story that generates offbeat excitement. вЂњThese opposites give Urban Decay a guaranteed on the shelf stand-out,вЂќ concludes Simard. They succeed in standing out because they are generous and clever with the variety of materials they use in their packaging and are not stingy when it comes to artwork.вЂќ Simard says that Urban Decay has also succeeded in creating a contrast within their line, with something for everyone, from soft, quiet, neutrals to bold vibrant colors.

Simard notes that a brand excels in packaging when they are successful in вЂњmaking their packaging the artistry of strong sensorial experiences that consumers can relate to and want to be part of.вЂќ Further, she says, вЂњBy using a multitude of strong visual, tactile and audible cues all at once, Urban DecayвЂ™s packaging entertains and captures its audience.

Marisol Simard, founder of Dandelion CLocks,В a consulting firm focused on innovative packaging for the beauty industry, says Urban Decay is deserving of Beauty PackagingвЂ™s title of Beauty Company of the Year: Excellence in Packaging вЂњbecause they demonstrate their ability to successfully deliver stories through packaging artistry.вЂќ The brand has rocked the beauty industry for two decades, with innovations from new color coordinates such as the industry-shaking Nude palette, imitated by many, to 3D popup diorama-like out-of-the-box packaging that syncs with Disney movie releases including вЂњAlice Through the Looking Glass.вЂќ And even more impressive, the popular collections and limited editions fit together so well-and are packaged in such covetable style-beauty aficionados anticipate each and every one and seemingly want to have them all, both for the bulk and the container. But Urban DecayвЂ™s prolific color cosmetic reveals may stand out more than most, as the highly rated formulas consistently surprise and delight-in whatever form-from palettes to pencils, lipsticks to nail polish, foundation to false eyelashes. Lots of beauty brands launch numerous products over a yearвЂ™s time-and a few even premier multiple collections.