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05/05/14 05.05.14:

Fusion Design Studio Develops New Jar for Urban Decay Loose Powder

DALLAS, TEXAS – April 2014 – Urban Decay selected Fusion Packaging to create a custom package for their popular Naked Skin line.  Fusion Design Studio®, the in-house design and engineering unit of Fusion Packaging, created a 30 ml jar for the new Ultra Definition Loose Finishing Powder, available in five shades.

Urban Decay opted for a custom jar that mimicked the look of the Naked Skin Weightless Ultra Definition Liquid Makeup, packaged in Fusion’s 30 ml Allure bottle. 

“We thought it was a natural progression to work with Fusion again on the Loose Finishing Powder,” said Amy Zunzunegui. SVP Product Development for Urban Decay. “It was important that the Loose Finishing Powder and Liquid Makeup have a similar look as they are part of the same line, and we knew they could accomplish this.”

The double-walled acrylic jar provides a luxurious, glass-like aesthetic. “The jar was a perfect fit for the existing Naked Skin franchise, and we liked that it had the thick walls and vacuum metalized accents,” said Zunzunegui.  To decorate the standout package, Fusion Design Studio vacuum metalized the jar closure with Urban Decay’s signature gunmetal hue and added a debossed Urban Decay logo to the top of the closure.

Making the jar even more unique, the sifter was custom designed with the UD logo as the actual sifter. This addition creates a fun experience for the consumer when dipping their brush into the product. “I don’t think this is something that has been done previously,” said Zunzunegui. “It is one of those nice little surprises we like to give the customer—something unexpected.” To further customize the sifter, special attention was paid to the number of holes in the sifter so the proper amount of the silky and finely milled powder dispenses.

Zunzunegui added, “Urban Decay is beauty with an edge™, and we like to continuously excite our customers with new and innovative formulas and packaging presentation.” Ultra Definition Loose Finishing Powder is available at Sephora, Ulta, Macy’s, or at urbandecay.com.

For more information on Fusion Packaging and Fusion Design Studio, visit fusionpkg.com.

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