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05/17/17 05.17.17:

FUSION’S CUSTOM URBAN DECAY DESIGN WINS 2017 AMERISTAR AWARD

DALLAS, TEXAS—May 2017—Fusion Packaging’s custom design for Urban Decay’s All Nighter Liquid Foundation bottle was awarded the 2017 AmeriStar Cosmetic Package of the Year by the Institute of Packaging Professionals (IoPP), making this the company's fourth AmeriStar award-winning package, following Direct Effect Curved Tip Airless (2015), Scene (2014) and STU (2011). The prestigious awards competition annually recognizes excellence in packaging that demonstrates the best in innovation, product protection, economics, performance, marketing and sustainability.

Fusion Packaging design engineers were asked by Urban Decay to “reinvent” the industry standard for a view window on airless bottles. Traditionally, view windows have been shown as a single strip to show the consumer when the airless bottle was almost empty. Fusion took this concept a step further by abstracting inspiration from modern architecture, furniture, and other various design elements that were thoughtfully integrated into the asymmetrical display on the outer bottle, which allows the consumer to see when it is near empty and to highlight the shade of the product.

To achieve the ornate detail of the asymmetrical window cutouts within the bottle, Fusion was challenged to build a tool that could precisely mold the size and shape of the windows and ensure it was achievable in mass production. The result was both trendy yet practical; the shade is clearly visible, but the bottle never lost its aesthetic appeal.

To complete the look, the Urban Decay logo was debossed on both the bottle and overcap, adding a unique and appealing aesthetic to the overall package design.

As an AmeriStar winner, the Urban Decay All Nighter Liquid Foundation bottle is qualified to enter the renowned WorldStar competition, the preeminent international packaging award sponsored by the World Packaging Organization (WPO). Fusion Packaging’s STU bottle previously won the WorldStar competition in 2012. 

For more information, visit fusionpkg.com.

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