Pure Beauty

Urban Decay continues Asian takeover with Hainan launch

Published: 5-Jan-2022

The colour cosmetics brand first launched into China three months ago 

L’Oréal has launched make-up brand Urban Decay into Hainan, China.

For the launch, the French conglomerate's Travel Retail Asia Pacific division created a California-inspired event held at the end of November.

Urban Decay showcased its Naked Cyber Palette and allowed visitors to experience the brand's heritage via a Venice Beach-inspired skatepark and the LA angel wings backdrop.

Shoppers were also encouraged to create their own augmented reality (AR) avatar with shades from the Naked Cyber Palettes.

Youssef Benkirane, General Manager of Make-up Business Unit at L’Oréal Travel Retail Asia Pacific, said: “As Hainan continues to be “the” travel destination, our launch of Urban Decay in such a vibrant market further strengthens our powerful make-up brand portfolio and aims to provide beauty for all travellers.

“Sustaining the momentum of Urban Decay’s launch in China local market three months ago, our first-ever Californian-inspired beauty party in Hainan is an invitation to all beauty addicts to experience such an edgy and trendy make-up brand.”

The expansion is said to answer consumer demand in the region, as Urban Decay is now available at Hainan Tourism Downtown Duty Free Shopping Complex and Global Premium Duty Free (GDF) Plaza, in collaboration with Lagardère Travel Retail China and Dufry.

Across Travel Retail Asia Pacific, the brand is also available in Korea, Hong Kong SAR, Thailand and Singapore.

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