Inspired by the newAlice in Wonderlandmovie, Urban Decay’s Alice in Wonderland Book of Shadows features playful packaging to engage consumers. The book-like cover uses copper foil and a dark teacup pattern. Once the cover is opened, a pop-up scene fromAlice in Wonderlandappears with a mirror in the background. Even the eye shadows incorporate the film with names like White Rabbit, Chessur and Midnight Tea Party. When the limited-edition collection first launched on Urban Decay’s website, it sold out the first day; The Sephora.com launch sold out in just a few days. Needless to say, when the product finally made it to stores, it had become much more “limited” than the creators originally intended.
LAUNCH DATE
January 2010
PACKAGE DESIGN
Urban Decay,www.urbandecay.com
BOX
HCT,www.hctpackaging.com
