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Urban Decay gets its wings

Urban Decay gets its wings

Edgy beauty brand Urban Decay has made its long awaited debut in duty free and travel retail with the opening of its first ‘door’ in the newly revamped Terminal 1 at Dublin Airport in Ireland.

L’Oreal, the brand’s owner, has a history of launching niche brands into the mainstream via the travel channel – and the launch of Urban Decay into the travel environment highlights the impact and opportunity trend-setting products can enjoy in an airport setting where shoppers have time to browse and are inclined to try something new. The brand says many more airport openings will soon follow this year.

Urban Decay is beauty with an edge. Feminine, dangerous and fun, it appeals to women who relish their individuality and dare to express it. From its insane range of velvety Eyeshadows – including the bestselling (and often-copied) Naked Palettes – to the award-winning eye liners, budge-proof mascaras and legendary Makeup Setting Sprays, this brand has been shaking up the beauty industry for over 15 years.

Duty Free Hunter will keep you informed on Urban Decay openings in the world’s airports as they happen. Stay tuned!

 

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