Photo: nubimagazine.com.
If you’ve ever tried an Urban Decay product then you’re probably already a fan. Their Naked palettes sell out in minutes, and their higher price points seem well worth it to their shoppers. In fact, Naked 3 was selling at a rate of one unit per second and quickly sold out on its first week on the shelves. Urban Decay knows how to sell make-up, and now it has decided to use its selling techniques for a good cause: to empower women. Urban Decay is partnering up with Gwen Stefani to launch Ultraviolet Edge.
The partnering comes as no surprise since Gwen and Wende Zomnir, the founder of Urban Decay, have known each other since the early days of No Doubt when the make-up brand was just launching. Ultraviolet Edge seeks to give 100% of the proceeds from their new product to organizations that empower women and have set themselves the goal of donating $500,000 in their first year.
So what’s the new product at hand? An eyeshadow primer potion called Enigma. It comes in a neutral matte color reminiscent of the naked palettes, and the $20 dollars you pay will go straight to their philanthropic mission. Organizations like the Women’s Global Empowerment Fund will receive the proceeds, and you get an amazing primer from one of the best make-up brands. In fact, Zomnir has stated that with selling three primers, there’s enough proceeds necessary to fund a micro-loan for a woman in the WGEF program. Enigma is just the first step in the Ultraviolet Edge campaign with many more surprises to be unveiled in 2015.
– by Camila Abisambra
