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Fusion creates Naked Skin packaging for Urban Decay

By Katie Nichol , 14-May-2014
Last updated on 14-May-2014 at 16:18 GMT2014-05-14T16:18:01Z

Fusion creates Naked Skin packaging for Urban Decay

Building on the existing relationship between the two companies, make-up brand Urban Decay once again selected US firm Fusion Packaging to supply the packaging for a new product launch.

Fusion Design Studio, the in-house design and engineering unit of Fusion Packaging, thus created the 30ml custom jar for Urban Decay’s Ultra Definition Loose Finishing Powder. Described as a silky and finely milled powder, it comes in five shades and is part of the brand's Naked Skin line.


According to the packaging supplier, the design of the jar echoes the visual appearance of Urban Decay’s Naked Skin Weightless Ultra Definition Liquid Makeup, which is packaged in Fusion’s 30ml Allure bottle. 


“It was important that the Loose Finishing Powder and Liquid Makeup have a similar look as they are part of the same line,” commented Urban Decay’s SVP of product development, Amy Zunzunegui, highlighting that the brand considered it a natural progression to work with Fusion again on the new packaging.


Luxurious, glass-like aesthetic


For the Ultra Definition Loose Finishing Powder, Fusion created a double-walled acrylic jar, with the thick walls providing a ‘luxurious, glass-like aesthetic' according to the company.


In terms of decoration, the jar closure was vacuum metallized with Urban Decay’s trademark gunmetal hue, and a debossed Urban Decay logo was added to the top of the closure.


To ensure the proper amount of the powder dispenses, special attention was paid to the number of holes in the sifter, the company states. Additionally, the sifter underwent a custom design with the UD logo as the actual sifter, a detail that it says adds to the uniqueness of the jar and creates a fun experience for the consumer.


“I don’t think this is something that has been done previously,” Zunzunegui, said, referring to the custom sifter design. “It is one of those nice little surprises we like to give the customer - something unexpected,” she added.

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