Interactive makeup pack speaks to consumer passion points

2 Min Read
Interactive makeup pack speaks to consumer passion points




Urban Decay Book of Shadows IV


Urban Decay takes the hugely successful Book of Shadows collectable palette to a new level with the introduction of QR codes.

Following in the footsteps of the popular Book of Shadows I, II and III, this technologically advanced limited-edition palette saw Urban Decay collaborate once again with HCT to manufacture a stunning palette featuring QR codes which reveal five of Urban Decay's latest looks.

Users simply scan the QR codes with a camera phone and web browser to instantly download the tutorial videos. Once download is complete, users then plug their smart phone into the portable speaker provided and place the phone into the cradle before opening the drawer of 16 eye shadows to recreate the stunning looks.


Wende Zomnir, founder of Urban Decay, comments: "Years ago, on a trip to Asia, I was taken aback by the growth of QR technology. For years I had wanted to implement the use of QR technology as a way to give Urban Decay enthusiasts more of an ‘in' on the brand, and conversely to bring in people who knew nothing of Urban Decay. The time wasn't right though until QR codes began to have somewhat of a presence here in the states. It was then that we became the first cosmetic brand to use QR codes to assist in selling a product by way of offering tips and tricks, offering up ideas for other products that work well in tandem with that particular product, as well as a means to reinforce our branding by showing the consumer who we are and what we are all about."

Nick Gardner, evp, HCT CA, adds, "The Book of Shadows IV is the most interactive palette we have had the pleasure of working on. The card palette features 16 eye shadows, primer, eyeliner and mascara, and the combination of the makeup with the QR codes ensures even the most amateur of makeup users can apply the makeup products to the best of their ability."


Source: HCT Packaging



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