NEW YORK, NY — Inspired by the upcoming Disney film, Alice In Wonderland, scheduled for release in March 2010, Urban Decay today unveils its upcoming line of eye shadows as an Underland-inspired dream come true. The book of 16 gorgeous eye shadow shades was inspired by Alice’s whimsical and colorful adventure — a “curiouser and curiouser” hike through twisted vines and skyscraping toadstools.
The limited-edition palette opens to a playful pop-up scene of Alice and her journey through the mushroom forest. Having just ingested the contents of the fabled “drink me” bottle, Alice has shrunk down to a tiny size and is staring upward toward gigantic mushrooms and one very peculiar caterpillar. The mirror rests in the background, transporting you into the film itself. The book-like cover is adorned with a lush black pattern and copper foil deco with teacup details.
“Tim Burton’s interpretation of the classic story of Alice In Wonderland will excite Disney fans in a whole new way and spark demand for edgier products inspired by the story’s heroine and her fantastical world,” said Johanna Mooney, director, Health & Beauty for Disney Consumer Products. “Disney Consumer Product’s collaboration with Urban Decay marks a continued emphasis on bringing beauty products to consumers that resonate with their sense of style and highlight current trends and color palettes,” said Mooney.
The limited-edition Alice In Wonderland-inspired Book of Shadows includes 16 best-selling eye shadows, as well as two travel sizes of 24/7 Eye Pencils and one Eyeshadow Primer
Potion. Disney and Urban Decay worked together to develop names for the eye
shadows reflective of the many topsy-turvy people and things in Underland: Underland, Alice,Oraculum, Queen, Chessur, White Rabbit, Wonderland, Curiouser, Muchness, Mushroom, Midnight Tea Party, Vorpal, Absolem, Drink Me, Eat Me, Mad Hatter, Jabberwocky.
"When we met with Disney and heard about Tim Burton's vision of Alice in Wonderland, we were so excited to create a palette that reflected his distinctive interpretation of the story,” said Wende Zomnir, Creative Director and Co-Founder of Urban Decay Cosmetics. “We dove into the project, working on shade names inspired by the film, and recreating the journey through the mushroom forest; it's our way of giving an edgy and modern spin to this classic, but dark and curious story," Zomnir said.
The Alice In Wonderland-inspired Book of Shadows from Urban Decay available in January 2010 for $52 at Sephora, ULTA and Macy’s or online at sephora.com, ulta.com, macys.com, and urbandecay.com.
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