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Urban Decay

This article was originally published in The Rose Sheet

Executive Summary

Repackaging of nail enamels, eyeshadows and concealers is part of effort to upgrade all products, LVMH-owned firm says. Company has spent $3 mil.-$4 mil. over past two years redesigning outer packaging, which has helped to boost sales, CEO Malcolm Kemp says. Urban Decay revenues are expected to top $20 mil. for 2001, nearly doubling 2000 levels, according to Kemp. New dibutyl phthalate-free nail formula is housed in "more sophisticated," wider bottle with signature seal on cap, the company states. Eyeshadows and concealers are packaged in same metal tin but have new flip-top cap. Shadows will have small window on top to reveal color
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