That’s probably just my beauty-centric algorithms talk about, but it seems like everyone online these days is focusing on lasers. Not long after that It’s going viral This week, the brand launched a new version of all night games to call on the “brand” makeup market (honestly thank God) with a new social media campaign with adult movie star Ali Katza.
1. This was a huge deal as all night games have cult following and there are five charm Best of Beauty Awards, and why ruin the greatness? And 2. Most people share companies that have never heard of under the name Skindinavia Current Viral Instagram Posts They say “We proudly made an all-nighter setting spray since 2010, but sadly, Urban Decay and its parent company L’Oreal have chosen to end the partnership with Skindinavia.” This, of course, surprised the beauty world about setting up a spray drama.
But the story is actually relatively simple. Skindinavia has been offering formulas for all night games since its launch 15 years ago. As Allen Goldman, founder and president of Skindinavia, told me this week, he developed the formula and patented it in the mid-2000s with the aim of selling it through his brand, but the product struggled to take off (the spray setting was not actually there at the time). He says that after building relationships with the Urban Decay team through various networking events, he ultimately agreed to license the Formula to the brand, and launched it as a huge success in 2010 as all night.
Skindinavia owns a patent for a combination of ingredients that gives a clear cooling effect on all night players, so Urban Decay pays Skindinavia for the right to use this whole formula. On the back of Spray’s label, “All operators of Skindinavia” always read. (That’s not true for some of the Nighter spinoffs. Urban Decay developed the Vitamin C and Hyaluronic Acid versions in-house without the patented formulation of Skin Dinavia.)
Urban Decay has decided to produce its own formula in-house and restart the product. Asked why they did this, the brand representatives said, “We are grateful for the 15 years of partnership we shared with Skindinavia. This helped shape the legacy of the iconic all night set spray. We are grateful for Skindinavia’s collaboration and hope to continue our success at the Endeavor in the future. The partnership, the decision to build a new direction, reflects our continued commitment to listening to our community and for all the latest night sprays.
Source: Allure – www.allure.com
