Urban Decay Paris store marks fourth international opening this year
U.S. make-up label Urban Decay has opened its first monobrand store in France, located at 48 rue des Francs-Bourgeois in Paris' chic Marais neighbourhood.
The new store will feature the label's star product, the 'Naked' eye-shadow line, together with Urban Decay's full range. The 120-m2 space on two levels will stock over 650 products. Four make-up artists will be on hand to advise customers.
The ground floor includes a digital zone equipped with a 5x3 m screen, a photo booth and an interactive terminal where customers can virtually try out lipstick colours. Pink hues dominate the brightly lit, high-tech atmosphere.
Urban Decay was acquired by L'Oréal in 2012 and this year is celebrating its twentieth anniversary. According to L'Oréal, Urban Decay ranks first among the top 10 digital beauty brands in the U.S. It began retail operations in 2016, opening stores in Burnaby, just east of Vancouver, Canada, in London and Lima, Peru.
Urban Decay's Parisian opening is part and parcel of the L'Oréal group's strategy of opening mono-brand stores in France for its various labels. Giorgio Armani Beauty recently trialled a pop-up store in Paris, Maybelline opened its first French boutique in Orléans, and L'Oréal Paris opened its first branded store in France's capital last September.
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