Urban Decay
This article was originally published in The Rose Sheet
Executive Summary
International expansion of the trendy niche makeup line considered following acquisition by LVMH. Currently, Urban Decay is sold in the U.K., Hong Kong, France and Japan through LVMH's Sephora doors. In the U.S., the Los Angeles-based company's lipsticks, nail polishes and eye products are distributed through Nordstrom, Bloomingdale's, Sephora and specialty boutiques. Urban Decay is the fourth U.S. cosmetics company purchased by LVMH within one year; Hard Candy, which has a similar positioning to Urban Decay, was purchased in May 1999 (1"The Rose Sheet" May 17, 1999, p. 3)