Urban Decay invests in Hong Kong but stays firm on not entering China

By Michelle Yeomans

- Last updated on GMT

Urban Decay invests in Hong Kong but stays firm on not entering China

Related tags Cosmetics

L’Oréal has finally invested in colour cosmetics brand, Urban Decay in Hong Kong. The department store counter is a first for the renowned brand in the country, despite its 20 year presence in the industry.

The first department store counter opened on June 25 at 'FACESSS' in Tsim Sha Tsui’s Ocean Terminal, and the Lane Crawford Times Square counter will open on July 25.

To mark the occasion, a launch party was held at the 'Fringe Club' where over a hundred guests attended, including make-up artists, stylists and celebrity guests; Ellen Loo, Stephanie Cheng, Paisley Wu and Carrie Chiu.

According to Lorena Wong, Urban Decay Hong Kong brand manager and other management at the event, the company intends to translate its' international message of 'Beauty with an edge', 'The naked effect', and 'Get UD Ultra definition skin' to Hong Kong shoppers.

Urban Decay's series of suede-like multi-tone eye shadows, renowned Naked Palettes, award-winning eyeliner, iconic long-lasting mascara and popular make-up setting spray will all be available in store.

Brand execs remain firm on decision to stay out of China

In 2012, Urban Decay backed out of selling its products in China, stating that it would be waiting until animal testing alternatives were in place.

The news had come as a surprise as the global cosmetics giant had only just announced that it planned to enter the Chinese market the previous month, despite acknowledging that it was not going to be a popular decision with some of its loyal customers.

On revealing its plan, the brand well known in the US, UK, Canada, France, Italy, Spain, Singapore and the Middle East came under fire primarily due to its conflicting animal testing policy.

At the time, Sue Leary of the Coalition for Consumer Information on Cosmetics' (CCIC), Leaping Bunny Program reckons that feedback from consumers is what swayed the company’s decision to back out.

"This wouldn't have happened without all the consumers who protested the company's move into China, there is a substantial market segment that makes buying decisions based on a company's position on animal testing. Companies ignore that at their peril​.”

However, an Urban Decay spokesperson said that; “While several factors were important in reaching this decision, ultimately we did not feel we could comply with current regulations in China and remain true to our core principles​.”

To this day, the brand's position on China remains the same, "we are waiting for the adoption of alternatives to animal testing." 

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