Eye shadow enthusiasts swear by it: in just a few years, Urban Decay has created a prominent position in the global cosmetics market, with the Naked range at the forefront. Originally a simple rectangular pallet, created in 2010 by Wendy Lerner and Wende Zomnir, the founders, whose company celebrated its 20th anniversary in 2016.

Naked Heat Palette, the last one already promised to success

The brand has not said its last word since it offers us this year a new wonder: the Heat palette. The last of the giant of the make-up, sold since June in the USA, will be available from July 27 at the Parisian store Urban Decay (48 rue des Francs Bourgeois) and on the e-shop of the brand, then August 1st exclusively at the Sephora des Champs-Élysées, and finally in all the stores of the distributor from August 16th.

On the program: 12 shades of sunset effect with matte or iridescent finish. Beige, brown, peach, rust and plum; you will be spoiled for choice to create a day or evening look. And if the brand does not fail to its reputation, pigmentation and long hold will be at the appointment. What to flay the collectors!

The good news does not end there. Indeed, three lipsticks and two pencils for eyes with warm tones should join the beauty rays in the stride.

5 pallets Naked, 15 million products sold

At the origin of the success of the range? The Naked 1 and its brown velvet case, the result of the challenge launched by the founders to their teams at the time: "What would be the only eyeshadow you would take to a desert island? ".

Their response ? "This is the first Naked palette! " Says Ludovic Engrand, make-up artist . With its format with rectangular flap covered in brown velvet, it is sold out , understand "out of stock", even before its arrival in France. "At the time, it was necessary to reserve it in store (note: in Sephora outlets)," recalls the pro brush. Naked 2, Naked 3, Naked Smoky and Naked Basics will be followed by four new pallets: to date, 15 million items have been sold worldwide.

Surprising on the "nude" wave, the beauty brand of beauty bloggers launched in 2016 a new version of its best-selling product: the Naked Ultimate Basics, a palette of 12 colors, entirely composed of mats (for 51 euros ). "This is both a way to respond to the current trend but also to the demand of more mature women who, after a certain age, appreciate little the rendering of glitter or iridescent make-up," notes Ludovic Engrand.

A collection phenomenon

And this is the challenge: to know how to renew itself without repeating itself, around the same concept. A mission a priori fulfilled since the followers of "UD" are numerous to own several pallets of the range, or even the whole of the latter. "There is a phenomenon of collection," explains Ludovic Engrand, who nevertheless points out the notable differences between each product: "The first pallet is the one with which I work most and for good reason, it is suitable for all irises and allows all types of make-up, from the most discreet to wear during the day to the most supportive. Its colors range from champagne to walleye through coppers but also darker colors such as gray or black. "

When the Naked 2 and 3, if the second, composed mainly of cold tones, is more attractive to brown eyes, the third with its pinkish shades is better suited to green and blue irises.

For the Naked Smoky, no secret "It is a palette to go out that allows to display smoky, charcoal make-up with modulable intensities. "

Neutral shades easy to take ownership

As for use, beginners will find it easy as the colors, all pallets confused, limit the missteps. And for a result of pro, less is more , reminds the make-up artist.

"We use 3 to 4 colors maximum on the eyelid, in gradation. One begins with beige tones or champagnes for the bottom of the eyelid that is made up with a flat brush, to unify the whole. Then, a more sustained color is applied to apply on the crease corner , the hollow of the eyelid, in order to open the eyes. Finally, we finish with a darker tint still at the level of the eyelashes, with the beveled brush, to intensify the line. The trick? Apply a base or primer to apply under the eye shadow, especially under the matte shades that naturally hang less skin.

Transversal communication via social networks

In 2016, during the release of the Naked Basics on the French site of the brand, conversations around the hashtags #UrbanDecay or #YouLookBetterNaked, totaled more than millions of publications on social networks (4.5 million nothing for #UrbanDecay on Instagram).

The brand's favorite playgrounds since its beginnings, they allow, in fact, a transversal communication, especially addressed to "beauty junkies", these addicts to make-up capable of spending hundreds of euros each month in the beauty department. A strategy to pay, since in 2016, Urban Decay, whose turnover continues to grow since its acquisition in 2012 by L'Oréal, has become the 4th most cited brand on social networks.