Trendy Magazine Chicago

Inspired by the upcoming Disney film, Alice In
Wonderland, scheduled for release in March 2010, Urban
Decay today unveils its upcoming line of eye shadows as
an Underland-inspired dream come true. The book of 16
gorgeous eye shadow shades was inspired by Alice’s
whimsical and colorful adventure — a “curiouser and
curiouser” hike through twisted vines and skyscraping
toadstools.

The limited-edition palette opens to a playful pop-up
scene of Alice and her journey through the mushroom
forest. Having just ingested the contents of the fabled
“drink me” bottle, Alice has shrunk down to a tiny size
and is staring upward toward gigantic mushrooms and
one very peculiar caterpillar. The mirror rests in the
background, transporting you into the film itself. The
book-like cover is adorned with a lush black pattern and
copper foil deco with teacup details.

“Tim Burton’s interpretation of the classic story of Alice In
Wonderland will excite Disney fans in a whole new way
and spark demand for edgier products inspired by the
story’s heroine and her fantastical world,” said Johanna
Mooney, director, Health & Beauty for Disney
Consumer Products. “Disney Consumer Product’s
collaboration with Urban Decay marks a continued
emphasis on bringing beauty products to consumers that
resonate with their sense of style and highlight current
trends and color palettes,” said Mooney.

The limited-edition Alice In Wonderland-inspired Book of Shadows
includes 16 best-selling eye shadows, as well as two travel sizes of
24/7 Eye Pencils and one Eyeshadow Primer
Potion. Disney and Urban Decay worked together to develop names
for the eye shadows reflective of the many topsy-turvy people and
things in Underland: Underland, Alice,Oraculum, Queen, Chessur,
White Rabbit, Wonderland, Curiouser, Muchness, Mushroom,
Midnight Tea Party, Vorpal, Absolem, Drink Me, Eat Me, Mad Hatter,
Jabberwocky.

"When we met with Disney and heard about Tim Burton's vision of
Alice in Wonderland, we • were so excited to create a palette that
reflected his distinctive interpretation of the story,” said Wende
Zomnir, Creative Director and Co-Founder of Urban Decay Cosmetics.
“We dove into the project, working on shade names inspired by the
film, and recreating the journey through the mushroom forest; it's our
way of giving an edgy and modern spin to this classic, but dark and
curious story," Zomnir said.

The Alice In Wonderland-inspired Book of Shadows from Urban Decay
available in January 2010 for $52 at Sephora, ULTA and Macy’s or
online at sephora.com, ulta.com, macys.com, and urbandecay.com.