The brand’s newest freestanding store in South Africa opened to the public on 19th of August, with the media launch the evening before. The arrival in the Mother City called for something big, so the brand did the biggest thing they could think of for their Cape Town take over. Urban Decay lit up Table Mountain in their brand colour, landing the prestige of being the first beauty brand to light up the iconic landmark.
Guests who attended the media event were the first to step into the beautiful store adorned in purple, mirror and that signature edge. The iconic Naked eyeshadow palettes, over 100 shades of Vice Lipstick, the legendary All Nighter Setting Spray and of course, the latest talk-of-the-town, The Naked Heat Collection took centre stage.
Whilst snacking on canapés provided by Dalliance Restaurant and Bar and glasses of bubbles to celebrate thanks to the house of J.C. Le Roux, guests swatched colours, swiped plastic and shared their experience on social media. They were then taken on the Cape Wheel, which was also lit up in the brand colour, for a ride to capture the Mother City and her purple-hued mountain. The brand ran a social media competition on the 18th encouraging Cape Town fans to snap and share their purple mountain pictures, Instagram and twitter were filled with #UrbanDecaySA chatter.
The public opening on the 19th, had the V & A Waterfront buzzing with energy and excitement from early hours of the morning as customers queued, and a dedicated fan even slept over from the night before. The brand kept the crowd entertained by playing pass-the-parcel, handing out spot prizes and DJ Portia SA kept the beats coming throughout the opening day. Customers were treated to insane opening specials and the brand committed to doing good as the sales racked up.
Urban Decay will be donating a percentage of the store’s opening day profits to the Cape of Good Hope Society for the Prevention of Cruelty to Animals.
Cape Town make-up junkies, heaven is now accessible at Shop 102, Lower Mall in the V&A waterfront.
Pictures by Tegan Smith Photograhphy