HCT creates pop-up eye shadow palette for Urban Decay

The lights of New York City inspired HCT Packaging’s for the third Book of Shadows from the Urban Decay brand.

Urban Decay’s palette of eye shadows includes 16 colours including a number of new shades, and is decorated with a pop up of the city.

It follows the Book of Shadows I and II, both limited edition products also designed by HCT Packaging.

“Having created the two previous book of shadows, as well as the hugely successful Alice in Wonderland pop-up palette, we wanted to take the concept to another level and create something with Urban Decay that really stood out from the crowd,” said Nick Gardner, executive vice president, HCT Packaging.

Opening the lid reveals the pop up scene of New York City, including the Empire State Building, the Statue of Liberty and Central Park.

LEDs in display

The company has also added LEDs to the display, which turn on automatically as the lid is opened.

According to the company, the addition of the lights adds the finishing touch to the product.

This is not the first time the company has used incorporated lights into its packaging designs; another recent product launch for Too Faced cosmetics incorporated LEDs into a mascara wand to help facilitate product application.

HCT also incorporated a mirror into the Too Faced Lashlight mascara package so the product could be applied on-the-go and in low light environments.