Urban Decay began with a few products to satisfy a very specific target consumer: The Edgy Rebel. But since its major growth since being purchased by HMLV, the luxury goods giant, in 2000, it has expanded to reach a wider target audience.
According to their mission statement, they strive to produce a product that is both high quality, cruelty free, and makes you feel dangerous and like an alter- ego of yourself. It is a pretty drastic promise to make but one that when worded properly, captures your attention and ignites the "rebel" in each consumer, from the teenager, to the 20 something editor.
Their objective is to create products that each consumer can relate to and feel is specificalyly for them.
UD's main competitive advantage is their "cruelty-free" cosmetics and synthetic brushes. The majority of the beauty field is dominated with cosmetics companies more concerned with profit and less with social responsibity. In the past decade social awareness has risen exponentially and not only do the vegetarians, vegans, and animal lovers of the world struggle to find a product to satisfy their beliefs as well as their style, but now many average consumers do as well. This is where UD gains the upper hand over other "luxury" cosmetics producers.
Their cruelty free/vegan edge is not just a tiny label on the bottom of the packaging, but a key selling point in the product differentiation when being closely compared to many other competitors in its usual retail spaces in high end beauty stores such as Sephora, Ulta or Macy's.
Although there are other cosmetics companies who produce cruelty free or vegan products, very few can say that they sell EXCLUSIVELY cruelty free products, which, atleast for the moment, is a significant advantage again competitors who create a "cruelty free" product amongst a line of many others which are not.
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