Inspired by the newAlice in Wonderland movie, Urban Decay’s Alice in Wonderland Book of Shadows features playful packaging to engage consumers. The book-like cover uses copper foil and a dark teacup pattern. Once the cover is opened, a pop-up scene fromAlice in Wonderlandappears with a mirror in the background. Even the eye shadows incorporate the film with names like White Rabbit, Chessur and Midnight Tea Party. When the limited-edition collection first launched on Urban Decay’s website, it sold out the first day; The launch sold out in just a few days. Needless to say, when the product finally made it to stores, it had become much more “limited” than the creators originally intended.

January 2010

Urban Decay,