ControversyUrban Decay was founded 17 years back by co-founder Sandy Lerner of now famed Cisco Systems. Sandy’s drive for the aesthetic industry was produced within herself because she wasn’t content with the alternative make-up looks which were available on the market. With the help of a colleague, David Soward, he introduced a creative businesswoman called Wende Zomnir.
The three of these formed an agreement to consider the Cosmetic industry by surprise. It had been in January 1996, when they released their brand Urban Decay with a fresh line of make-up different from the rest of the market. The business quickly outgrew itself and expanded not only in popular stores such as Sephora but expansion occurred in completely different global regions such as the Middle East and the UK.
The success of Urban Decay will not only be related to its founders, but due to its devoted customers, it built from having an intrinsic policy of ending pet testing and not conducting animal assessment on its own products. Of performing exams on animals Instead, Urban Decay uses alternate methods to test without harming pets.
These substitute methods are what helped them gain popularity and success which include earned them qualifications from both PETA and the Leaping Bunny Program that stringently monitor to see which companies are cruelty-free. Apart from their animal-friendly-focused way of performing business, Metropolitan Decay established fact for their radiant and vivid trendsetting makeup. The infinitely expanding global existence and ability to overtake prestige packaging awards from major brands like Revlon and Avon displays their success. Animal testing has been used for many years to ensure protection in products designed to be utilized for humans; it is used in markets ranging from cosmetics to medicine commonly.
Urban Decay, a cosmetic makeup products company that is intensely invested in finishing animal screening worldwide and in its products was confronted with their own dilemma of preserving a cruelty-free product image. The dilemma for Urban Decay was if to increase into China’s lucrative beauty market where they could develop very quickly like other aesthetic giants have before.
If these were to broaden into China, Urban Decay would tarnish their customers rely upon the company’s ethical policy way of doing business which is to not have their products tested on pets. The passions of the consumers wanted Urban Decay’s cosmetics to be always a cruelty-free and guilt-free useful product that could allow them to express an image with no worry.
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The consumers’ expectations of the merchandise would be user-friendly and animal cruelty-free product. Like the people who love pets, especially pet activists would advantage greatly because of the quality made product that competes with top name brands but still being animal-friendly. Furthermore, it was in their best interest that the business would be truthful and to point out any important changes in the aesthetic company.
Yet switching to the Chinese markets requires the number one thing that Urban Decay is against which was testing makeup products on animals. However, with one thought or idea about just this potential development into the Chinese market for the development of the business made many consumers upset. The consumers believed that with the popularity of Urban Decay increasing in the United States that Urban Decay would be content with just how things were going for that cosmetics company to become one of the cosmetics giants around.