Urban Decay Turns to e-Spirit’s FirstSpirit CMS to Power Global Content Strategy

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Fast-growing cosmetics brand – Urban Decay – maps out plan to create a fun, immersive digital experience for dedicated fan base

e-Spirit Inc., a leading supplier of content management solutions, today announced that Urban Decay, a fast-growing color cosmetics brand with the tagline “Beauty with an Edge,” plans to launch a new content-driven website later this fall using the FirstSpirit content management system. The new “UD All Access” site will complement Urban Decay’s thriving e-commerce site based on Demandware and give the brand’s dedicated fans a richer, more immersive and interactive experience than what’s possible on a commerce site alone.

“We have the commerce side and that’s going strong. Now we’re building out the content side and making a visually relevant, beautiful, and interesting Urban Decay-branded portion of our site,” says John Perasco, Assistant Vice President of Digital at Urban Decay. “It’s like whispering to our best beauty junkies to come take a peek behind the curtain and come back stage with us. People come to urbandecay.com looking for that brand voice, what we have to say, what’s new, what’s trending. They are looking for all kinds of content whether it’s editorial content, videos, product information or other users’ content.”

Adding to the challenge of managing and maintaining such a rich set of content, Urban Decay is in the midst of a rapid global expansion and needed a way to keep its brand presence absolutely consistent in every country as it expands from the US to Europe, Asia and Middle East. It also needed a way to maintain consistency across its Demandware site and the content side. These needs first led Urban Decay to pursue a content management system. After considering a range of options, the company’s IT and marketing teams settled on FirstSpirit in part for its certified Demandware integration, ease-of-use for content creators and extensive global content management functionality.

“For Urban Decay, managing that brand presence, that brand voice, the look and feel, the whole customer experience is absolutely vital to us,” Perasco explains. “Managing that from Newport Beach, the mothership if you will, is critical. A big part of the value that FirstSpirit brings is being able to manage across countries in a way that is flexible and easy, but also has a good measure of control.”

The “UD All Access” site is scheduled to go live in late October and will be accessible as a prominent menu item on the current e-commerce site. “The design of All Access is pretty cool. It offers a much more immersive experience and lets people just lose track of time and explore without feeling like they are being screamed at to buy, buy, buy,” Perasco adds. “We have lots of vocal interaction on Instagram and Facebook, which is great, but it’s happening off site. We’re trying to bring some of that back to our site so we can consolidate and curate some of the excitement.”

By moving to a central system for managing and publishing content, Urban Decay is in effect creating a Corporate Content Cloud for managing its brand globally. “For popular brands with a broad following, a robust content strategy is an extremely effective way to boost customer loyalty and strengthen the brand further,” said Robert Bredlau, chief operating officer for e-Spirit Inc. “However this can be a complex and challenging task without the necessary infrastructure. By centralizing their content strategy around FirstSpirit, the Urban Decay team is well positioned for success and we are thrilled to be partnering with them on this undertaking.”

About Urban Decay
Urban Decay is beauty with an edge. Feminine, dangerous and fun, it appeals to women who relish their individuality and dare to express it. From an insane range of velvety Eyeshadows—including the bestselling (and often-copied) Naked Palettes—to award-winning eye liners, budge-proof mascaras and legendary Makeup Setting Sprays, Urban Decay has been shaking up the industry for over 15 years.

About e-Spirit
e-Spirit is a leader in enabling companies to unlock the value of digital content and transform the way they communicate with customers and employees. Using the FirstSpirit content management system, organizations can create a Corporate Content Cloud connecting all their people, systems and applications to the centralized, real-time data, assets and information necessary to publish content with total accuracy and relevancy across all channels and devices. Founded in 1999, e-Spirit operates in 16 locations in the United States and Europe. Clients include Speedo, Airbus, BASF, Bosch, Commerzbank, Olympus, Barbri, Nord Drive Systems and WellDyne.

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