Decadence Dares To be Different

By Veronica MacDonald

Over the years, cosmetic packaging has been labeled playful and sophisticated. Now you can add kinky to the list. Los Angeles-based Decadence Cosmetics brings slave and master themes to the shelves in its Yes Mis-tress line.

Beth Colla, Decadence vice president and creative director, can never look at anything without thinking of toys. As a former toy manufacturer, her love of small, innovative things runs the gamut from appetizers at restaurants to tiny trinkets for the Yes Mistress line, launched in July. The independent cosmetic line features products that are both gadgety and fun.

“I watched the indie market expand with its bold colors and names, but I decided to take it a step further with a theme,” said Ms. Colla. “Other lines are sleek, but don’t have packages that represent objects. This could possibly be the next progression of indie lines.”

Ms. Colla’s background in toy manufacturing enables her to take ideas and turn them into unique products with considerations such as engineering, innovation, safety and cost. In just one night, Ms. Colla had what she called a “major brainstorming explosion.” Laughing, she sketched several different makeup lines. The Yes Mistress line was the edgiest.

“My focus was not to make gimmicky cosmetics, but rather tactile products with elements of toys and quality makeup,” Ms. Colla said. “Consumers should have fun with makeup and not make it something deathly serious. It’s all about having a good time.”

The Houdini-inspired padlock is found on every product in the line, from the Dungeon Dust’s lid to the LipVinyl lip gloss’ cap with a silk-screened padlock logo. Ms. Colla said she was inspired by fetish-oriented things such as Jean Paul Gaultier’s fragrance bottles and Los Angeles nightclubs which are full of patrons dressed in leather and rubber.

The line was originally targeted to women ages 18-35; however, company executives said the sales have exploded with women both young and old. Every­one, it seems, wants to be a little decadent.

“Elements of the packaging can be viewed in different ways—trendy or sophisticated,” explained Ms. Colla. “For young people especially, there is instant gratification when you pick up the package. Older consumers prefer the funny names and quality makeup.”

But novelty alone won’t sell a brand. As an upscale cosmetics line, Decadence was aiming for a substantial feel to relay the quality of the brand as soon as consumers touched the products. This is apparent in Decadence Cosmetics’ heavy silver padlock-shaped compact, CagedColor eye shadow, which features a key-shaped button on the side to open the compact and a definitive click when you close the case.

“Consumers want to get what they pay for. They want a product with a substantial feel,” insisted Ms. Colla. “We used a lot of soft-touch in our packaging, which feels nice and looks great. Consumers have mentioned how well our products fit into their hands and how smooth they feel.”

The Whipsticks lipstick bullets were inspired by OddzOn Koosh balls. The cap of the lipstick has a latex tassel attached to simulate a whip. The Whipsticks feature shades such as Cherry’s Sissy Maid and Bondage Babe in matte, cream and frost varieties for $16 each. Other products include LatexLiner eye liner, FiftyLashes mascara, Slap-pedBlush and PadlockPower dual finish pressed powder. All prices range from $15-35.

Next spring, Decadence is set to launch nail polish and lip liners under the Deca­dence name as the company phases out the Yes Mistress name to emphasize quality more than fetish.