MCoBeauty has outlined its ambitions to make its new All Dayer Setting Spray the number one setting spray in the mass market.
The Aussie-born beauty brand has revived the original formula of Urban Decay’s All Nighter Setting Spray by partnering with Skindinavia.
Skindinavia’s partnership with Urban Decay to produce the cult setting spray ended last year after 15 years.
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MCoBeauty’s move brings back Skindivia’s original formula with patented cooling technology under a new name and with a new, lower price.
The partnership came about when MCoBeauty’s CMO for Europe, Peter Stocks, and GM Chris Shaw “felt there was an opportunity to make it accessible to a much wider audience”, Stocks told Cosmetics Business.
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