Urban Decay Rebrand: Pretty Different
In 1996, Urban Decay shook up the status quo in an industry that was plagued with “pretty.” Their famous “Does Pink Make You Puke” campaign and brand line “Makeup for Boys and Girls” challenged the norms and gave them the edge in the beauty world.
Twenty years later, the industry’s back to the same old boring tricks. Airbrushed models and faux diversity are stifling creativity, so we’re calling bullshit. When makeup brands tell everyone to “be yourself,” we answer: “We can be whoever the fuck we want” with a new brand platform we’re calling “Pretty Different.”
“Pretty Different” proudly rejects the sameness that runs through the industry today, giving beauty junkies a reason to feel inspired by Urban Decay.
Campaign by the numbers: 1 billion global impressions • over 4.2M video views • 250+ global press stories • most positively reviewed campaign in Urban Decay history (99% positive sentiment) • most YouTube views on launch day of any campaign in Urban Decay history (100k)
2020 AICP AWARDS SHORTLIST FASHION & BEAUTY
- Project Roles
- Art Director
- Virtue Worldwide
- Adobe Photoshop, Art Direction, Cinematography, Color Grading, Conceptual, Editing, Editorial, Outdoor, Post-Production, Print, Retail
- Advertising, Commercials - Video, Retail Designs, Social Media Content, 360° Video
- Project Industries
- Advertising, Beauty, Fashion