Urban Decay's Pretty Different campaign is all about encouraging consumers to challenge established beauty conventions and express themselves however they see fit. According to the brand, "UD has challenged the industry’s definition of beauty since 1996 by disrupting the sea of pink dominating makeup counters everywhere." With its Pretty Different campaign, the beauty brand is continuing to encourage people to pursue their unique ideas of beauty.
For this new campaign, Urban Decay specifically partnered with individuals who it sees as Pretty Different, including CL, Ezra Miller, Joey King, Karol G and Lizzo. In the campaign video, these ambassadors can be seen breaking free from one-note beauty, including a scene that may remind some of a dystopian world from an early episode of Black Mirror.
Divergent Beauty Campaigns
Urban Decay's 'Pretty Different' Stars Ezra Miller, Joey King & Lizzo
Trend Themes
1. Challenging Beauty Conventions - Urban Decay's Pretty Different campaign challenges established beauty conventions and encourages people to pursue their unique ideas of beauty, creating an opportunity for disruptive innovation in the cosmetics industry.
2. Partnering with Unique Personalities - Urban Decay's partnership with 'Pretty Different' ambassadors such as Lizzo and Ezra Miller creates an opportunity for cosmetic companies to partner with diverse personalities who challenge traditional beauty norms.
3. Dystopian-inspired Beauty - The Black Mirror-inspired scene in Urban Decay's campaign video introduces a new trend of dystopian-inspired beauty, leading to potential disruptive innovation opportunities in the fashion and beauty industry.
Industry Implications
1. Cosmetics - The Pretty Different campaign by Urban Decay creates potential opportunities for disruption in the cosmetics industry by encouraging people to express themselves uniquely and challenge established beauty norms.
2. Fashion - The dystopian-inspired scene in Urban Decay's Pretty Different campaign video introduces a new trend that creates disruptive innovation opportunities in the fashion industry.
3. Advertising - The Pretty Different campaign by Urban Decay presents potential opportunities for innovation in the advertising industry by featuring diverse personalities who challenge traditional beauty norms.