BEAUTY CARE

Urban Decay embraces unapologetic individuality

BY Gisselle Gaitan

Urban Decay is embracing pure and unapologetic individuality with its new “Pretty Different” campaign.

Starring Ezra Miller, Lizzo, Joey King, Karol G and CL, the spokespeople were chosen to be faces for the brand and campaign due to refusing to accept forced standards and instead champion uniqueness, the Newport Beach, Calif.-based beauty company said.

“‘Pretty Different’ is our anthem for fellow makeup junkies who don’t subscribe to beauty standards,” Wende Zomnir, Urban Decay’s founding partner said. “It’s our tribute to individuality because everyone is pretty different. It’s our approach to reinventing what it means to be a beauty brand.”

Since first launching in 1996, Urban Decay has stood for being different and cruelty-free. In its original press release, the brand declared that its products were for the eyes, nails, lips and skin of boys and girls who want to rattle the notion of what beauty is and put their own stamp on it, the company said.

“Our UD Citizens are dynamic, global voices that stand up for what they believe in,” Zomnir said. “They are the true definition of ‘Pretty Different’ and embody the spirit of UD. Because being different doesn’t only mean being ‘weird’ or going against the status quo—it means you being you.”

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