My Chosen Brand: Urban Decay

For my chosen brand, I have picked to look at Urban Decay, as it is one of my favourite brands and I really love their range of products and the packaging is also beautiful.
Urban Decay is and American brand based in Newport Beach, California. It was founded by Wende Zomnir, Sandy Lerner, Pat Holmes and David Soward. Urban Decay launched in 1999 with 10 lipsticks and 12 nail varnishes. Urban Decay was created because at the time the market was mostly pink and red colours in make-up, and they wanted to make a difference by introducing a new variety of colours. The first palette made was inspired by the urban landscape to fit with the name of the brand, and the shadows were called names such as 'smog' and 'oil slick'.  L'Oreal acquired Urban Decay in 2012, and it is now sold in department stores world wide such as Macy's, Sephora and Debenhams. Urban Decay also promote themselves as being a cruelty free brand against animal testing and PETA support them on this.

Urban Decay use a wide range of looks in their advertising campaigns. The first one I chose to look at was the campaign for their revolution lipstick. I think the campaign works very well for the product that it is selling, as straight away you are drawn to the models dark lips. The roses in the background compliment the lipstick, and the models pose is feminine yet her sidewards gaze is intense, suggesting a feminine product but with a powerful edge.

(http://pixgood.com/urban-decay-advertisement-campaign.html -Viewed 25th January 2015)

The second advertising campaign I chose to look at is the one for naked skin foundation. It is a much more simple advert than the one above, with the muted colours and much more natural looking make-up, but it suits the product that its selling- its selling a no make-up make-up look. The use of the two diverse models also shows the versatility in the product and that it s suitable for everyone with any skin tone. It is captivating in an understated way.

(http://jahbranding.blogspot.co.uk/2014/05/urban-decay-hair-research.html -Viewed 25th January 2015)

The third campaign I chose to look at was the Summer 2013 advertisement for 24/7 glide on eyeliner. It is tailored to the product well as you are instantly drawn into the bright greeny turquoise colour of the liner with the rest of the make-up being kept simplistic and natural looking so that the eyeliner is the only thing you focus on. The coloured striped background is also complimentary to the look and adds more 'pop' to the image.

(http://www.eyeshadowlipstick.com/15853/urban-decay-summer-2013/ -Viewed 25th January 2015)