Urban Decay: Serve 24/7
24/7 Eyeshadow and All Nighter Setting Spray launch.
Urban Decay faced a classic brand dilemma — their millennial fans were aging up, and the brand was at risk of feeling out of step with the next generation of beauty enthusiasts. To stay relevant and re-establish its cool factor, they needed to connect with Gen Z’s playful, self-aware, and meme-driven culture — all while spotlighting their newest products, the All Nighter Hyaluronic Setting Spray and 24/7 Eyeshadow.
The solution? Self-aware, culturally sharp campaigns that leaned into humor and relatability. Instead of focusing on perfection or beauty standards, Urban Decay flipped the narrative, embracing the very chaos that Gen Z experiences every day. We’re not just touting product benefits, we’re reasserting UD as a fearless, culturally attuned brand that plays along with its audience.