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Urban Decay’s “Pretty Different” campaign appeals to young consumers’ desire to be unique.

Jul 05 2019

Urban Decay’s “Pretty Different” campaign appeals to young consumers' desire to be unique. The effort includes celebrities Ezra Miller, Lizzo, and Joey King as Global UD Citizens, and representatives of “embrac[ing] pure, unapologetic individuality.” According to the brand, they’re hoping to be an “anthem for fellow makeup junkies who don't subscribe to beauty standards.” The first spot features the stars rejecting cookie-cutter styles hawked by YouTube vloggers, and embracing more bold looks. (Nylon)