Advertising is very important for brands, because it is the process through which a company makes there brand and it's products known to the public, in order for them to continue to buy it.
Urban Decay are known for their unique advertising campaigns, with tag lines such as 'Does Pink Make You Puke?', 'the Crazier the Better' and 'Beauty with an Edge'. They have a specific style to them:
- model; dark hair, pale skin and big eyebrows
- shot; from the shoulders up
- focus; bold make-up (unless it is an advert for their Naked range)
- hair; pulled off of the face or messy
Within their campaigns, Urban Decay nearly always feature the product for which they are advertising and it is normally the main focus of the image.
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| URBAN DECAY, (N.D). Beauty with an Edge [digital image] [viewed 2nd Feb 2015]. Available from: http://www.chacha.com/question/this-city-was-once-a-city-of-industry,-but-now-is-a-symbol-of-urban-decay.-answer-detroit-washington,-d.-c-new-york-atlanta |
Above is one of Urban Decay's campaigns for the overall brand. As you can see, the model has very bold make-up with her hair pulled off of her face, and she has been positioned to the right of the image so that the logo can take the main focus and tell the viewer what the brand is about. They have chosen a purple background, as that it their brand colour, and I think that it works well to make the white writing and pale model stand out.
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| URBAN DECAY, (2013). Naked Basics Campaign [digital image] [viewed 2nd Feb 2015]. Available from: http://listtoptens.com/top-10-best-and-most-popular-cosmetic-brands/ |
In this campaign you can see that again the product has taken focus. I think that this works for Urban Decay's campaigns because it is showing viewers what the product consists of, as well as what you can do with it. Their advertisements are a lot more make-up focused compared to other brands, due to them not having any hair products, but the hair is always pulled back off of the model's face, or slightly messy.
Here are some more Urban Decay campaigns:
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| URBAN DECAY, (N.D.) Naked Skin [digital image] [viewed 2nd Feb 2015]. Available from: http://popsop.com/2012/11/loreal-to-buy-urban-decay/ |
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| URBAN DECAY, (N.D.) Urban Decay Cosmetics [digital image] [viewed 2nd Feb 2015]. Available from: https://www.pinterest.com/radford0264/mktg-435-segmentation-and-targeting/ |
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| URBAN DECAY, (2014). Naked 2 [digital image] [viewed 2nd Feb 2015]. Available from: http://www.polishmodelsblog.com/charlotte-tomaszewska-for-urban-decay-naked-2-basics-fw-2014/ |
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| URBAN DECAY, (2013). Revolution Lipstick [digital image] [viewed 2nd Feb 2015]. Available from: http://theessentialist.blogspot.co.uk/2013/09/urban-decay-ad-campaign-fallwinter.html |
As a whole, I think that Urban Decay's advertising campaigns work well for their brand. They show off the products them selves, rather than a photoshopped model who is wearing the products. I think that this is a good aspect of advertising, and I like that you can see what they are trying to sell.
References:
- CD, (N.D.) brand advertising definition [online] [viewed 2nd Feb 2015]. Available from: http://dictionary.cambridge.org/dictionary/business-english/brand-advertising
- MICHAELS, W (N.D.) Urban Decay [online] [viewed 2nd Feb 2015]. Available from: http://makeup.lovetoknow.com/Urban_Decay
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