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Urban Decay
X Smiley Face

Project Type

Graphic Design, Animation, and Motion Design 

 

Date

February 2023 

 

Location

Brooklyn, NY

Client

Analog Folk

 

Brief

Urban Decay collaborated with Smiley, the iconic symbol of happiness, to launch a limited-edition makeup collection aimed at celebrating self-expression, positivity, and individuality. The campaign was designed to engage and excite Urban Decay's existing customer base while attracting new, trend-savvy consumers.

 

Role

Senior Art Director & Digital Designer

CRM Email Marketing

email design for cosmetic brand
email design for cosmetic brand swatches
email design for cosmetic brand swatches and texture

PDP Design: Ulta, Amazon, & Sephora 

four women's eyes with eyeshadow
PDP Cosmetic Brand Amazon
Much by Urban Decay Motion design
PDP Cosmetic Brand Amazon Blue
four women's eyes with eyeshadow blue shimmer

Results

Launch Day Sales: On the day of the launch, the collection completely sold out within the first 4 hours on the Urban Decay website and in select retail stores.
 

First Month Sales: The collection surpassed initial sales projections by 35% during its first month on the market, making it one of Urban Decay's most successful launches.
 

Giving Back: As part of the campaign, Urban Decay pledged to donate a portion of proceeds to mental health organizations. The donation exceeded $500,000, demonstrating the brand's commitment to social responsibility.

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