Urban Decay Grand Launch in China
Finding the right way to talk to Chinese GenZ and then evolving that as the situation changed in China was the key to this launch campaign.
The Brief :
Our insight was that self-expression is the new escapism, and GenZ needs ways to escape.
Urban Decay is here to help them do that, as a brand and as a product.
But how do we bring this bold brand into China Market?
"Finding the right way to talk to Chinese GenZ and then evolving that as the situation changed in China was the key to this launch campaign.
We launched a viral video on social to announce the new ambassador, GEM.
Then we released 3 films featured 3 key selling palettes along with the T mall store.