Urban Decay Face Bond

OUR TRIPLE-ACTION LAUNCH

After its high-profile US launch, we brought Face Bond foundation to the UK in spectacular fashion, with CGI films of the product being transported from LA to London. Followed by unboxings across socials of 650 glossy magazine-like ‘PR boxes’, revealing shade-perfect matches. And finally, interactive billboards hit city centre locations with brush-ready make-up artists on hand to assist.

Four smartphones display scenes featuring a hot air balloon labeled Urban Decay Face Bond soaring over city landmarks and a makeup truck, ending with an ad for Face Bond foundation bottles on a vibrant purple background. — To highlight the journey from the US to the UK we created CGI films of Face Bond being transported from Venice Beach to the streets of London that were pushed across Instagram and TikTok.

A stack of Urban Decay Face Bond magazines with a cover showing a close-up of a person’s face and hand. Text on the cover says, “Meet the new boss of your make-up bag.” The spines are labeled by shade ranges. — Each PR box resembled a stack of glossy magazines and featured campaign imagery and editorial content.

A person holds open a box containing Urban Decay cosmetics, featuring Urban Decay Face Bond foundation, All Nighter setting spray, and a purple makeup sponge. The inside cover displays colorful photos and product information. — The boxes contained a Face Bond Foundation, a shade-matching swatch booklet, All Nighter setting spray and a make-up sponge.

Three smartphones display Instagram Reels, each featuring a woman reviewing Urban Decay Face Bond foundation. The women hold Urban Decay Face Bond packaging or apply makeup, demonstrating and sharing their impressions on camera. — Influencers universally loved the PR box which set them up to give Face Bond a glowing product review.

A large outdoor billboard advertises the new Urban Decay Face Bond foundation, showcasing three bottles and product swatches. Several people gather around a Face Bond display below the ad in a busy city square. — Interactive billboards were sited in key shopping locations across the UK.

A large outdoor billboard advertises Urban Decay Face Bond foundation, featuring a close-up of a model’s face. Several people stand and interact in front of the display, highlighting the new Urban Decay Face Bond bottles. — Showcasing 40 shades of real-size foundation products.

A hand with red nail polish holds a fan of cards, each displaying a different skin tone and facial feature, against a blurred purple background—a nod to Urban Decay Face Bond’s celebration of diversity. — Visitors were shade matched using a custom swatch booklet.

A makeup artist applies makeup to a woman in front of a purple Urban Decay and LOOKFANTASTIC display featuring various foundation shades, highlighting the new Urban Decay Face Bond for a flawless finish. — Professional make-up artists applied the correct shade to their face or neck.

A woman with long brown hair and a leopard-print jacket is having her makeup done with Urban Decay Face Bond by another woman in a purple and white jacket, outdoors in an urban setting with people walking in the background. — During application, the make-up artists relayed the triple action features of the product.

A close-up of a hand dispensing liquid foundation, like Urban Decay Face Bond, from a bottle into a small clear container, with makeup bottles and a black lid nearby on a beige and purple surface. — A trial-size sample of the matched shade was dispensed to try at home.

A person hands a small black chip to another person holding a purple event badge that reads “Farewell.” Both, clad in coats, stand against a blurred purple background—Urban Decay Face Bond subtly visible on one’s cheek. — Visitors were given their individual shade match details and a QR code driving to online purchase.

The Numbers:

The Reactions

487,500 VIDEO VIEWS

1,219,000 UNBOXING IMPRESSIONS

1,693 SHADE MATCHED & SAMPLE

“We’re really pleased to have worked with We Are Collider on this innovative three-phase campaign. As an important UK launch to drive Urban Decay’s credibility in the complexion space, I have no doubt that their creativity and vision for this campaign will engage our audience.”

Miranda Anthony, Senior Advocacy & Media Manager, L’Oreal

The Reactions

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