Makeup brand Urban Disuse'southward social approach to production launches

Urban Decay, a makeup brand founded in 1996, predates social media. Today, social plays a central role in how the brand launches new products. It has besides helped the visitor build a loyal cult following effectually Naked, a series of eyeshadow palettes first launched in 2010.

This week, afterwards much teasing, Urban Disuse appear Naked Smoky, the fourth addition to the drove of Naked palettes. Urban Decay joined Snapchat on May 27, telling its 560,000 Twitter followers to add the brand on the platform for an exclusive proclamation. After a Snapchat debut, the Naked Smoky video appeared on Twitter, and since June 2, has gotten 95,000 views. (Urban Decay'due south other videos from the past week accept gotten around 3,000 views.)

John Perasco, Urban Decay's assistant vp of digital infrastructure, said that the social media fans make it exciting and entertaining to tease out a product. And while he referred to the social following as "fantastically loyal and engaged," he said the clandestine is actually in the company's electronic mail newsletter, which has 1.3 million subscribers. That's where the "near interested" fans acquire virtually things. The company'southward emails encounter a fifteen percent open up rate on average, simply Perasco said when product launches are appear, the percentage is much higher (but he couldn't share the exact number).

From email to social, the conversation takes off.

"Our dice-difficult fans love being first to know something, and being first among that circumvolve of influence," said Perasco. "It spreads from them and they experience function of the community. There's so much storytelling in the social sphere."

Urban Decay, founded in the '90s, has since inverse its packaging and labeling to appeal to the Sephora fix. Its 24/vii Glide-On Eyeliner Pencils and Revolution Lipsticks rank amidst its modern best sellers, but cypher gets people excited more than than the Naked collection, which has expanded to include foundations and tinted glosses.

Following the Naked Smoky announcement, the Twitter crowd went wild. Alert: The makeup-disinterested might notice the following tweets about eyeshadow grand overreactions.

According to Brandwatch, the announcement pulled in 7,000 Twitter mentions of #NakedSmoky; the hashtag generated 27 meg impressions. From social platforms, Urban Decay drove interested customers to its website to sign up for the newsletter to get updates on the launch.

In add-on to its Twitter following, Urban Decay entertains a following of 2 one thousand thousand on Instagram and seventy,000 on Pinterest. On Pinterest, the boards defended to the Naked palettes (including the smoky edition, which was added on Tuesday and has three pins) have almost as many followers at the make's account, at about 65,000 each.

Perasco said that Urban Decay, which traditionally offered more often than not products in bold, bright colors, introduced the Naked palette to appeal to a new demographic. As fizz around the first-edition palette mounted, it was impossible to go on it in stock. Since then, Urban Decay has worked with its manufacturer to try to get as many products on shelves equally it can, just information technology still runs into concrete limitations due to demand. No affair how popular the product gets, though, the make doesn't plan to capitalize on the social media excitement each launch receives.

"There is a take a chance of taking advantage of that," Perasco said. "Nosotros're very careful about not falling casualty to knowing that these products have built that cult status. Nosotros need to maintain the level of quality. If the quality decreased, nosotros would absolutely hear about it."

https://digiday.com/?p=120923