These days, anyone with a phone can share their own makeup expertise and post a tutorial online. A proliferation of makeup influencers teaching huge audiences how to contour, blend and bronze is opening up the space to people who didn’t feel comfortable learning on their own.
But a renewed emphasis on the “right” way to apply makeup can lead to an uncomfortable amount of conformity, with everyone watching and using the same techniques. It also makes it harder for people who look different from mainstream beauty norms to participate fully.
Urban Decay, a makeup brand begun in 1996 specifically for people (both girls and boys) who wanted to redefine traditional standards of beauty, has launched a new campaign that attempts to peel back the sameness of online influencers. In a spot from Virtue and directed by Young Replicant (a.k.a. Alex Takacs) via Pulse Films, five new Urban Decay spokespeople tear themselves away from a beauty assembly line to wreak a little havoc as they follow their own paths.
“Justice League” actor Ezra Miller, rapper Lizzo, “The Act” star Joey King, reggaeton artist Karol G and South Korean rapper CL bring their own styles and preferences to the way they wear Urban Decay products in the spot, in stark contrast to the one-size-fits-all tutorials occurring in the background.
“Pretty Different” is running globally in digital, social media and out-of-home placements.