service: Gen Z Integration
specifics: Gen Z Sounding Boards
(custom, always-on audience panels via Instagram group chat)
The Challenge
Urban Decay came to us to figure out how to make sense of nonstop beauty trends and develop creative and products that will resonate with their audience to help them rebuild relevance with Gen Z, including the relaunch of Naked OG.
The Approach
We designed an ongoing Gen Z panel for L'Oréal and Urban Decay's team, aligning on weekly discussion topics, creative & assets to share for feedback, products to send for testing, & more, focused on an audience that is hyper-specific to the profiles and personas of UD's target demographic.
The Impact
Our work with Urban Decay was fundamental in helping the brand reimagine its appeal to young audiences through product, people, and their overall creative strategy.
Our work with UD helped them integrate the voices of their most pivotal consumer into the heartbeat of their decision-making, impacting product development, messaging, and overall strategy for the brand.
“I love the [group chat], it’s been super insightful. And just having like the quick access to insights and the chat…we’re continuously getting feedback.
I feel like this has so much potential for us…I think it’s really a great way to get insights.”
Urban Decay UGC up 252% in Q3 2024, becoming Magnetic
In Q1 of 2023, 49% of Urban Decay’s user-generated content was product reviews. In Q3 2024, only 14% of Urban Decay’s user-generated content was product reviews. With this shift in content themes have also come a rise in the ranking, going from Functional to Magnetic, and increasing its GenZ Score from #35 to #24 in the Top 50 ranking this quarter.
“It was a smash success: The brand sold through what it anticipated to be five months worth of stock in just three and a half weeks on its own e-commerce site, while at Ulta Beauty, it became the number one product in its first week of launch, and is expected to sell out by the end of the month. Its launch also had a halo effect for the rest of the brand, with overall basket size on its e-commerce site lifting 25 percent, according to the brand.”
“I thought maybe the Naked palette would just be good because it was so nostalgic. Turns out it’s actually just very good. There was a reason the original Naked inspired a range of 11 other palettes: It’s simple, properly smoky, and has a luxury feel at a decently affordable price.”