The document outlines Urban Decay's relaunch strategy for their Vice Lipstick line. It includes insights on shade performance over time, positioning the shades as quintessential lipstick attitudes, and targeting trend-following millennials on social media. The campaign will feature experiential events themed around each shade in major cities, along with supporting creative assets, marketing cadence, and education tools for retailers. The objective is to position Vice Lipstick as a top competitor through a unified brand representation and lipstick encapsulating one's attitude.

1. S U M M E R / FA L L 2 0 1 9
VICE FULLY LOADED LAUNCH

4. URBAN DECAY
• Unifying theme
• Brand representation
THEME
• Time-being
• Gateway Shades
• Lipstick Effect
ALL-AROUND
• Skin-Tone
• Outfits
RANKING
• NA Ranking
• Global Ranking
SHADE RATIONALE
BAD BLOODBLACKMAIL LIAR MENACE

5. 0.7% 1.7%1.3% 0.9%
VICE LIPSTICK: 2017-2018
OFF-SEASON HOLIDAY SEASON CAMPAIGN SEASON AFTER-SEASON
JUNE-JULY AUG-OCT % CHANGE NOV-JAN % CHANGE FEB-MARCH % CHANGE APR-MAY % CHANGE
BLACKMAIL 0.70% 0.99% 41.08% 0.87% -11.99% 0.63% -27.99% 0.50% -20.20%
BAD BLOOD 1.14% 1.40% 22.90% 1.46% 3.83% 1.35% -7.25% 1.30% -3.70%
LIAR 1.41% 1.54% 9.73% 1.41% -8.44% 1.65% 16.90% 2.11% 27.80%
MENACE 1.23% 0.79% -35.99% 0.61% -22.44% 0.75% 22.84% 0.88% 17.50%
CURRENT PERFORMANCE - MOB
BLACKMAIL BAD BLOOD LIAR MENACE

6. STRATEGY
OBJECTIVE: To relaunch Vice Lipstick with new positioning to be a top competitor among
the lipstick category.
POSITIONING: Our hero shades are the four quintessential lipsticks of their shade
category.
TARGET AUDIENCE: Edgy millennials that are the first to follow trends. They are social
media savvy, enjoy going out and attending events.
KEY INSIGHT: Lipstick encapsulates one’s attitude.

8. LOCKUP & TAGLINES
TAGLINE: MOUTH OFF.
SUBTAGLINE: The boldest move to make.
SHADE TAGLINES:
• Blackmail: Make it dark.
• Bad Blood: Make it bad.
• Liar: Make it nude.
• Menace: Make it loud.
HORIZONTAL LOCKUP
VERTICAL LOCKUP

9. CREATIVE ASSETS

11. TEXTURES & BACKGROUNDS
PRIMARY GRAFFITI TEXTURE
SECONDARY GRAFFITI TEXTURE

12. CAMPAIGN MODEL SHOTS
HERO MODEL

13. PRIMARY MODEL TEXTURE
TREATMENT
SECONDARY MODEL TEXTURE
TREATMENT
MODEL VISUAL ASSETS

14. COLLATERAL

15. POSTERS

16. POSTERS

17. POSTERS (CONT.)

18. ARTISTRY

19. ARTISTRY (CONT.)

20. WEB

21. SOCIAL MEDIA

22. INFLUENCER BOX

23. MERCHANDISING

24. NESTING TABLE UNIT

25. FOCUS UNIT

26. FSS SFU

27. WINDOW DISPLAY

28. SEPHORA ENDCAP

29. LIGHTBOX – SIZE 1

30. LIGHTBOX – SIZE 2

31. EXPERIENTIAL

32. EXPERIENTIAL OVERVIEW
OBJECTIVE: Create global buzz during the relaunch of the Vice Lipstick collection.
CONCEPT: Influencers are invited to party the night away at an undisclosed location to
experience the attitudes of Vice Lipstick. The event features four rooms with each themed
with a shade.
Following the influencer event, beauty junkies will have a chance to be invited to four shade
parties in four cities around the world.
1 INFLUENCER EVENT. 4 EXCLUSIVE PARTIES. 4 CITIES.

34. INVITATION

35. CONSUMER FACING PARTIES

36. MAKE IT NUDE.

37. MAKE IT BAD.

38. MAKE IT DARK.

39. MAKE IT LOUD.

40. SWAG
MAKE IT DARK.
BLACKMAIL
MAKE IT NUDE.
LIARMENACE
MAKE IT BAD.MAKE IT LOUD.
BAD BLOOD

41. LAUNCH TIMELINE & MARKETING CADENCE
INFLUENCER EXPERIENCE - LOS ANGELES AUGUST 30
MAKE IT DARK PARTY - NEW YORK SEPTEMBER 7
MAKE IT BAD PARTY – HONG KONG SEPTEMBER 13
MAKE IT LOUD PARTY – LONDON SEPTEMBER 27
MAKE IT NUDE PARTY – LOS ANGELES OCTOBER 5
ROCKSTAR SPECIFIC IN-STORE EVENT OCTOBER 18
LAUNCH TIMELINE
AUGUST 19 AUGUST 26 SEPTEMBER 3 - MID OCT SEPTEMBER 9
EMBARGO
FULL COLOR REVEAL ON
INSTAGRAM
SEPHORA U.S. DOT.COM
AND UD DOT.COM
RELAUNCH
SEPHORA U.S. IN-STORE
RELAUNCH
UD IN-STORE RELAUNCH
QVC LAUNCH DATE
MARKETING CAMPAIGN CADENCE

42. IN-STORE

43. EVENT LAYOUT
ACTIVATION INSTAGRAMMABLE WALL
MAKEUP
STATIONS
VANITIES
REFRESHMENTS
LOUNGE
DJ BOOTH
URBAN DECAY FSS
CARPET TO FSS

44. ENCOURAGE EVENT ATTENDEES TO “MOUTH OFF AND MAKE IT NUDE, BAD, DARK, & LOUD”
THROUGH A VIRTUAL GRAFFITI ACTIVATION THAT REFLECTS THE REBRANDED LIPSTICK CAMPAIGN
“SPRAY PAINT
MOMENT”
Use iPad pen to create
personalized graffiti design
VICE STICKER
PRINT-OUT
Receive print out of
graffiti on sticker
STICKER LAYDOWN
Encourage event attendees
to purchase Vice Lipstick
and put sticker on product
(3) IPADS WILL BE AVAILABLE TO COMPLIMENT THE ACTIVATION.
APPROVED SPRAY PAINT COLORS:
ACTIVATION
••••

45. VICE LIPSCRUB
SKU: SLIP8539
GIFT WITH PURCHASE
BUY TWO HERO SHADES RECEIVE THE MIRROR, BUY THREE & RECEIVE MIRROR +
LIPSCRUB, BUY ALL 4 HERO SHADES & RECEIVE MIRROR, LIPSCRUB, AND MAKEUP BAG
VICE IRIDESCENT BAG
SKU: SBAG9279
VICE MIRROR
SKU: SMIRROR8297

46. ROCKSTAR EVENT
INVITE ROCKSTAR STATUS UD MEMBERS TO AN EXCLUSIVE PR PARTY FOR RELAUNCH OF
VICE. PROVIDE COCKTAILS, EXCLUSIVE LOOK AT EDUCATION TOOLS, AND GIFT AT
FASHION ISLAND AFTERHOURS.
STORE ENTERANCE
LOUNGE
VIRTUAL
GRAFFITI
WALL
DJ
BOOTH

47. ROCKSTAR GIFTS
VICE EXCLUSIVE
LIPSTICK HAT
SKU: SHAT9377
VICE GRAFFITI
WATER BOTTLE
SKU: SWTR8390
VICE CANDY BAR
SKU: SBAR8307
LIPSTICK FLASK
SKU:FLS8294

48. EDUCATION

49. PRODUCT OVERVIEW
KEY INGREDIENTS:
THE BACK STORY:
• Different shades and attitudes
• Rich payout
• Superior color dispersion
HOW TO SELL IT:
• Show customers payout and color
• Swatch next to competitor shades
ALOE VERA
JOJOBA OIL
AVOCADO OIL
ILLIPE BUTTER
VITAMIN C
VITAMIN E
SOFTENS LIPS
LONG-LASTING
MOISTURE
ANTIOXIDANTS

50. SELLING & SERVICE
CUSTOMER TYPES: Makeupistas, Naked Junkies, Rock
and Rollas, and Gen Z all have their Gateway Shades but
can also expand to the entire collection.
SOUND BITE:
• If you only have four lipsticks, you need these four
POINT OF DIFFERENCE:
• Matching lip pencils
• Can mix and match colors for artistry looks/ombre lip
• Same great formula within entire collection
• Mix of neutral, universal red, pop of color, and dark sultry

51. MOUTHY MUST HAVES
ULTIMATE OZONE
24/7 GLIDE-ON LIP
PENCILS
NAKED SKIN
CONCEALER
UD PRO ANGLED
BRUSH
This clear, chubby
undercover wonder
does it all. Hold lip
color in place. Prevent
feathering. Correct
mistakes. Even fill in
fine lines!
Get long-lasting color
and clean lines. 24/7
is proven to extend the
wear of lipstick and
other lip products.
Use this buildable
coverage concealer to
even lips before
applying lipstick,
around the edges to
create bolder lines, or
in the center of your lip
to create an ombre
look.
Use this brush to
create sharp lines for a
defined lip look with
precise application.
BEAUTY HACKS:
• OZONE
• PRO ANGLED BRUSH
• VELVETIZER
• CONCEALER

52. ROCKSTAR SERVICE METHOD
Step 1: CONNECT
• Introduce yourself warmly and show the
customer our four hero shades.
Step 2: CONSULT
• TED: Ask questions about the customer’s
lifestyle and personality. Have them take the
Gateway Shade quiz.
• LINK SELL, CROSS SELL
Step 3: CELEBRATE
• Write their Go-To, Amped Up, and Alter Ego
shades on the Get Mouthy asset.
• Celebrate the sale, make it personal!

53. EDUCATION ASSETS

54. ARTISTRY APPROACHES TO CUSTOMER PROFILES
MAKEUPISTA ROCK & ROLLA BADASS MOM NAKED JUNKIE GEN Z
AND…B.A.D.s! (BOYFRIENDS & DADS)
• You’ve seen them looking lost, nervously glancing around the store. They brave the
unknown for the beauty junkies in their lives, making them bold and bad.

55. QVC

56. HIT Show
• 10-12 minutes
• Focus on 1-2 products
• 2500 units / $175,000
retail sales
Extended Assortment
• No value
• Sold separately
• 52% margin- no additional
fees
Finances
QVC
On Air Guest
• Story behind the shades
• Product Versatility

57. QVC – P&L

58. INCRIMENTAL SALES

59. 61
• Average Increase: +47%
• 5 Shades: Naked, Stark
Naked, Backtalk, 1993
and Gubby
• Global Launch
• Average Increase:+ 12%
• 3 Shades: Bad Blood, 714,
Cruel
• Global Launch
• Average Increase: +65%
• 1 Shade: Pandemonium
• ULTA Only
PREVIOUS VICE CAMPAIGNS

60. + 12%
INCRIMENTAL SALES
+ 15% + 40% + 50%