School project

Guidance teachers: Maj-britt Thusgaard Larsen and Nikolaj Sloth Kramer VIA Design, Ideation project Edited by: Filip Janosky, Anne Henriksen, Benita Ilgenstein, Helene Henkuzena, Libbi Jeffcoat, Myroslava Vetokha, Poulina Jacobsen and Daniel Grabow Jensen Due date: 18th of November Group no.: 4

01 Urban Decay description

Written and visual form

02 Design brief

In written form

03 Analysis

Consists persona, SWOT-analysis, market analysis, PEST-analysis and the DNA analysis

04 Fashion

Sketches, colours, materials, consumption chart and prices

05 Online campaign

Influencers, calculations, schedule, prototypes and products

06 Process Process for campaign and influencer brief

07 Exhibition stand

For the exhibition stand and exhibition interior.

08 Moodboard

Moodboard

9 Sources 12 Appendix

All nighter campaign by John Akehurst.

501+

employees everything started in

1996 15 million+ followers on SoMe

5%

growth on the cosmetic market in 2017.

Teamed up with Ruby Rose, Gwen Stefani and many more.

2

A part of L’oréal Group

1

of the leading makeup brands worldwide

45+

countries

100% proven, animal- free and contains vegan products.

3.2

billions in revenue in 2017.

(1) source: www.urbandecay.com (2) source: L’oreal finances: Growth on the market (3) source: Glassdoor: Urban Decay Cosmetics overview

The Urban Decay descrip-

tion

Urban Decay is a worldwide makeup brand which is founded in 1996

by Sandy Lerner, Wende Zomnir, David Soward and Patricia L. Holmes. The headquarter is based in California in The United States.

Today Urban Decay is owned by parent company L’oréal, they were acquired in 2013. It was founded when pink, red and beige enslaved the prestige beauty market.

During the latest accounting period Urban Decay had a revenue on 3.2 billion DKK’s. Right now the company is operating in more than 45 countries worldwide and is one of the biggest makeup brands worldwide. It employes more than 500 employees worldwide.

They’re primarily well known for their Naked collection, which consists eight different eye shadow palettes. The primary target group for Urban Decay is younger women, even though it’s also designed to appeal to customers who wants to purchase cruelty-free makeup, because of their CSR principles about animal- free and vegan products.

They stand for everything about beauty with an edge. It’s feminine, dangerous and fun. As said before it’s appealing to younger women who want to show individuality and who dares to express themselves and their creativity through makeup.

W

hen Urban Decay was founded in 1996, they rolled out with 10 lipsticks and 12 nail polishes. The first magazine they did has the statement: ‘‘ Does Pink Make You Puke? ‘‘ to show they we’re a brand which begs to differ.

The iconic part about the brand is their way to appeal to the style grunge, which was very popular during the 90’s. ‘‘ We do movies, TV shows and hot parties. Our lives are pretty great, and we’re fully aware that a million girls (and guys) would die for our jobs. ‘‘ - Urban Decay.

This shows that they have the faith in themselves and their company both for now and for the future. They know they have established statements and a lot of the younger generation are looking up to the brand.

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ideation

design

brief

This contains the project goal, creative goals, creative demands, target groups (who they are, where they are ect.), distribution/sales channels, regulatory requirements, positioning and the competitors.

4

Project goal To leverage the brand with new product lines in order to maximise reach as well as capture new sales of consumers who are already buying the brand. To overall extend the company’s portfolio and branch out in different markets and also direct consumption online.

Creative Goals The design should maintain Urban Decay’s strong brand and design DNA. Their slogan “beauty with an edge” should be found in the fashion collection as “fashion with an edge”.

Creative demands The collection has to be commercial and compelling to the rather young target group of Urban Decay. Urban Decay’s love for innovative performance products and experimental colours should be implemented and clearly visibly. The edgy brand personality and unconventional colours should be a focus point.

Target groups.

Who are they? What do they think?

What ́s important for them?

Urban Decay’s target consumer is mainly female aged between 18 and 35 who come from the middle class and up. Their target consumer craves alternatives everywhere and are currently only satisfied by Urban Decay with make-up; with the new product line - their crave for alternative fashion should also be satisfied. It should satisfy their hunger for something unique. Urban Decay’s customers are united with an independent spirit, a bit rebellious and certainly independent.

Distribution/Sale channels B2B ore B2C? How and Where?

The collection will be distributed in department stores just as Urban Decay cosmetics are right now. Retail space for the collections should be implemented in independent stores. However, the goal with this collection is to drive online sales significantly.

Make-up often faces the issue of being sold better through physical retail stores because of the experience, testing and service provided. However, fashion is more commonly purchased online.

The online shop and independent stores are thus B2C, while department stores first have to make the decision to carry the new Urban Decay extension, and thus is B2B. Regulatory requirements.

Are there any special requirements and guidelines The garments should be free of animal products, as Urban Decay emphasis its stand on cruelty free cosmetics.

Positioning.

What is the desired market position?

Prices

x drip

Quality

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Urban Decay

Ideation project

The persona and target group for Urban Decay 25 years old

Female Individual and fun person

Independent Creative student Lives in a flat urban area - New York for example

Likes to go out for dinner, wine and party in general Loves to be social She has a dog Edgy style - into fashion Has a lot of friends

High usage of Social Media

Charity work Takes an uber, bike or walks does not own a car

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W

S

Animal friendly - Cruelty free, vegan

Limited product range for different races (diversity)

Strong social media presents - 15 million followers across social media

Lack of free-standing stores worldwide

O

Brand extension in fashion CSR (Corporate social responsibility) trend - diversity Geographical retail expansion

T

There’s high competition on the market Economical crisis - on the American market

S WO T

High brand awareness within cosmetics Mother company - L’oréal provides financial support towards the Urban Decay brand

Sustainable stores - save energy in stores

Market analysis The cosmetic and beauty industry face a high competition on the market, where there are market leaders, followers, and big companies established in the market.

The industry is set to increase over the next years, which provides brands such as Urban Decay bigger opportunities to establish strategies in the near future.

It could also be seen negatively, because of upcoming threats, such as new competitors, within the market. Urban Decay’s sales are depending on the wellbeing of the global economy as demand will grow as long as the global economy either maintains the stability it has right now or increases. A major economic recession will effect Urban Decay negatively. Therefore, the beauty and the cosmetic market are determined by demand, thus worldwide income levels, and the global economic state.

As of right now, the industry is constantly evolving, as it starts to experience demand not just from females but as gender boundaries are decreasing, there is an increase in men consuming cosmetics.

Social media backlash

The rising percentage of men consuming beauty products is not the only factor shifting the cosmetics industry, but the life expectancy is also increasing. It’s expected that men in 2050 has an average age of 83,6 years and has grown from 78,4 years compared to today.

Same goes for women, where the average age was 82,8 years in 2005 and in 2050 expected to increase to 86,3 years. Furthermore, it has become socially more accepted for especially women of all ages to wear makeup.

According to Reuters the cosmetic and beauty industry will experience the following in the period of 2018 - 2023. The shared market value in 2018 is estimated to have a market value of 532.43$ billion USD, where it’s estimated to have a market value of 805.61$ billion USD in 2023. Therefore, there is an increase of 7,14%.

According to Orbis Research, the geographic regions of the Middle East and Africa are expected to grow with the highest CAGR in the future. This gives Urban Decay the potential to take advantage of these key emerging markets, so they can establish a high brand awareness on these markets and generate sales from that 7

Urban Decay

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Ideation project

P

E

POLITICAL

ECONOMY

Laws on product safety regulating ingredi-

Beauty brand are very dependent on

ents of cosmetic products can impact Urban

supplier prices - as once a certain price for

Decay negatively. If stricter laws pass, com-

a product is established, as soon as that

panies will need to report ingredient state-

price increases, customers start looking for

ments, recalls, and register manufacturers.

alternatives. Thus profit, is highly depen-

Furthermore, if every make up would be re-

dent on supplier prices as their is no room

quired to be cruelty free urban decay would

for shifting the sales price.

P

E

loose its USP (unique selling proposition).

Another problem product guidelines pose to companies operating in the beauty industry - is that safety laws differ from country to country and thus products need to be altered depending on the place of sale.

S SOCIAL

T TECHNOLOGICAL

A change in consumer taste, which prefers a

The shift to E-Commerce has effected the

more natural appearance over heavy make-

beauty industry however - it hasn’t been

up would most likely effect Urban Decay

effected by the decline in retail as much as

negatively. Furthermore, the brand is vulner-

other industries, as consumers like to test

able to reviews, one review often makes or

cosmetic products before purchase. Online

breaks the customers decision - this issue

purchases in cosmetics are often repur-

increased with the rise f Social Media where

chases.

S

everyone can easily spread its opinion.

High brand loyalty is often seen within the beauty industry, once a consumer has found a product, which works for her, she is likely to purchase that item over and over again.

That’s why new beauty companies are constantly fighting to get attention in such a saturated market.

T

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Urban Decay

Ideation project

D DNA analysis

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Introduction Urban Decay is an American beauty brand owned by the L’Oréal Group. The brand was founded in the mid 1990s by Sandy Lerner, David Soward and Wende Zomnir; their first collection of lipsticks and nail polishes was released in January 1996. The brand gained popularity because of their unconventional colour choices; their mission was to offer the shades that women wanted but could not buy from traditional vendors who had their selections limited to mostly red and pink shades. In 2010, Urban Decay released the Naked Palette; it became an instant bestseller and has revolutionised the way eyeshadow neutrals are done in the industry.

Product Urban Decay’s products are available in a range of colours previously unseen in the beauty market, such as ultra violet, metallic blue and vibrant green. The finishes range from matte, satin, shimmer and sparkle with the textures being described as “velvety, suede-like smoothness” making them easy to apply and blend.

The edgy packaging is designed to stand out.

Urban Decay describes themselves as “feminine, dangerous and fun”; they want their customers to be able to express themselves creatively when they apply their makeup.

User Urban Decay covers the modern woman’s makeup needs with the ability to mix and match different colours and finishes. Their range of neutrals and nudes are made to match all skin colours and their trendy pop colours give the user the ability to challenge traditional beauty. Urban Decay’s wide colour palette allows the user to freely express their individuality and style through makeup.

Culture Inspired by grunge culture and edgy style, Urban Decay changed the beauty industry when they launched in 1996. Their first collection of outrageously coloured lipsticks and nail polishes has since been duplicated by many of the big makeup brands that are on the market today. They truly aim to accommodate everyone; all of their products are vegan friendly and animal-cruelty free.

Target group Urban Decay’s products are aimed at young women who want to challenge conventional beauty and express their individuality.

They see makeup application as something that is supposed to be a fun and creative process and they are never afraid to stand out.

Influence For more than 20 years Urban Decay has been shaking things up in the beauty industry; they began by challenging our views on acceptable colour choices in the 90s and they changed neutral makeup forever when they introduced the Naked Palettes. The Naked Palettes have become so popular that one is sold every seven seconds worldwide, and they have created a whole Naked range based on the original palette from 2010.

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Urban Decay

Ideation project

From ‘beauty with an edge’ to ‘clothing with an edge’ Urban Decay is expanding its product line with a brand extension into fashion.

The collection continues Urban Decay’s Design DNA - featuring bold colors and the core thought of creating something extraordinary.

Introducing: Urban decay x drip

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This is a flyer, which will be available at the trade fair stand for potential customers and to take and inform them about our collection.

Therefore, this is a part of the sales materials which will be printed out as well.

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Urban Decay

Ideation project

PRIMARY COLOURS

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Urban Decay

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Ideation project

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Urban Decay

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Ideation project

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Urban Decay

Ideation project

SAMPLES AND MATERIALS

The process of making the textiles, with examples (the production process for the textiles)

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TECHNICAL SKETCHES

The chart of tailoring for the coat; the cutting chart of the coat

PRIMARY COLOURS

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Urban Decay

Ideation project

TECHNICAL SKETCHES

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Urban Decay

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Ideation project

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Urban Decay

Ideation project

Online campaign Banners, social media campaigns, sponsored stories and influencers.

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Mission

To launch Urban Decay’s brand extension in fashion (UD x Drip Collection) within the European market. The goal is to generate online sales through increased media exposure, and thus also increase B2B demand. Increase general brand awareness for Urban Decay and generate content which can be repurposed online.

Idea

To have high reach influencers from various countries produce and publish different and diverse types of content in order to gain brand awareness as well as valuable image material. Furthermore, the use of influencers nationalities generates data on which geographic target group works best and should be focused on in the future.

Timeframe

The campaign is set out in 2019 and will launch with the influencers visiting the trade fair booth at Panorama, Berlin on 15 January. There will be an additional launch party during Berlin fashion week (2 - 6 July 2019); Instagram postings are scheduled from August to December.

Image material

For this campaign - Urban Decay will not run its own production.

Production costs are usually quite high as you need to hire a team of photographers, stylists, Hair, and Makeup, rent a set, catering etc. On the other hand, most Influencers nowadays produce very high-quality content themselves, furthermore that content is considered more “realistic� as well as more relatable.

Thus, Urban Decay will purchase image rights from the Influencers, whose pictures are considered the most valuable based on layout, product visibility, and quality.

Furthermore, Urban Decay, will launch an additional Instagram account called @urbandecayfashion, focused on its fashion line. Here, the within this campaign generated image material should be reposted for this process no image rights are required as long as the brand gives correct credit.

An aesthetically pleasing and professional Instagram presence is essential as potential customers attracted through Influencer activity need to be captured for the long run.

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Urban Decay

Ideation project

Table of influencers Example of calculation: Bonnie Strange (780.000 followers): (784.000 : 1000) * 100 = 7840 € 7840 * 3 = 23.520 € (for 3 posts) 6% of 784.000 = 47.040 47.040 : 1000 = 47,04 47,04 * 50€ = 2.352 €

The follower count and thus the reach is likely to increase over the timeframe of 2019.

We calculated the Influencer commissions based on prices German blogger @anna_ix_ published recently. According to her the average cost per mille on follower count is 10€ while it is 50€ on story views. As we do not have access to their insights, without requesting their media kit, we assumed, based on research, approximately 6% of followers actually watch the Influencer’s story.

Prices will vary from our expected prices due to a number of reasons such as insights being only able to be seen after requesting the Influencer, Influencers personal offer, negotiation power and possible added agency fees which are usually about 20%.

Example: prices are rounded down as, they are likely to be discounted when you purchase higher quantities of content such as planned in this campaign.

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Usage: Style: here the style name the Influencer will be promoting as well as wearing to the launch event will be noted, in order to have an overview of what gets exposure.

Notes: Any kind of meaningful information such as previous deals with competitors, profession etc. will be noted here.

Status: Here the status of the negotiation will be documented.

Actual budget: The sum agreed on by Urban Decay and the Influencer/ Management.

It is important to document both expectations as well as than final prices in order to collect data and have learnings for future campaigns.

Schedule 2019 JAN

FEB

APRIL

MARCH

MAY

B2B launch @panorama Berlin

German influencers first posts to tease launch

First media

JULY Launch party @bfw

JUNE

AUG

SEP

OCT

Eastern European Influencers incl. Germany, Scandinavia and The Netherlands post.

NOV

DEC

Italy, France and Spanish infleucners post.

continuously repourpose created contet

13 mio. reach

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356.000 â‚Ź

5

budget

55 Geographical

influencers

months posting period

posts generated Scandinavia, Germany, France and over all Europe

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Urban Decay

Ideation project

Instagram advertisements Instagram advertisements are a great way to target potential customers. Emphasis should be placed on quality visuals. The advertisements will be placed on the user’s feed or shown in-between Instagram stories and should not be identified by the image as an advertisement.

A way to prevent this is to use image material produced by Influencers and then add promotional captions. It is essential to have the Influencer’s permission to use their image for commercial use. While working with high reach Influencers, as we do in this campaign, this usually means to purchase the image rights.

Another great feature Instagram recently introduced is the “tap to shop” features, which allows users to see product information after tapping the image. Pop -Ups appear, which display information such as price and style name. If the Pop up is clicked, a new page is opened within Instagram which displays a larger, single image of the product. From there you will get redirected to the brand’s website to the purchase the product.

This features allows brands to capitalise on consumers irrational sides and generate emotional sales.

Furthermore Instagram allows you to manually set your target group - based on age, geographies, gender and interests.

Implementation for UD Overall we will operate two Instagram Advertisement campaigns One from July ’19 until September ’19 with product shots as visuals.

One from October ’19 until December ’19 with images produced by Influencers and purchased by Urban Decay.

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Prototypes and products

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Urban Decay

Ideation project

@kickiyangz 151k followers Berlin, Germany 30.300â‚Ź

@juliaadang 147k followers Stockholm, Sweden 3.300â‚Ź

This is a look into the Influencers whe choose to represent Urban Decay x drip.

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@gloria_nbr 972k followers France 22.300â‚Ź

@lenamahfouf 280k followers Paris, France 5.190â‚Ź

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Urban Decay

Ideation project

@martalozanop 722k followers Spain 16.610â‚Ź

@ cristinamusacchio 1M followers Rome, Italy 23.000â‚Ź

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@rianne.meijer 314k followers Amstertam, Holland 7.250â‚Ź

@ agnijagrigule 88.8k followers Latvia 2.012â‚Ź

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Urban Decay

Ideation project

The process In order to have German Influencer present at the fair in January the process should start in the beginning of December 2018.

For the international Influencers the process has to start at the beginning of July 2019.

Agreement on theme for campaign Establish timing framework

Influencer research and agreeement Contact influencers

Briefing creation

Budget management

Negotiation of influencers

Potentially negotiation of image rights Coordination of shipment & contact letter Documentation and tracking of campaign

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Dear XY, we are happy to welcome you in the Urban Decay family and are looking forward to a successful collaboration.

This is your very personal briefing where you can find all information on when to post what and where.

UD x drip is Urban Decay’s extension into the fashion market. The fabrics are made out of recycled materials. Urban Decay’s unique vibrant and rich colours are translated into fashion through the collection.

The collection is available online and at selected retailers.

Thy style you will recieve is the velvet dress with the Style Nr. 0176 Post structure: Construct a caption which captures the uniqueness of the collection and the edgy vibe. Please remember to tag @urbandecayfashion and use the hashtags #fashionwithanedge and #udxdrip. Furthermore, Influencers are required to mark there posts as an advertisement by law, if any legal action is taken against you - Urban Decay can not be hold responsible.

Your posts were agreed on as follows:

1 Instagram post

WN 41 (Oct. 8. - 14.)

1 Instagram story incl. a swipe up link

WN 43 (Oct. 22. - 28.)

1 YouTube styling video

WN 45 (Nov. 5. - 11.)

1 Instagram post

WN 45

the link will be sent to you by email the week previous to your story.

(Nov. 5. - 11.)

Best regards your,

Urban Decay team

Influencers, who are scheduled to appear at the trade fair will recieve an extra briefing for the event. Furthermore, an official lawfull contract will be set up, which will regulate the exact rights as well as in which rate the comission is paid.

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Urban Decay

Ideation project

Founders and authors of Dandy Diary: David Roth and Carl Jakob Haupt

Impressions of previous Dandy Diary launch parties.

Promotional flyer - which will be handed out at various events during the first day of fashion week in Berlin.

Furthermore, it will be placed as an Instagram story add during the week prior to the event with Berlin targeted as a geographical region.

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As the trade fair is in January, but the collection is only available for b2c from July on - there needs to be a second event to celebrate this launch.

During Berlin Fashion Week in July 2019, Urban Decay will host a launch party in collaboration with the German Duo “Dandy Diary”- inviting the “high society” of fashion.

The boys behind Dandy Diary are known for throwing the most lavish, extra Berlin Fashion Week opening parties - they are the “IT event” of fashion week.

The German Influencer, who attended the fashion fair in January are a key part of the event and should be promoted as the “hosts” of the night. The parties, as well as the duo itself, create massive media value, which Urban Decay can profit from.

Furthermore, these two are everything else but ordinary, which matches very well with the design philosophy of Urban Decay.

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Urban Decay

Ideation project

The exhibition stand

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Inspiration The modern interior is inspired by the industrial style trend because it matches Urban Decay’s unconventional beauty and “edginess”. The colour palette is kept in neutral grey tones complimented by an added pop of colour; the Urban Decay signature purple.

Industrial Style Trend Industrial style is a kind of interior design that takes inspiration from old factories that have been converted into modern living spaces. The style uses exposed brick, concrete floors, metal pipes, and exposed lightbulbs. The trend became fashionable in the late 2000’s and is still popular today.

Measurements and Calculations Once we knew the style we were going for, we began exploring furniture options for the relatively small space of 12 m2. We wanted everything down to the hangers to be made 1:5 and to ensure this we researched the furniture measurements and then calculated the appropriate scale before we started building.

Metal Workshop True to the industrial style trend, the furniture is mainly made from metal sheets and pipes in the metal workshop. For the interior; we created a large clothing rail, a barheight table, and three high chairs using these materials.

Building and assembling To further implement the industrial style, we painted the floors to imitate concrete.

To add a pop of colour, the backwall is painted in Urban Decay’s signature purple colour, and the garment rail is placed directly in front of it. The sidewall (or “photo-wall”) is decorated with an Urban Decay logo wallpaper for influencers to use as a backdrop, as they pose for pictures to further advertise the collection on Instagram, and other social media site.

Floorplan and 3D sketches We proceeded by drawing different floor plans in order to determine our best option for the décor. We wanted a space where the garments are prominently displayed, but we also wanted it to have enough space for the customers move around. Once we decided on the floor plan, we made a 3D drawing to realize the space.

(1) source: www.urbandecay.com (2) source: https://en.wikipedia.org/wiki/Industrial_style (Process) (3) source: https://www.allure.com/story/urban-decay-facts

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Urban Decay

Ideation project

Picture wall The logo wall is set out to be a picture wall. Influencers as well as visitors can stand infront of it and get their picture taken. Staff will be briefed to encourage this, by actively asking them if they want their picture taken. Furthermore it will be communictaed to tag pictures taken here with the hashtags #udxdrip and #fashionweithanedge.

The same logo wall will be used during the fashion week opening party/ b2c launch event in July - so it will be recognized and associated with the fair in January and UD x drip in general.

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Urban Decay

Ideation project

sources Cheryl Lu-Lien Tan (2018) A passion for makeup drove Urban Decay’s Zomnir to cosmetics industry, U.S. Reuters. Available at: https://www.reuters.com/article/us-money-lifelessons-zomnir/a-passion-for-makeup-drove-urban-decays-zomnir-to-cosmetics-industry-idUSKCN1MX1BP (Accessed: December 17, 2018).

2016 A AN NN NU UA AL L R RE EP PO OR RT T (no date). Available at: https://www.loreal-finance.com/_ docs/0000000136/LOreal_2016_Annual_Report.pdf (Accessed: December 17, 2018).

Reuters Editorial (2012) L’Oreal buys Urban Decay to beef up young, prestige offering, U.S. Reuters. Available at: https://www.reuters.com/article/us-loreal-acquisition/loreal-buys-urban-decay-to-beef-up-young-prestige-offering-idUSBRE8AP0F920121126?feedType=RSS&feedName=businessNews (Accessed: December 17, 2018).

Global Cosmetic Market Analysis, Size, Trends - Reuters (2018) Reuters.com. Available at: https://www.reuters.com/ brandfeatures/venture-capital/article?id=38057 (Accessed: December 17, 2018).

Global Cosmetics Products Market expected to reach USD 805.61 billion by 2023 - Reuters (2018) Reuters.com. Available at: https://www.reuters.com/brandfeatures/venture-capital/article?id=30351 (Accessed: December 17, 2018).

Wikipedia Contributors (2018) Industrial style, Wikipedia. Wikimedia Foundation. Available at: https://en.wikipedia. org/wiki/Industrial_style (Accessed: December 17, 2018).

Yong, S. (2018) Urban Decay: An Oral History of the Beauty Brand, Allure. Allure. Available at: https://www.allure.com/ story/urban-decay-facts (Accessed: December 17, 2018).

Urban Decay Cosmetics for Eyes, Lips, Face, Body and Nails (2018) Urban-decay.dk. Available at: https://www.urban-decay.dk/ (Accessed: December 17, 2018).

L’Oréal 2017: Cosmetics market (2017) L’Oréal. Available at: https://www.loreal-finance.com/en/annual-report-2017/ cosmetics-market (Accessed: December 17, 2018).

Working at Urban Decay Cosmetics (2018) Glassdoor. Available at: https://www.glassdoor.com/Overview/Working-at-Urban-Decay-Cosmetics-EI_IE267397.11,32.htm (Accessed: December 17, 2018). https://naomidsouza.com/author/foodblogger (2018) How many InstaStory views does an Influencer get?, Naomi D’Souza | Writer, Food & Lifestyle Blogger in Dubai. Available at: https://naomidsouza.com/instastory-views-influencer/ (Accessed: December 17, 2018).

Dandy Diary (2018) Dandydiary.de. Available at: http://dandydiary.de/ (Accessed: December 17, 2018).

Frue, K. (2018) PESTLE Analysis in Beauty Industry, PESTLE Analysis. Available at: https://pestleanalysis.com/pestle-analysis-in-beauty-industry/ (Accessed: December 17, 2018).

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Urban Decay

Ideation project

appendix These are the international influencers we chose to represent Urban Decay x Drip and the budget calculated for them.

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