URBAN DECAY COSMETICS — Zoe Kersten

ZOE KERSTEN

Zoe Kersten is a multidisciplinary creative.

Zoe specializes in graphic design and art direction. She also likes cool mockups, weird textures, and making friends.

03 URBAN DECAY COSMETICS

CONTEXT

From the 90s through the 2010s, Urban Decay Cosmetics was a dominating brand known for the unique edge and grungy aesthetic that set them apart from other brands. Trying to keep up with minimalist makeup trends in the late 2010s alienated them from their original brand identity.

OPPORTUNITY

The current minimalist, “less-is-more” makeup trend has left the alternative makeup niche wide open and early 2010s nostalgia is trending.

CONCEPT

The Urban Decay Archive

STRATEGY

Fully embracing UD’s gritty, grungy identity with a revival of their cult favorite products— The UD Archive. Connecting with those who were there and those who aspire to be with rebellious wheatpaste posters, collaborations with 2010s IT Girls & Gen Z-loved brands, an eye-catching coffee table book, and an Instagram-worthy city pop-up.

SPEC WORK /
ALL WORK DONE BY ZOE KERSTEN

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