The objective was to create a Snapchat lens to promote the launch of Urban Decay's new Vice Lipstick collection. The lens was launched as apart of a social media multi-platform strategy to gain awareness for the lipstick collection and ultimately gain new fans for the brand.
Our strategy was simple, create a fun, dynamic lens that embodied our brand's 2 mantras:
#1. Feminine, Dangerous and Fun
#2. Beauty with an Edgy
We focused on showcasing 5 of our most standout shades of lipstick using a kiss animation that gave the lens life and movement.
Urban Decay Cosmetics was the first-ever luxe beauty brand to launch a Snapchat lens! The lens lasted for a 24 hour time period and garnered nearly 124 million impressions, and almost 49 million views. The lens was seen by 27 million unique Snapchatters, who spent an average of 35 seconds interacting with the lens.
The lens was also used by celebrities such as Kourtney Kardashian and social media influencers like MannyMUA, Kristin Leanne, and many more.