Inside Urban Decay's 'Breaking Nudes' Pop-Up Tour
L'Oreal-owned cosmetics brand Urban Decay launched an experiential pop-up tour this spring to promote new shades of its popular 24/7 Glide-On Eye Pencil.
Cleverly named “Breaking Nudes” — a play on “breaking news” — the activation spotlighted six neutral shades and was designed to meet consumers where they are. The tour, which took place in March, spanned multiple markets in California and Nevada.
To bring the experience to life, Urban Decay partnered with creative marketing agency The Experiential Group (TXG). Together, they deployed a retrofitted, salmon-colored airstream trailer outfitted with a three-station vanity and a mini photo studio with terrazzo-inspired flooring.
The activation was designed to help consumers discover and try both the new and existing Urban Decay products. Visitors received complimentary eyeliner applications by professional makeup artists and were gifted free goodie bags filled with Urban Decay products.
In March, the Path to Purchase Institute visited the San Diego tour stop at Westfield UTC, an upscale open-air shopping center. See images from the event above.
