Urban Decay Tone of Voice — Edgy & Bold

Tagline: "Beauty With An Edge"

Industry: Beauty

Sector: Consumer Goods

How Urban Decay Communicates

Urban Decay ties makeup to bold, edgy self-expression. "Beauty With An Edge" frames the brand around daring colours and a rebellious, unconventional spirit — edgy, bold, expressive. The voice is edgy-glam and defiant, selling beauty for people who want to break the pretty-in-pink mould, positioning Urban Decay around cult products like its Naked palettes and an attitude that treats makeup as a way to be bold, cool, and a little dangerous.

Tone Words

Urban Decay's brand voice is defined by the following tone words: Edgy, Bold.

Communication Style

Language Style: Edgy-glam
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Urban Decay Brand Story

Urban Decay challenged the pink makeup status quo with bold colors and edgy branding. The Naked palette became iconic while the brand maintained its rebellious spirit.

Brand Message

Bold beauty for individuals

Brand Mission

Champion self-expression

Brand Positioning

Core Concept: Alternative Beauty

Central Tension: Conventional vs. Alternative

About Urban Decay

Urban Decay, an American cosmetics brand headquartered in Newport Beach, California, is a subsidiary of French cosmetics company L'Oréal. Current products include lip, eye, complexion and body products. They are best known for their Naked collection, which includes 12 different eye shadow palettes. Its target market is women, although it is not limited to this range, and is also designed to appeal to customers who wish to purchase cruelty-free makeup. Its products are sold at large department stores in the United States, such as Macy's, Sephora, Ulta, Nordstrom, and from the official website, as well as in several other countries such as Mexico and Germany.

Frequently Asked Questions About Urban Decay

What is Urban Decay's tone of voice?

Urban Decay uses a edgy, bold tone of voice. Their communication is edgy-glam, typically using statement-style sentences in the present tense. Their tagline "Beauty With An Edge" exemplifies this voice.

How does Urban Decay communicate with customers?

Urban Decay challenged the pink makeup status quo with bold colors and edgy branding. The Naked palette became iconic while the brand maintained its rebellious spirit.

What is Urban Decay's brand message?

Urban Decay's core message: Bold beauty for individuals Their mission: Champion self-expression

What is Urban Decay's slogan?

Urban Decay's slogan is "Beauty With An Edge". It carries their edgy, bold voice.

What is Urban Decay's mission?

Urban Decay's mission: Champion self-expression

What makes Urban Decay's brand voice unique?

Urban Decay stands out through their edgy, bold communication style. Their central brand tension, "Conventional vs. Alternative", shapes how they communicate across the Consumer Goods sector.

What language style does Urban Decay use?

Urban Decay uses edgy-glam language, with imaginative messaging, in statement-style sentences, using the present tense.