Urban Decay Uses TikTok For Black History Campaign

Newport Beach-based cosmetics company Urban Decay celebrated Black History Month with a TikTok campaign that was more subtle than it was an overt marketing effort to push product.
The brand took to the popular video platform with Urban Decay Field Artist Joda Jackson telling followers: “Show me you’re making Black history without telling me you’re making Black history. I’ll go first! I’m a creator. I’m powerful and I’m proud.”
The video, which got 1,281 likes and 67 comments, encouraged followers to use the stitch feature, a relatively new addition to TikTok that allows people to tack one video on to another.
The #blackboost hashtag on the original TikTok video, as of press time, resulted in 11 additional videos posted with the hashtag with a total of 338,100 views.
Urban Decay is part of Paris-based L’Oréal’s luxe division, which ended 2020 with sales, excluding the impact of currency, down 8.1% to $12.3 billion based on current exchange rates. Store closures as a result of the pandemic weighed on the division’s performance and beauty conglomerate’s overall sales.
Digital and e-commerce, as was the case with many companies, proved a bright spot for the business with sales online up 62% across the entire group and accounted for nearly 27% of overall L’Oréal sales.