When Urban Decay, cosmetic brand with portfolio L'Oreal, announced collaboration with influencer Ari Kytsya from the platform OnlyFans, the internet exploded. The video promoting the new eyeshadow palette has achieved 18,5 million views, thousands of comments flooded social media, a media, as http://www.wirtualnemedia.pl, unleashed a storm of discussion. Promotional success? Indisputable. But is it enough?, to consider the campaign victorious? In terms of image, the matter is controversial and raises questions: Is it possible to do anything in marketing for the sake of reach??
Reach versus value: number trap.
In marketing, numbers work like a magnet. Ranges, views, clicks – they often determine the evaluation of the campaign. Urban Decay, choosing Ari Kytsya, influencer known for TikTok, Instagram i OnlyFans, achieved a viral effect. However, when the dust settles, the question arises: Do these millions of views bring value?, or just a momentary noise?
L'Oreal, owner Urban Decay, has been building an image based on values for years: inclusion, respect, ethics. Cooperation with an influencer associated with erotic content (though OnlyFans it is also a platform for lifestyle creators) sparked accusations of hypocrisy. Expert Karina Hertel in the article Wirtualnemedia.pl called the campaign "demoralizing", indicating a risk to the brand's authenticity. Żaneta Kurczyńska added, that Ari's choice may alienate a key group - teenagers, who value Urban Decay for quality and values.
He finishes SWOT: which went well, and what not?
Let's look at the decision Urban Decay through the prism of SWOT analysis:
Strengths:
Reception: 18,5 million views is the result, every brand dreams of.
New target groups: Ari Kytsya attracted the attention of fans from TikTok i OnlyFans.
Breaking the patterns: in the beauty industry, courage in selecting influencers is rare.
Weaknesses:
Value blur: fans criticized the lack of consistency with the ethos L'Oreal.
Risk of associations: erotic context OnlyFans may discourage conservative customers.
No strategy? Impression, that the brand is "chasing scandal", and does not build a well-thought-out narrative.
Chances:
New image: braver, a more rebellious profile may attract younger audiences.
Recognition: reaching niche market segments.
Threats:
Criticism: media and consumer wave of negative opinions, like expert comments.
Image hangover: difficulties in returning to the premium image.
Loss of trust: undermining the credibility of actions CSR.
Ethics is not self-censorship.
I have been emphasizing this in my work for years, that brand strategy is not just about choosing a direction, but also giving up shortcuts. Ethical communication does not mean being "polite” or avoiding controversy. It's the art of making decisions in line with your declared values - whether it's a billboard, post, or the choice of an influencer. Controversy is like sugar: gives a quick boost of energy, but too much is harmful. Urban Decay gained notoriety, but it suffered from an image hangover, which beautiful statistics cannot cure.
Example? Brands like Nike whether Dove for years they have been combining bold campaigns with values - Nike with equality, Dove with self-acceptance. Urban Decaand, walking into controversy without being clearly anchored in its principles, risks losing trust.
Conclusions for brands: how to avoid pitfalls?
Communicate consciously - recipients see more than just the product, but also its context. Ari Kytsya's choice is not only an eyeshadow palette, but the brand message.
Guard your values - trust takes years to build, and it loses in seconds. Consistency is key.
Plan for consequences – prepare for questions, when the emotions subside. How the brand will react to criticism?
Summation: popularity is not everything.
Campaign Urban Decay this is a lesson: reach is not everything. It matters, what recipients think about the brand, when they look at her actions. Could Urban Decay have predicted the storm?? Probably yes. Was it worth it?? Time will tell, but for brands thinking long-term, it's a reminder: Strategy is the art of balancing courage and responsibility.
Let me know, or in your opinion Urban Decay won, whether it lost this campaign – and if you want to talk about your brand strategy, text me.
Source: Wirtualnemedia.pl: "Onlyfansiara is the face of cosmetics. Experts: demoralizing"
