Urban Decay Taps Viral Horror Star M3gan for New Product Partnership
Watch out; there's a killer Urban Decay partnership on the loose.
Ahead of the highly anticipated release of 'M3gan 2.0' on Friday, the affordable makeup brand launched a chilling collaboration with Universal Pictures and the film's beloved, blond-haired murderess: M3gan. The AI doll, who went viral back in 2023 when the original movie dropped, was tapped to promote Urban Decay's All Nighter Setting Spray, a smudge-proof and transfer-resistant formula that locks in makeup for up to 16 hours.
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'We're thrilled to be partnering with Universal Pictures on 'M3gan 2.0.' The unique and unapologetic nature of M3gan aligns perfectly with Urban Decay's DNA, and we're excited to bring this collaboration to life in a way that showcases our iconic products — designed for you to stay flawless, no matter what chaos unfolds,' said Fernando Febres, head of U.S. marketing for Urban Decay.
In a 30-second clip on YouTube, M3gan is seen sitting calmly on set, with her demonic blue eyes and innocent voice. 'Being me isn't easy. Not only do I have to save the world, I have to look this good doing it. Thankfully, I have my Urban Decay Setting Spray for a look that stays and slays,' the doll says.
This partnership will include an in-person activation on Wednesday in Los Angeles, influencer partnerships and exclusive Urban Decay glam for actress Jenna Davis at the film premiere.
'M3gan 2.0' is the second installment in the sci-fi film series, which will see the doll reawaken to kill for good this time as a villainous weapon called Amelia threatens the future of the human race.
Launched in 1996, Urban Decay was designed to be a mechanism for self-expression, with the punk and Gothic customer in mind. No surprise, the beauty brand's heyday was the 2010s, bolstered by the launch of its auspicious Naked Palette collection, which amassed over $1 billion in sales until it was discontinued in 2018. A little over a year ago, Urban Decay re-released the original Naked eye shadow palette, comprised of shimmery earth tones and misty gray hues.
Urban Decay also joined forces with WNBA star Cameron Brink in 2024 for a multiyear partnership. As the official sponsor of the Los Angeles Sparks, Brink's team's partnership wasn't a total surprise. 'Partnering with Urban Decay is incredibly important to me because it represents more than just beauty — it's about investing in authenticity,' Brink said in a statement. 'Their commitment to individuality and originality aligns perfectly with my values, inspiring consumers to embrace their uniqueness.'
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