Urban Decay introduces a new campaign for its 24/7 Liquid Stick Eyeliner, starring brand ambassador Dove Cameron. The project centers on the idea of duality in self-expression, a theme the brand associates closely with Cameron’s public persona and her approach to confidence.
EYE MAKEUP
Cameron anchors the campaign with a direct and playful tone. In the campaign video, she addresses the pressure to choose a single version of oneself. “They say I’ve got to choose. Pick a side, draw a line – you can’t have both. I say give it to me,” she says. The line sets the mood for the entire project, framing eyeliner as a medium that supports change, experimentation, and contradiction. The campaign draws on Cameron’s own experiences, using humor and self-awareness to reinforce its message.
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Urban Decay positions the 24/7 Liquid Stick Eyeliner as a product that adapts to mood and intention. The campaign emphasizes the liner’s ability to create a range of looks, moving easily from subtle definition to bold graphic lines.
Urban Decay frames the product as a symbol of reinvention, connecting the act of drawing a line to the broader idea of reshaping identity. The liner becomes a means of transformation that responds to emotion, energy, and attitude.
The 24/7 Liquid Stick Eyeliner arrives with specific performance claims that support this narrative of reliability and precision. Urban Decay describes the liner as smudge-proof, retractable, and waterproof, designed to last up to 24 hours. The formula includes vitamin E and carnauba wax, ingredients selected to support smooth application and comfort. The eyeliner glides on easily before setting with liquid-like intensity.
Urban Decay has long associated its identity with bold makeup and individual expression, and this campaign continues that direction. The 24/7 Liquid Stick Eyeliner retails for $26 USD and is available through Urban Decay’s website.
