Urban Decay taps M3GAN in killer campaign ahead of sequel release

Urban Decay has joined forces with M3gan, the killer doll from the upcoming horror sequel M3GAN 2, to launch a bold beauty campaign that merges makeup with movie hype.

The collaboration kicked off with a campaign video featuring M3gan herself on a makeup set. In the clip, she jokes about the importance of looking flawless while “saving the world,” putting the spotlight on Urban Decay’s All Nighter setting spray, a product known for its long-lasting hold that fits the character’s high-stakes action.

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The partnership is timed to build momentum ahead of the film’s theatrical release in June. To engage fans further, Urban Decay has unveiled a giveaway tied to the movie launch, creating buzz and rewarding the brand’s audience.

The campaign also includes an in-person activation and a series of influencer collaborations, extending the reach across digital and real-world touchpoints.

In a statement, Fernando Febres, head of US marketing, Urban Decay said "M3gan's face card never declines and All Nighter setting spray is the secret to keeping her makeup slaying all day." 

"Excited to partner with Universal Pictures' M3GAN 2.0 on this killer collab," he added. 

M3gan first went viral in late 2022, shortly after the character was introduced in promotional materials and trailers for the original M3gan film.

The blend of horror and dark humour in the robot doll’s portrayal captured social media attention around November and December 2022, sparking memes, fan art, and widespread online buzz well before the movie’s early 2023 release.

With summer blockbusters lining up for release, movie studios are pulling out all the stops to cut through the noise.

In Singapore, Universal Pictures has rolled out three pop-up activations to drum up buzz for its upcoming theatrical slate: Jurassic World Rebirth, the live-action remake of How To Train Your Dragon, and Mission: Impossible — The Final Reckoning. 

Meanwhile, Marvel Studios dropped the Thunderbolts title in a surprise rebrand stunt last May and lit up Kuala Lumpur’s Merdeka 118 with a dramatic skyline projection to grab fans’ attention.

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