MAC: Perfect your pout

MAC, a makeup brand, created different looks in the MAC Lip Mix showing the diversity of its products to reconnect with consumers, attract consumers with lip products and bring joy to Gen Z consumers.

Summary

Following the pandemic, consumers were mentally exhausted, with Gen Z being disproportionately impacted. We conducted consumer research to understand Gen Z's mindset and relationship to makeup. Because they missed out on many ubiquitous events we take for granted, they looked to the past, relying on nostalgia from their parents' generation of the 90s to bring them joy.

The 90's lip trend was gloss; however, MAC is known for its lipstick bullets. Gen Z's preferred aesthetic of 'clean girl makeup' is in stark contrast to MAC's reputation of providing a bold lip. However, with the rise of social media and...

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