M.A.C. Art of The Lip

MAC, the cosmetics brand, created an e-commerce interface allowing women in China to preview lip colours, and subsequently increased basket size by 2.8 times.

Summary

The Challenge

MAC is all about a huge selection of colors, especially in lipstick, yet Chinese women tend to use 3 or 4 colors. How can MAC encourage Chinese women to expand their color palette?

The Solution

We re-created the entire T-Mall user experience and created a socially-driven color inspiration campaign, “Art Of The Lip”, positioning MAC as the lipstick brand to help Chinese women break out of their color limitations. To make a stunning debut, MAC collaborated with Alibaba to develop a totally new ecommerce experiential user interface, delivering an immersive experience that enabled women to preview...

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