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 swatches directly in the listing, expanding a full screen color palette, complete with a variety of texture shots. It was the closest online experience of selecting lipstick color to the real thing.

The Results