How M.A.C Cosmetics pivoted physical retail to e-commerce during COVID-19

Anna Hamill

M.A.C Cosmetics, a leading global beauty brand, pivoted into e-commerce and digital brand experiences as COVID-19 shut down its physical retail stores.

Why it matters

Brands with a strong physical retail presence have been hit hard by the COVID-19 pandemic, but brands which have leaned into direct-to-consumer and digital brand experiences during COVID-19 are well positioned to weather the storm.

Key takeaways

  • Try to re-create fundamental parts of the physical brand experience, such as sample or try-ons, in digital environments.
  • Embrace digital platforms such as social media and use human connection to create a personal engagement with shoppers online.
  • Consider how to reintegrate physical retail back into the customer journey when stores re-open.

The COVID-19 pandemic has hit the retail sector hard,...

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