MAC Cosmetics looks to post-lockdown summer for makeup sales boost – Glossy

MAC Cosmetics U.Ok. and Ireland is banking on the resurgence of makeup sales, as lockdown restrictions in Europe ease and other people return to their traditional summer actions.
On Wednesday, MAC debuted a six-week-long digital and out-of-home marketing campaign throughout TikTok, Spotify, Snapchat and billboard promoting within the U.Ok. and Ireland. It’s specializing in cities like London, Liverpool, Cardiff, Dublin and Aberdeen. The marketing campaign, referred to as “Love Me,” targets Gen Z and millennials to promote the model’s new Love Me Liquid Lipcolour. It’s impressed by well-liked self-empowerment and mood-boosting developments which have taken off on TikTok and Spotify. For instance, the hashtags #selflove and #bodypositivity on TikTok have earned 19.2 billion and 11.3 billion views, respectively. The whole media marketing campaign is predicted to attain 43% of all ladies within the U.Ok., roughly 11.4 million folks.

“This is a superb alternative for us to come again with a little bit of a bang, [after] the pandemic had stopped many people from sporting lipstick whereas being at house,” stated Fiona Sainty, vp and gm at MAC Cosmetic U.Ok. and Ireland. “We’re hoping that Love Me is a pleasant alternative to discuss to about our new innovation, but additionally to come again and solidify our place because the No.1 status lipstick model.”

Sainty declined to state particular sales figures however stated that sales of eye makeup, basis and concealer had remained sturdy through the major lockdown interval. So far, lip pencils have begun to see “phenomenal development” in 2021, she stated.
MAC labored with Spotify to create three totally different mood-boosting playlists, referred to as “Confidence Boost,” “Feelin’ Myself” and “Mood Booster.” The playlists additionally function MAC audio adverts for those that pay attention to Spotify for free. In addition, MAC is using augmented actuality filters on each Snapchat and TikTok. The AR filters permit customers to just about try-on 4 Liquid Lipcolor shades whereas providing affirmations of self-love. MAC is the primary model to use Snapchat’s shade-matching lens and shade recognition expertise. A Snap QR code has been added to MAC gondolas in-store, as properly.
On TikTok, MAC is utilizing the platform’s TopView advert format, which can make it the primary video everybody sees once they open the app within the U.Ok. and Ireland. MAC declined to share its whole marketing campaign funding, however Bloomberg reported in June {that a} TopView advert prices $2 million within the U.S. Meanwhile, The Verge beforehand reported that Snapchat-sponsored lenses can name between $450,000-$750,000 per day. Additional paid media has been allotted to Facebook and Instagram digital adverts.
“This is a chance to inform the MAC story to the [young] individuals who haven’t been introduced up with MAC,” stated Sainty. “Moving extra into the digital area and being extra outstanding on a few of these platforms will allow that understanding.”
MAC Cosmetics spent the previous 12 months updating each its e-commerce applied sciences and product portfolio to keep that relevancy. In May 2020, the model expanded its AR capabilities, and in April it started updating its merchandise to provide lighter-feeling makeup and seize upon the “glow-y” pores and skin pattern. In July, MAC Cosmetics U.Ok. and Ireland will start a “Trend Tuesday” digital marketing campaign to emphasize how its portfolio of merchandise can tackle any pattern du jour. Melina Kacherou-Carage, MAC Cosmetic U.Ok. and Ireland director of promoting, stated that the Love Me marketing campaign helps MAC keep extremely related for a quickly evolving buyer base.
“This isn’t a marketing campaign that we’d have developed the identical means if we [had not gone through] lockdown,” stated Kacherou-Carage. “So this marketing campaign is extremely essential for the relevancy and engagement with our shoppers. We are dialing up some key developments and model pillars that we really feel are essential to shoppers.”