For the launch of its new MACximal makeup and lipstick line, cosmetics brand MAC held a striking and unique event in Madrid's city center, in Plaza Callao, which was also broadcast live on the Callao City Lights screens.
This event took place last weekend, when the cosmetics company transformed the entire square into a real-life makeup studio where anyone who wanted to could try out MAC's new lip products, applied by various makeup artists.
To this end, several influencers were present, who were also given makeup on the set located in the center of the square. Participants also had the opportunity to have their photo taken with their makeup on, and attendees were given a strip of four photos and an entry into a raffle.
They also received a complimentary makeup trial at any MAC store in Madrid.
MAC broadcast the entire activation
The campaign was developed by MAC in collaboration with the Futura Project agency and managed by MediaKeys. It was broadcast on Friday and Saturday on the Callao City Lights screens, allowing attendees and passersby to follow the participants' makeup process.
"The broadcasts at Callao City Lights allow you to see in detail what is happening at that moment in the square or anywhere else on the planet, generating great visibility and encouraging the participation of the public in the area," saysGorka Pagazaurtundua, commercial director of Callao City Lights.
M·A·C wanted to present its iconic MACximal lipstick in this way, now with more color, longer wear, and greater comfort, thanks to the lip-friendly ingredients (cocoa butter, coconut oil, and shea butter) incorporated into the lipstick line.
Through this action, followers have become loyal, and those who may not have been followers have had a significant impact on the decision of their preferred makeup, all thanks to the brand's proximity.
- MAC Cosmetics has become one of the most popular cosmetics brands in the world, with over a thousand stores in more than 100 countries.
- The brand is also known for its collaborations with artists, designers, and celebrities.
- A study by McKinsey & Company found that companies that personalize their marketing experiences earn 40% more revenue than those that do not.
Personalization undoubtedly adds value, and in this sense, MAC Cosmetics lipsticks perfectly fulfill this purpose, making their customers feel truly connected to the cosmetics brand.
Personalization strategies go beyond simply adding the customer's name to an email. It's about deeply understanding individual consumer needs, preferences, and behaviors, and using that information to tailor the customer experience across all touchpoints.
When brands offer personalized products, services, or experiences, they are sending a clear message: "We understand you, and we care about you." This sense of individualized attention creates an emotional bond between the brand and the consumer, which is often stronger than any generic advertising campaign.
