MAC Cosmetics — Powder Kiss
Turning a product launch into a content engine
330+
Social Assets Produced
21%
MoM Lipstick Sales Growth
75K
Visits To Product Pages
The Brief
MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.
46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.
21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.
