MAC cosmetics 2023
NEW LOCKED KISS INK CONSUMER ACTIVATION
GLOBAL RETAIL ROLLOUT EXPERIENTIAL RETAIL PARIS FASHION WEEK PRODUCT TRIAL
Designed an experiential pop-up for MAC Cosmetics’ Locked Kiss Ink launch in Kuala Lumpur, driving PR visibility, influencer engagement, product trial, and bold campaign storytelling. The global rollout also extended to a VIP event in Paris during Fashion Week.
FINAL EXECUTION
PROJECT NARRATIVE
OBJECTIVE
Build awareness, desirability, and engagement for MAC’s Locked Kiss Ink while strengthening the brand’s lip category positioning through a bold retail and event activation.
STRATEGY
Translate the product’s long-wear, smudge-proof performance into interactive testing moments that could engage PR, influencers, and consumers across retail, event, and Paris Fashion Week touchpoints.
MY ROLE
I supported experiential design development across the pop-up and related activations, helping bring campaign visuals, MAC brand cues, and trial mechanics into a cohesive consumer-facing experience.
IMPACT
Extended MAC’s Locked Kiss Ink launch from cultural visibility to retail performance, with the Paris Fashion Week VIP event driving +$34M in earned media value and +650M social impressions, while the Kuala Lumpur pop-up delivered a +54% sales lift and 190% ROI.
SKILLS
Experiential Retail
New Product Launch
PR Activation
Consumer Engagement
Social Storytelling
DESIGN PROCESS
The process transformed Locked Kiss Ink’s performance claims into a bold, interactive pop-up experience built for trial, content, and category impact.