MAC takes beauty influencers up a gear with new global campaign
The brand is getting set to launch a collection of lipsticks curated by 10 major beauty influencers from across the world, with each social media star having curated their own unique lipstick for the collection.
Following in the footsteps of L’Oréal Paris, Maybelline and CoverGirl, the group of influencers includes a male model: Gabriel Zamora.
The collection comes as apparent confirmation that using social media influencers is a top priority for beauty players, as the need to present a brand as authentically engaging with consumers becomes essential.
A focus on diversity is also a major theme in beauty branding at the moment, and follows L’Oréal’s use of the first transgender model in a major makeup campaign this month.
Moving on the influencer approach
MAC’s campaign looks like an attempt to take the use of social media stars in beauty campaigns up a gear.
Rather than a generic endorsement, MAC has moved to put the bloggers in the driving seat, increasing the sense of an authentic link between the brand and its endorsers via the products they curate.
MAC Senior Vice President of Global Communications Catherine Bomboy Dougherty, confirmed this emphasis on authenticity.
"While each collaborator has a unique vision, they all share authenticity in their partnership with the brand. We bring this authenticity now to a new type of influencer specifically in the beauty space,” she said.
Alongside Gabriel Zamora, the other bloggers and editors creating lipsticks for M.A.C include Samantha Ravndahl, Laura Lee, Alessandra Steinherr, Nikkia Joy, Fleur Bell, Victoria Ceridono, Caroline Daur, Marie Lopez, and Fouz Al Fahad. The lipstick range is set to launch in April this year.
Brand identity
It comes at a time when ‘brand identity’ is very much in the spotlight. Indeed, multinational personal care and food player, Unilever, recently stated that it sees its brands with ‘strong brand purpose’ growing about 30% faster than its other brands.
Similarly, L’Oréal is another player within the beauty and personal care industry that has been vocal about creating authentic brand identities.
Lubomira Rochet, chief digital officer, spoke last year of the need to create branded experiences rather than traditional adverts, particularly in light of the rising use of ad-blockers online.
“This is really about creating greater content and experiences, greater formats for our consumers — especially in an age where ad-blocking is going mainstream,” she said.
