ECS01. User Experience

Gold
CAMPAIGN
M.A.C ART OF THE LIP
AGENCY
Possible Shanghai
CLIENT
M.A.C Cosmetics
BRAND
M.A.C
DETAILS
MAC is all about a huge selection of colors, especially in lipstick, yet Chinese women tend to use 3 or 4 colors. How can MAC encourage Chinese women to expand their color palette?
 
We re-created the entire T-Mall user experience and created a socially-driven color inspiration campaign, “Art Of The Lip”, positioning MAC as the lipstick brand to help Chinese women break out of their color limitations.  To make a stunning debut, MAC collaborated with Alibaba to develop a totally new ecommerce experiential user interface, delivering an immersive experience that enabled women to preview swatches directly in the listing, expanding a full screen color palette, complete with a variety of texture shots.  It was the closest online experience of selecting lipstick color to the real thing.
 
MAC’s new lipstick interface took TMall by storm, doubling previous sales records established last year during China’s biggest shopping day, 11/11.  More importantly, thanks also to the “Art Of The Lip” campaign, MAC customers increased their lipstick color portfolio, increasing basket size 2.8 times vs. the category average.
 
MAC’s new user interface became the standard for all cosmetics brands on TMall, an experience that empowered every Chinese woman to explore more of their colorful side.
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