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MAC Cosmetics

PRODUCT SYSTEM

SHADE EXPERIENCE

MAC Cosmetics
Mac Cosmetics

  • NW20
    Radiant Glow

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    NC25
    Curiously Caramel

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    NW30
    Mocha Melt

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Social & OOH Campaigns

All THE FACES of M·A·C COSMETICS

M·A·C built their reputation on artistry, self-expression, and cultural relevance. As the beauty industry adopted similar language around inclusivity, what once made the brand feel radical began to feel way too familiar instead. The rebrand allows them to evolve that legacy, shifting from defining beauty by categories to allowing identity to exist without an explanation.

  • Beauty brands always talk about individuality, but most of their systems still remain rigid, which creates friction between self-expression and the actual consumer experience. M·A·C had the opportunity to modernize by evolving into an editorial, high-end authority with a more intuitive identity. The brand sharpened its premium positioning, improved differentiation, and became a more expressive platform by building on their existing strengths in quality and craft.

    • Evolved M·A·C’s legacy of self-expression into a less prescriptive brand experience in order to make it feel timeless rather than trend-dependent

    • Created a packaging system designed for clarity across multiple SKUs, incorporating the brand's iconic dot and a texture sourced from an unexpected everyday material

    • Developed an interactive shade finder that prioritizes flexibility over rigid classification

    • Translated the campaign across packaging, digital, motion, and other touchpoints such as airport ads and PR boxes

  • Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe Premiere Pro, Adobe After Effects, Adobe Firefly

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