Every M·A·C launch is monumental, but when it's the first NEW foundation in a decade, we had to make a splash. Our campaign featuring LaHorde & Gabriel’s set the scene, leading to a historic Face show at LFW. As the backstage authority, we transformed our support for designers into a groundbreaking runway Face show.

Our objective was clear: Make a resounding impact across multiple fronts. From the Face Show, livestream to global audiences, to introducing Tube Girl - an emerging star on TikTok. Leveraging our agility on social platforms, we catapulted Tube Girl from the tube platform to the M·A·C runway in 24-hours, capitalizing on her viral appeal and authenticity.

Our collaboration wasn't just about selling products; it was about fostering connections, celebrating diversity, resonating with new audiences, and reaffirming how M·A·C is at the center of cultural. In a world where speed-to-market reigns supreme, this partnership redefined engagement strategies.

Our Face Show held during London Fashion Week marked our first-ever runway show in collaboration with British Designer Richard Quinn. The show was attended by 600 people, including Bree Runway, Jordyn Woods, and Charli XCX. The show launched our Studio Radiance Foundation, and we seized the opportunity to collaborate with renowned models like Twiggy, Munroe Bergdorf and Sabrina Bahsoon, aka “Tube Girl” inviting her to walk in our Face Show.

The Sabrina collaboration was twofold, encompassing sponsored TikTok posts and her modeling debut on the M·A·C runway. The first TikTok post, "How To Tube Girl," garnered 3.6 million views, showcasing Bahsoon's authenticity and resonating with her followers. From initial contact to the runway debut and making media headlines, was accomplished just 24-hours.

As trendsetters staying on the pulse of culture is important for us and our partnership with Bahsoon demonstrates our ability to move at the speed of culture.

Our strategy in partnering with Sabrina Bahsoon, Tube Girl, for The Face Show was meticulously planned. We leveraged TikTok to identify Bahsoon's rising popularity, where her vibrant and authentic content resonated with diverse global audiences. TikTok, a key social platform in our marketing approach, presented an opportunity to for us to connect with Gen Z and Gen Alpha, and putting our Studio Radiance Foundation launch on their radar.

The partnership was approached strategically, focusing on Bahsoon's unique appeal and her ability to engage with her followers authentically. We gave Sabrina 100% creative freedom to craft the sponsored beauty content that resonated with her audience. From backstage to the runway, she showcased her unique filming style, enhancing the brand experience and capturing the attention of our target audience.

The Studio Radiance foundation campaign kicked off with a groundbreaking Face Show at London Fashion Week, attended by 600 influencers and celebrities, all to introduce our latest product innovation and engage with their audiences in a meaningful way.

Our execution involved a multi-faceted strategy, seamlessly integrating the in-person Face Show with digital platforms like a YouTube livestream for our global audience and engaging new demographics through Tube Girl. Sabrina drove her followers to our livestream, sharing her experience on her TikTok channel and we amplified her content across our global and local social channels reaching a potential audience of over 25M.

The collaboration with Tube Girl was executed swiftly, transitioning her from TikTok to the M·A·C runway within 24 hours and engaging her followers with sponsored TikTok posts featuring her favorite M·A·C products.

Sabrina "TubeGirl" and M·A·C Cosmetics achieved outstanding results, culminating in M·A·C becoming the leading beauty brand in earned media in September, with a record high total EMV of 90M as reported by Tribe Dynamics. Sabrina's content on her channels garnered an impressive 6.5 million views, showcasing the brand's appeal and reach to a wide audience. Her content alone translated into a substantial $255K earned media value in one day, reflecting the significant impact of Sabrina's influence and M·A·C's strategic partnership.