MAC Cosmetics

Employed at: MAC Cosmetics

Background

M·A·C Studio is one of the brand’s most iconic complexion franchises. In 2026, the portfolio expanded with new and refreshed products across concealer, corrector, foundation, sculpting and complexion — creating an opportunity to reintroduce Studio as a complete complexion wardrobe.

The Challenge

Studio already had significant brand recognition, but the relaunch needed to make the franchise feel relevant to today’s beauty consumer. Rather than simply announcing new products, our content needed to demonstrate shade, finish, application and versatility in formats native to social.

The Objective

Build awareness and consideration for the new Studio portfolio through creator-led storytelling that made complexion feel culturally relevant, educational and social-first — while supporting both product discovery and conversion.

The Strategy

CREATOR-FIRST STORYTELLING
Partner with creators who could translate complexion benefits into credible, entertaining content.

CONTENT BUILT FOR PAID
Develop social-first creative that could extend beyond organic creator audiences through whitelisting and paid amplification.

FULL-FUNNEL LAUNCH SUPPORT
Use creator content across awareness, consideration and conversion rather than treating influencer as a standalone PR tactic.

My Role

I led consumer engagement for the Canadian launch, working across creator partnerships, paid amplification and campaign execution. My responsibilities included creator sourcing and negotiation, briefing and approvals, paid UGC and whitelisting, content coordination, budget management and performance reporting.

What I actually did

Creator Strategy → sourcing, selection & relationship management
Partnerships → negotiations, contracts & usage rights
Creative → briefs, content feedback & approvals
Paid → whitelisting & amplification strategy
Production → campaign/content coordination
Measurement → performance reporting & optimization