To celebrate its 40th anniversary and launch of M·A·Cximal Silky Matte Lipstick, M·A·C Cosmetics hacked New York Fashion Week with the "I Wear M·A·C" x M·A·Cximal event, social stunt, and talent collaborations.
The objective was to engage Gen Z and drive desirability, so rather than focusing on turning forty we transformed the M·A·Cximal "I Wear M·A·C" tagline into a shareable meme and identity. Anchored in internet culture, it played off Y2K nostalgia and dupe trends on TikTok, which authentically resonated with M·A·C.
True to the brand's bold and irreverent heritage, a Canal Street souvenir shop was unexpectedly re-imagined into a vibrant fashion week afterparty. Operating within an extremely short window (one day) to completely remove all their real merchandise and replace it with “I Wear M·A·C” x M·A·Cximal branded everything! From keychains, to bumper stickers, to hoodies, and bedazzled lighters - the “M·A·C Market” had it all.
Meticulously designed and produced, over 150 diverse VIPs, beauty, and fashion influencers attended including Hari Nef, Alex Consani, Paloma Elsesser, Patrick Ta, Meredith Duxbury, Gabbriette, and more. Guests experienced a surprise performance by JT of City Girls and left with armloads of merch, along with their M·A·Cximal Silky Matte Lipsticks, clearing the shelves by the end of the night.
The same day, we strategically partnered with the iconic Paris Hilton, the Queen of Y2K, and celebrity gossip social account @deuxmoi to create a paparazzi style shoot. This fueled buzz and anticipation for M·A·Cximal Silky Matte Lipstick launch, sparking conversations and generating intrigue around the upcoming event.
Ultimately, the activation surpassed expectations, generating over $2.8M in global Tribe Dynamics Earned Media Value (EMV), which was 60% above target, and drove a 3.5x increase in global social engagement on @maccosmetics Instagram and TikTok. Additionally, the campaign successfully exceeded commercial goals, largely driven by new consumers.
