Produced a campaign targeted towards the LGBTQ market to promote M·A·C's lipstick products.

1. Xi Luo
Drew Orlick
Isabel Jolley
Chenxi Wang
MAC Lipstick
Campaign

2. KEY FACT
MAC has a wide range of lipstick shades to choose from compared to other large cosmetic
brands. Since 2016, MAC has offered unique colors such as forest green and neon blue, making
the Colour Rocker Collection’s degree of selection and quality unique within the cosmetics indus-
try. Additionally, MAC was a sponsor for the 2017 LGBTQ pride parades.
PROBLEM THAT ADVERTISING MUST SOLVE
-MAC is known for creating new product colors each season; however, red, coral, rose, mauve
and pink are still the top 5 shades that people purchase from them, despite their reputation for
uncommon colors. We want to emphasize the spectrum of shades in the Colour Rocker collec-
tion, and how one can use them for self expression.
-MAC just began sponsoring Pride parades in 2017, so their public awareness as a LGBTQ friend-
ly brand is still niche. Only 3029 posts on Instagram used their campaign hashag #MACLoves-
Pride, which aimed to inspire people sharing their rainbow makeup during pride month in 2017.
ADVERTISING OBJECTIVE
The campaign objective is to show MAC’s brand spirit of breaking through the social stigmas of
self expression by providing unusual lipstick colors to connect people with the LGBTQ communi-
ties, and be proud of their own identities. Additionally, expanding brand awareness of MAC being
LGBTQ friendly through supporting LGBTQ communities’ activities in order to make this collec-
tion’s shades appealing to the them and increase the line’s sales.
CREATIVE STRATEGY
Target Audience/Prospect Definition:
-This campaign would focus on all genders from LGBTQ communities who live in Los Angeles and
New York City and has $80,000 to $120,000 annual income.
-Target age 30 to 38 who maybe haven’t got a chance to express themselves by makeup due to
lack of acceptance growing up, but are now finding a place where they can wear makeup.
-They care about self-beauty, enjoy using their personally curated social media, especially Insta-
gram, to follow the newest makeup trends, and collect fashion magazines for makeup tips.
-They work at LGBTQ friendly environment and like to spend nights out at bars or restaurants.
PRINCIPAL COMPETITION
Direct
-L’ Oreal ($9): the largest makeup company that holds 13.1% market share. Offers 46 finishes
in its best selling line, but all goes with general lipstick colors. It has scored a perfect 100 on
the 2018 Corporate Equality Index and been named a “Best Place to Work for LGBTQ+ Equality”.
Emphasizing on self-expression as a core value for everyone to pursue beauty through makeup.
-Fluide ($16): new makeup brand, lack of awareness, run by LGBTQ people focusing on empow-
ering all genders to celebrate their diversity with the slogan “makeup for everyone”.
-CoverGirl ($6): occupies the highest lipstick market share (20.64%) in the US. It’s a leading
drug store brand that people can easily access. Really affordable, but can’t be assured of the
quality. Collaborates with many celebrities for advertisements. Covergirl hasn’t show direct sup-
port to LGBTQ communities, except for once hiring a gay elebrity endorser.
CREATIVE BRIEF

3. -Urban Decay($18): the line Vice lipstick line provides 104 shades. it focuses on providing
unique color as well to fulfill artistic needs. But, their eye palettes are more famous. No sign of
showing support to LGBTQ.
Indirect: Lip balm, lip gloss, lipliner
POSITIONING
MAC Cosmetics holds 11.1% of the lipstick market share. MAC positions itself as a world-leading
color expert and trendsetting makeup brand. It never gets tired of creating bright and colorful
cosmetics for all ages, all genders, and all races to have fun and create individual looks. MAC
also has a long history of supporting the LGBTQ communities, though these initiatives have not
often received largely publicized campaigns to express the brand’s commitment to the communi-
ties to a wider audience.
CONCEPT & TONE
-The concept would be positioning.
-Tone would be bold, modern, experimental, sophisticated.
KEY CONSUMER BENEFIT
-Creamy, full coverage, long-lasting lipsticks that stay all day
-Wide-range of bold color choices that provide more freedom for doing makeup.
-More affordable than most high-end brands but guarantees the quality. The lipsticks of high-end
brands (YSL, Dior, ect.) usually are $30.
-LGBTQ communities can show their pride by purchasing from LGBTQ allied brands such as MAC.
REASON WHY
-217 colors to choose from divided by the different textures into several lines with the same
package.
-$18.5 each
-Provides LGBTQ friendly environment when they are shopping in-store.
-Based on research, 64% of LGBTQ communities are willing to purchase brands who support
them. LGBTQ communities generally feel more comfortable using and consuming MAC products.
MANDATORIES & POLICY LIMITATIONS

7. NON-TRANDITIONAL
STICKERS
For the nontraditional aspect of this campaign, MAC Cosmetics will be giving away
limited edition PRIDE lip vinyl stickers along with the purchases of the Colour Rock-
er Collection. Stickers will be available at any of the 40+ MAC locations in New York
City and Los Angeles during Pride month in June. Color schemes of the stickers
allude to the flags of the LGBTQ communities, and give customers another way to
express themselves during the parade festivities. Custom stickers are cheap to pro-
duce, are desirable to consumers as giveaway items, and easily create brand aware-
ness if placed in a visible place such as a water bottle, laptop cover, or a vehicle’s
bumper. By producing visually appealing, high quality stickers fans of the brand will
unconsciously become part of the MAC Pride advertising efforts, all while expressing
their interests.

8. MISCOSITE MAP
Colour Rocker
Collection Homepage
History
MAC’s LGBTQ
Initiatives
Lipstick
Stories
About
Photo
Gallery
Features &
Benefits
2018 Pride Parade
Involvement
New York
City&Los An-
geles
Share Read
Tell how
MAC prod-
ucts have
benefited
Identity and
Gender Ex-
pression
Find inspiration
and confidence
in others stories
of self-expres-
sion
Each type of LGBTQ pride
to click on

9. MOCK-UP
Home Page
The PRIDE microsite paired with this campaign will be advertised through the Colour
Rocker lip sticker giveaways as well as the print ads. From the homepage, which shows
support for all groups of the LGBTQ community, users can navigate to find out more
information about the Colour Rocker lipstick collection, MAC’s history as an ally to the
LGBTQ communities through various initiatives including 2018 Pride Parade sponsor-
ships, and a dedicated page to sharing stories of self-expression through cosmetics writ-
ten by fans of the brand. Using these stories as quotes in social media posts throughout
Pride month would help encourage followers to share a story and increase engagement
with the microsite overall.