THE TASK

Reintroducing a long-standing artist-favorite formula.

New Look, more shades, same my-skin-but-better finish.

As MAC's Global Director of Digital Innovation, I led the "Studio Radiance Face and Body" campaign, redefining the product and driving significant growth. Celebrating real people and complexions, we used unretouched images with diverse influencers and activists. Partnering with visionary photographers, we resonated with Gen Z and Millennials valuing authenticity and inclusivity.

Our strategy included organic social media, earned media, targeted emails, in-store experiences, and exclusive events. A data-driven paid media plan boosted sales by 31%, website traffic by 49%, engagement by 31%, and global reach by 57%.