MAC Cosmetics conducts lipstick campaign
By Rob Bale
MAC Cosmetics has begun a social media campaign to coincide with National Lipstick Day on July 29. The campaign is taking place on Pinterest from July 27 to 29 and makes use of a new advertising unit that adds lipstick product images and information below the video content on the site’s home page. According to the company, MAC is the first Canadian beauty brand to make use of this unit. This is the second year MAC has conducted this campaign, which was developed in-house.
“MAC is a brand rooted in makeup artistry, so it’s been a natural fit to partner with a platform like Pinterest that is so highly focused on inspiration and creativity,” said Laura Vernelli, marketing director at MAC. “As leaders in the lip segment, National Lipstick Day is a key moment for the MAC brand where we aim to be top of mind for Canadian beauty consumers. Based on last year’s strong results, we’re turning to Pinterest for a second year in a row to amplify our National lipstick Day campaign, and we’re thrilled to be early movers on the newest ad unit which will allow pinners to not only discover lip shades, but seamlessly link to purchase.”