Selfridges&Co Beauty

Mac Cosmetics Pop-Up Innovation

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STANDING OUT IN A CROWD OF BEAUTIES.

MAC Cosmetics wanted to connect with a younger audience and give their fresh new colourful range visibility inside Selfridges&Co.
 

SOLUTION.

After a grueling business Intelligence session, we decided that no ordinary shelf or store-in-store concept was going to live up to the brave new MAC colour range, so we decided to create the  'Cosmetic Supermarket' of all supermarkets split .  

The Shop side of the collection features bold, brave colours in lipsticks, blush and eyeshadows – while the Cook side brings the boil back down to a simmer with cooler, more subdued nail lacquers, powders, and lip balms. Both will be available in abundance at the supermarket-themed Selfridges pop-up, open for two weeks, complete with DJs, male models and uber cool check-out chicks. 
 

INNOVATION.

Shot by Miles Aldridge, the campaign theme and PR ensured big names were connected to the launch of the 'Cosmetic Supermarket' to drive a hyped-up launch. The kitsch theme was part of the famous Selfridges windows created mass cut through for MAC cosmetics in a world pre social media.
 

RESULTS.

Opening weekend resulted in a foot traffic increase of 12% store-wide.

 

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Deryll Naidoo