MAC spreads self-love across Snapchat, TikTok and Spotify with Love Me campaign

By Austyn King 24-Jun-2021

The Estée Lauder-owned brand is celebrating its latest Liquid Lipcolour launch with colour matching lenses, positive playlists and AR-based virtual try-ons

MAC is encouraging consumers to show themselves some love with its latest multimedia advertising campaign across three social media giants: Snapchat, TikTok and Spotify.

To promote its Love Me Liquid Lipcolour product, the Estée Lauder-owned brand has today launched a Snapchat lens featuring new colour scanning technology, which allows users to colour match their outfit with one of the 20 shades in the Love Me range.

Consumers can use the new lens to scan the outfit they're currently wearing, an outfit in their wardrobe or another person's look to receive a lip shade recommendation, while they can also virtually try-on and shop the entire selection of colours.

MAC will also display QR codes to use the lens throughout its physical stores for customers to scan while shopping, in a bid to connect the online and offline retail experience.

Good vibrations

As part of the campaign, MAC has also taken to TikTok to spread the self-love with an augmented reality (AR) branded effect showing off four Love Me Liquid Lipcolour shades, which the brand is encouraging TikTok creators to use while giving positive affirmations, in an effort to tap the platform's thriving #selflove and #bodypositivity hashtags.

Alongside this, the brand is also sponsoring a selection of feel-good playlists on music streaming platform Spotify, including Confidence Boost, Feelin’ Myself and Mood Booster, complete with bespoke audio ads and video content by TikTok creators promoting self-love and positivity to lift listeners' spirits.

The campaign is designed to offer a seamless experience across both platforms, with listeners on Spotify being able to click through to TikTok to virtually try-on MAC's lip product, while TikTok users can switch to Spotify through the brand's videos to listen to the positive playlists.

Fiona Sainty, Vice President General Manager of MAC UK & Ireland, described the campaign as a “pioneering partnership” for the brand.

“It allows customers to have fun with self-expression and colour in a social and mobile-first way that spans multiple platforms.”

MAC follows in the footsteps of its parent company Estée Lauder Companies' (ELC) flagship cosmetics and skin care brand, which recently made its TikTok debut in the hopes of connecting with Gen Z beauty fans.

Today, TikTok's #beauty hashtag has more than 52bn views, with a number of big industry players enjoying strong engagement on the video-sharing platform such as Fenty Beauty, Huda Beauty and fellow ELC brand Too Faced.