MAC Cosmetics, Color Tool

Situation: MAC Cosmetics was looking to develop a consumer-first digital experience that gives people a better way to navigate through their universe of color.

The Challenge: Based on our research, we knew that people’s color journey were uniquely their own. Beauty shoppers get their inspiration for makeup from a range of sources, suggesting that there isn’t one linear path to discovery and purchase. But, current beauty tools lacked the ability to truly connect with users, and stripped away the fun of color discovery with algorithmic quizzes, and diagnostic guides that simplified the process to a fault.

Approach: We proposed an immersive experience based on our consumers’ needs that blows out each MAC color and welcomes people into its world – filled with dynamic media to showcase each color in its best light, makeup inspiration curated for each user, personalized tutorials, filtering abilities, and social engagement.