Building on recent collaborative projects with a range of beauty brands, design agency HUSH partnered with M·A·C Cosmetics to create a global social media-enabled competition called MACnificent Me. M·A·C Cosmetics invited consumers and fans from 13 countries around the world to have the opportunity to become one of six faces of a 2015 M·A·C color collection.
“MACnificent Me is a contest about heart and soul. It’s about the freedom of being who you are and ultimately what you want to be—it’s the purest form of joy, celebrate it,” says James Gager, Creative Director and Senior Vice President, M·A·C Cosmetics.
HUSH worked closely with M·A·C’s in-house marketing and creative teams to formulate the program’s strategy and execution. The MACnificent Me online contest strongly emphasized the personal passions and values of the diverse family of M·A·C consumers. Hubbed on a microsite, fans submitted a public-facing customizable mantra in their native language that illustrated their style, heart, and soul along with a private 100-word essay and photo. Users were encouraged to share their empowering and heartfelt mantras via social platforms.
The entry period for the contest ended on December 12 with more than 100,000 mantras from nearly 70,000 registrants. Nearly 70 percent of users engaged with the contest via their mobile device and the users also stayed engaged, spending an average of more than eight minutes contributing, sharing, and reading the mantras of other M·A·C consumers.
M·A·C Cosmetics is choosing six winners who will be flown to New York City for a photo shoot which will reveal their makeover in the M·A·C fall 2015 campaign.
This is not the first major beauty campaign for HUSH. The company recently created “The Art of Fragrance,” an elegant interactive experience/brand film for AERIN Fragrance, and “The Beauty of Night,” a real-time interactive visualization of the global beauty community for Estée Lauder.
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Credits
Design Agency: HUSH
David Schwarz, Partner
Erik Karasyk, Partner
Jodi Terwilliger, Creative Director
Dan Rodriguez, Director of Client Engagement
Gabe Banner, Director of Production
Ryan McGrath, Director of Operations
Katie Hepp, Producer
Jessie Rauch, Art Director
Andrew Teoh, Designer
David Yates, UX Designer
Matthew Knight, Technical Lead
Development Partner: HD Made
About M·A·C Cosmetics
M·A·C (Make-up Art Cosmetics), a leading brand of professional cosmetics, was created in Toronto, Canada in 1984 and is part of The Estée Lauder Companies, Inc. The company’s popularity has grown through a tradition of word-of-mouth endorsement from makeup artists, models, photographers and journalists around the world. M·A·C is now sold in 95 countries/territories worldwide. Follow M·A·C and M·A·C Senior Artists on Twitter @MACcosmetics (twitter.com/maccosmetics and a list of the Senior Artists can be found here twitter.com/MACcosmetics/mac-senior-artists/members), become a M·A·C fan on Facebook (facebook.com/maccosmetics), follow M·A·C on Instagram (instagram.com/maccosmetics), watch M·A·C videos on YouTube (youtube.com/maccosmetics). For a M·A·C location visit maccosmetics.com.
About HUSH
HUSH is a design agency. We design and produce digital content & experiences that are unique in creating brand recognition for our clients. Thinkers. Makers.
Selected Clients:
Nike, Google, Estée Lauder, AERIN, Ted Baker, Esquire, Showtime, ExxonMobil, Under Armour, Starwood Hotels, Sonos, Sony Ericsson, Nokia, MARSH, Random House, Hearst, among others.