My Role:

I was the Global Director of Digital Innovation. I led the creative ideation with the art team, focusing on digital-first, 360 concepts that could work across global markets. My job was to define the visual approach, make sure it translated across every touchpoint, and shape a modern skin aesthetic for the brand.

The Task:

Reintroducing a long-standing artist-favorite formula.

Reach Gen-Z Consumer and drive online sales.

New Look, more shades, same my-skin-but-better finish.

The Results:

Studio Radiance was successfully redefined for a new generation, using unretouched imagery, diverse talent, and partnerships with culture-shaping photographers to resonate with Gen Z and Millennials who value authenticity. The digital-first strategy—spanning organic social, earned media, targeted CRM, in-store moments, and exclusive events—drove significant performance gains: a 31% lift in sales, 49% increase in website traffic, 31% engagement lift, and a 57% increase in global reach.

The campaign also accelerated MAC’s online business, increasing usage of virtual try-on, shade-matching tools, artist concierge services, and UGC creation. The expanded 30-shade range and inclusive storytelling helped cement Studio Radiance as one of MAC’s top-selling foundations.