Revolutionizing Beauty: How AR Transformed MAC’s Iconic Lipstick Relaunch
Featured Services: Data Strategy, Paid Search73%
Purchase Intent Increase
18%
Brand Recall Surge
Summary of case study
When MAC set out to rebrand its iconic Bullet Lipstick, the stakes couldn’t have been higher. As the brand’s highest-performing SKU, the success of this campaign would be pivotal. However, a familiar problem loomed—creative fatigue had set in. Traditional paid social campaigns were no longer delivering the same impact, and consumers, inundated with beauty content, were scrolling past ads without a second thought. Simply pushing more ads into their feeds wouldn’t cut it. The campaign had to do more than just inform—it had to captivate.
The solution was as bold as the product itself. MAC turned to augmented reality, a technology redefining digital experiences by making beauty interactive. With Gen Z and late millennials at the core of MAC’s audience, AR presented an opportunity not just to grab attention, but to revolutionize how consumers explored and purchased lipstick. A custom Meta AR lens was introduced, giving users the ability to virtually try on shades in real-time. No longer just spectators, they became active participants in the MAC Bullet Lipstick experience. To ensure the innovation wasn’t just an entertaining gimmick but a true business driver, the campaign was structured as an A/B test. The goal was clear: prove that AR could redefine desirability and drive real purchase intent.
The results exceeded all expectations. Ad recall surged by 18%, unaided awareness leaped by 58%, and purchase intent skyrocketed by an astounding 73%. By integrating AR into paid social, MAC didn’t just refresh its campaign—it rewrote the playbook on how beauty brands engage and convert their audiences.
Solution
Rebranding an icon requires more than just a new visual identity. MAC’s Bullet Lipstick had already cemented its place in beauty culture, but keeping it relevant in a constantly evolving landscape meant capturing the imagination of a new generation. The problem was clear—traditional advertising was losing its edge. Consumers were no longer stopping to engage with static images or standard influencer content. A new approach was needed, one that would not just tell consumers about the rebrand but immerse them in it.
Complicating matters was the shifting nature of consumer expectations. Gen Z and late millennials, MAC’s most valuable audience segments, had moved beyond passive shopping. They craved interaction, authenticity, and experiences that felt tailored to them. A traditional ad would no longer be enough. The challenge wasn’t just getting them to notice MAC’s rebranded Bullet Lipstick—it was making them feel something, making them want it before they ever stepped into a store.
The Strategy: Rather than relying on outdated methods, MAC embraced a radical new approach. Augmented reality wasn’t just an add-on to the campaign—it became its beating heart. The Meta AR lens transformed digital advertising from a one-way broadcast into an interactive playground. With a simple tap, consumers could virtually try on different shades, experiencing the product in real-time. No more guessing how a color might look; now, they could see it on themselves instantly.
To ensure the AR experience wasn’t just a novelty but a true performance driver, it was embedded into a full-funnel strategy. Consideration and conversion ads ran alongside the AR experience, reinforcing initial engagement with retargeting that nudged users closer to purchase. The campaign wasn’t just designed to be fun—it was designed to drive action.
The Execution: Bringing the campaign to life required careful orchestration. The Meta AR lens was meticulously crafted to be seamless, engaging, and frictionless. A flawless execution meant ensuring that consumers could easily access and use the feature, maximizing time spent interacting with the product.
Once engagement with the AR filter was established, the second phase of the strategy kicked in. Users who interacted with the lens were strategically retargeted with conversion-focused ads, reinforcing their initial interest and guiding them toward purchase. The experience didn’t just stop at the try-on—it followed them, subtly reminding them of the shades they loved.
Throughout the campaign, continuous analysis was conducted to optimize placements and refine messaging, ensuring that every touchpoint was delivering maximum impact. This wasn’t just about putting an AR lens out into the world—it was about making sure it worked, measuring its success in real engagement and sales.
The Results: The addition of AR to MAC’s paid social campaign didn’t just boost engagement—it transformed the entire marketing funnel. The campaign drove an 18% increase in ad recall, proving that interactive formats capture consumer attention more effectively than traditional ads. Unaided awareness surged by 58%, meaning more consumers remembered the MAC Bullet Lipstick without a prompt. Most significantly, purchase intent rose by an extraordinary 73%, showing that AR didn’t just entertain—it convinced consumers to buy.
What started as a rebranding campaign became something much bigger. By embracing technology and meeting consumers where they were, MAC didn’t just refresh its lipstick—it redefined how beauty is marketed in the digital age.
“Creating and executing the AR filter helped us bring the ‘fun’ to the MACximal launch, allowing us to offer the user an exciting experience beyond a standard in-feed ad. It got some amazing feedback both internally and externally, and we look forward to more creatively disruptive ideas!”
