Studio Radiance Serum-Powered™ Foundation
MAC Cosmetics • 2023
As the global Editorial lead for MAC Cosmetics' first liquid foundation launch in the last decade and the brand's biggest complexion launch of 2023, I crafted the messaging from concept to execution for the NEW #MACStudioRadiance #SerumPowered Foundation. This glow-giving foundation brings the skinnovation with +209% instant hydration, buildable, smoothing coverage, and lasting radiance.
I owned the messaging from the beginning concept phase including finalizing the messaging hierarchy— including a tagline, key message, and secondary messaging — to all execution editorial across all platforms. I wrote copy for all assets including video messaging, in-store and visual merchandising, emails, organic and paid social, online pages, banners and touts, a press release, and more.
Global editorial lead for MAC's first liquid foundation launch in the last decade and the brand's biggest complexion launch of 2023
Key campaign visual
Seeding card copy to send out to our loyalty members encouraging them to post a review
Instagram post speaking to the foundation's main benefits and ingredients
In-store Counter Card collateral
In-store collateral card explaining how to achieve a luminous look