Studio Radiance Serum-Powered™ Foundation
Global editorial lead for MAC's first liquid foundation launch in the last decade and the brand's biggest complexion launch of 2023
- Client
- MAC Cosmetics
- Year
- 2023
- Role
- Editorial lead, copy & messaging
- Deliverables
- Voice, hero copy, web, pack, print, social
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.
