MAC Cosmetics

Unlock your lips

A bold Valentine’s Day activation that turned product testing into a public challenge, bringing MAC’s longwear lipstick promise to life with a kiss.

Industry

Beauty & Personal Care

Client

MAC Cosmetics

Year

2023

Creativity & Content

In-store Live Activation – Social Engagement & Product Trial

THE CHALLENGE

MAC asked xister Reply to create an engaging, hybrid activation that would resonate both in-store and online, amplify awareness of the new Locked Kiss Ink lipstick, and highlight its key promise: ultra-pigmented colour with long-lasting hold.

The goal was to generate buzz, drive foot traffic, spark social engagement, and connect emotionally with makeup lovers, loyal customers, and beauty professionals.

THE IDEA

To prove the power of Locked Kiss Ink, we staged a real-life endurance test on Valentine’s Day: three couples kissing non-stop for 12 hours, live from the MAC store in Via Dante, Milan, and livestreamed to MAC stores nationwide and on the brand’s Instagram profile. The store was completely transformed for the occasion: red LED strips, a neon sign reading “Unlock Your Lips”, and a velvet couch for the couples framed in the store windows. Meanwhile, curious passersby could enter the store to try the product firsthand with the help of MAC Artists or pose for selfies at the Locked Kiss Ink-branded photobooth.

From kiss to convertion

The activation extended beyond the day of the stunt: the store installation remained live until March 14, welcoming new customers to test the product and live the experience.

A social media campaign supported the launch, teasing the stunt ahead of time and continuing the conversation after with a highlight video and branded content.

The result: an authentic fusion of physical experience and digital reach, combining the intimacy of a kiss with the impact of a takeover.