MAC to enter Sephora US with versatile makeup focus
Key takeaways
- MAC Cosmetics will launch in Sephora and Sephora at Kohl’s across the US.
- The brand is debuting a global campaign to highlight the versatility of its makeup products.
- The retail expansion comes as Sephora sees value-focused brands, like Sephora Collection, gain market share online.
MAC Cosmetics will launch in Sephora and Sephora at Kohl’s at the beginning of March. The makeup brand’s US retail expansion will see Sephora initially carrying MAC in over 100 brick-and-mortar stores and online, before expanding to more locations nationwide throughout the year.
As part of its Sephora launch, MAC is debuting a new global campaign starring its celebrity ambassadors Chappell Roan, Gabbriette, and Quenlin Blackwell.
The campaign aims to highlight the versatility of MAC’s products. Media will feature side-by-side depictions of how the brand’s makeup, worn by performers such as Chappel Roan, can transform from minimal, everyday beauty to bolder, glam looks.
Chappell Roan is spotlighted in the campaign for the contrasts between her theatrical performance makeup and a softer look that emphasizes the brand’s range.
“With this campaign, we’re celebrating two iconic brands coming together. I wanted to highlight the true versatility of MAC. We’ve long been known for bold makeup, but that’s only part of the story. This campaign reveals the full spectrum of who we are,” says Nicola Formichetti, MAC’s global creative director.
“We’re proud to bring that full spectrum of beauty into Sephora, a space where everyone can explore and express their own range.”
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MAC Cosmetics will expand its US retail presence with a launch in Sephora and Sephora at Kohl’s.Shelf build-out
Earlier last year, MAC launched a global “I only wear MAC” campaign to promote its Studio Foundation line. The campaign saw celebrities wearing “nothing but MAC foundation,” and undergoing pressure tests, such as sweating, dancing, and exercising, to highlight the products’ durability and versatility.
The makeup brand’s Sephora debut adds it to the retailer’s roster of recently expanded offerings. Most recently, Sephora added a slew of K-beauty products to its shelves, including hair care brand Unove and skin care brand Aestura.
However, Navigo Marketing’s report earlier this month found that online beauty consumers favor price-conscious choices that offer value for money. The beauty retailer’s home brand, Sephora Collection, thereby emerged as a “dominating” makeup brand on the e-commerce site, having gained 11.2% market share.
