'Feel The Colour': MAC Cosmetics reinvents its physical retail experience in China

MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.

Campaign details

Award show: ROI FestivalAward category: New retailAward level: GoldBrand: MAC CosmeticsBrand owner: Estee LauderCampaign name: 'Feel The Colour'Agency: Wunderman Thompson ShanghaiIndustry category: Cosmetics and personal productsRelease date: January 2019Budget: RMB 20-50 millionCountry: China

Background

For the first time in history, the mobile commerce boom in China has caused Gen-Z consumers to shop more often on mobile phones than in physical stores, with 24% of them stating so in a survey. Traditional retailers are asking themselves the same question: 'What...

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