# Game-Inspired Beauty Collaborations MAC x Tencent Collection Sold Out Within the First 24 Hours By Kalin Ned | Published 2020-01-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beauty-collaboration References: [daxueconsulting](https://daxueconsulting.com/cross-industry-collaboration-example-china/) & [jingdaily](https://jingdaily.com/lipstick-tencent-game/) When a product sells out in the first 24 hours after its release, one can come to the conclusion that there is in fact a great demand for said product in the space and that is what happened to a beauty collaboration between [MAC Cosmetics](https://www.trendhunter.com/trends/mac-cosmetics-x-doja-cat) and Chinese firm [Tencent](https://www.trendhunter.com/trends/10th-anniversary). The two companies worked together on a collection of cosmetic products that were inspired by Tencent's popular mobile game 'Honor of Kings.' The beauty collaboration was inspired by the traffic that the game attracts -- about 200 million monthly players. The collection boasted five lipsticks, each based on one of the five characters in 'Honor of Kings.' In addition, the marketing strategy for the beauty collaboration was quite wide-spread. The products were marketed on social media platforms like WeChat Moments. Image Credit: MAC Cosmetics ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 98% | Activity: 95% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Game-inspired Beauty Collaborations:** The success of the MAC x Tencent collection highlights the potential for more beauty companies to collaborate with video game studios to create unique and popular product lines for a wider audience. - **Mobile Gaming Marketing:** Using mobile gaming platforms to market beauty products can be a successful strategy to reach a large and engaged audience, as demonstrated by the success of the MAC x Tencent collaboration. - **Character-inspired Beauty Lines:** Creating beauty products based on popular characters from video games or other media can attract a dedicated and enthusiastic customer base, as seen with the MAC x Tencent collection. ### Who This Affects Most - **Beauty:** The beauty industry can explore more collaborations with the gaming industry to create unique and engaging product lines that appeal to gaming enthusiasts and crossover consumers. - **Mobile Gaming:** The success of the MAC x Tencent collaboration suggests that beauty companies can benefit from collaboration with mobile gaming studios to reach a wider audience and create unique product lines based on popular games. - **Social Media Marketing:** Using social media platforms like WeChat Moments to market beauty products can be an effective strategy to reach a large and engaged audience, as demonstrated by the success of the MAC x Tencent collection. ## Related on Trend Hunter - [Video Game-Inspired Makeup Ranges](https://www.trendhunter.com/trends/pat-mcgrath-labs-x-candy-crush-saga.md) - [Gaming-Inspired Apparel](https://www.trendhunter.com/trends/10th-anniversary.md) - [Game-Themed Beauty Kits](https://www.trendhunter.com/trends/charlotte-tilbury-x-genshin-impact.md) - [Collaboration Cosmetic Video Games](https://www.trendhunter.com/trends/revlon-x-redecor-fire-ice-campaign.md) - [Series-Inspired Cosmetic Collabs](https://www.trendhunter.com/trends/fenty-beauty-x-arcane.md) - [K-Beauty Streaming Series Cosmetics](https://www.trendhunter.com/trends/squid-game-beauty-collection.md) - [Collaborative Date-Ready Cosmetics](https://www.trendhunter.com/trends/elf-beauty.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md) - [Luxury Gaming Capsules](https://www.trendhunter.com/trends/balenciaga-x-pubg.md)