# Small-Batch Rainbow Highlighters MAC Underground is an Exclusive for 1,000 Loyal MAC Customers By Laura McQuarrie | Published 2020-06-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mac-underground References: [allure](https://www.allure.com/story/mac-underground-small-batch-series-rainbow-highlighter-pride) & [twitter](https://twitter.com/MACcosmetics/status/1273647473391816704?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Etweet) Just 1,000 people will receive the new MAC Underground collection, which is launching exclusively for MAC Lovers who are members of the brand's loyalty program. This new launch is a notable one for the iconic makeup brand as it sets itself apart as a small-batch release that reflects a different way to create and distribute products in response to the changing climate. MAC created the [limited MAC Underground collection](https://www.trendhunter.com/trends/soft-matte-makeup) at what it calls "hyper speed," reflecting a faster version of the traditional workflow. A small number of MAC Lovers will get to experience MAC Underground and new releases like the [Extra Dimension Skinfinish highlighter](https://www.trendhunter.com/trends/kimchi-chic-beauty) in a [Pride rainbow shade](https://www.trendhunter.com/trends/limitededition-pride-collection) called Precious. Image Credit: MAC Cosmetics ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 83% | Activity: 79% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Small-batch Releases:** The trend of creating limited edition products in small quantities allows brands to cater to exclusive and loyal customers, building a sense of scarcity and uniqueness. - **Hyper Speed Workflow:** Brands adapting to a faster version of the traditional workflow can increase efficiency and responsiveness to market demands, enabling quicker product development and release. - **Exclusive Loyalty Programs:** Brands that offer exclusive releases and benefits to their loyal customers through membership programs can foster customer loyalty and create a sense of VIP status. ### Industries Being Reshaped - **Cosmetics:** The cosmetics industry can leverage small-batch releases and exclusive loyalty programs to create excitement and exclusivity around their product offerings, driving customer engagement and loyalty. - **Retail:** Retailers can utilize hyper speed workflows to quickly adapt to market trends and efficiently meet customer demands, improving overall operational efficiency and customer satisfaction. - **Marketing:** Marketing professionals can explore the potential of small-batch releases and exclusive loyalty programs to create buzz, generate word-of-mouth marketing, and strengthen brand loyalty among target consumers. ## Related on Trend Hunter - [Community-First Beauty Hubs](https://www.trendhunter.com/trends/club-mac.md) - [Pride Eyeshadow Launches](https://www.trendhunter.com/trends/pride-eyeshadow-vault.md) - [Pre-Release Cosmetics Programs](https://www.trendhunter.com/trends/too-faced-2.md) - [Gold-Themed Cosmetics Calendars](https://www.trendhunter.com/trends/24k-holiday-advent-calendar.md) - [Nude Lipstick Trio Sets](https://www.trendhunter.com/trends/lustreglass-lip-trio.md) - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md) - [Functional Mini Cosmetics](https://www.trendhunter.com/trends/make-it-mini-makeup.md) - [Vibrant Pride Month Makeup](https://www.trendhunter.com/trends/beam-bright-rainbow-highlighter.md) - [Edible Chocolate Lipsticks](https://www.trendhunter.com/trends/mac-cosmetics-x-doja-cat.md)