For National Lipstick Day on July 29th, MAC Cosmetics teamed up with UK delivery service Deliveroo to emphasize the incredible staying power of its Retro Matte Liquid Lipstick. The #MACvFood stunt invited people to apply their favorite shade of lipstick and see how well it held up against different foods shared through Deliveroo. The Retro Matte Liquid Lipstick boasts a long-wearing formula that stands the test of time for eight hours without feathering or bleeding.
At a time when restrictions are lifting and restaurants are reopening, this playful campaign helps to remind people of the lipstick's best features for mask-wearing and eating. Although lipstick sales fell as face masks became mandatory in many places, it's expected that they will pick up again as masks come off and the economy rebounds.
What's Driving This Trend
- Lipstick Endurance Testing
- Cosmetic companies can innovate with playful campaigns to showcase their products' features and encourage consumer engagement.
- Food-proof Makeup
- A new category of makeup can be developed in response to the need for smudge-proof and durable cosmetics for those who want to wear makeup while eating.
- Promotion Through Collaborations
- Brand collaborations with food delivery services can be a unique way to pique interest and generate engagement, particularly in light of increased demand for online ordering and delivery.
Who This Affects Most
- Cosmetics
- Lipstick and other cosmetics companies can leverage social media and make connection with food industries to showcase durability, safety, and marketing campaign services.
- Food Delivery
- Food delivery companies can collaborate with cosmetics brands and find new ways to expand their customer base.
- Marketing
- This concept can also be translated into marketing industry where it combines playful campaigns with brand collaboration to grab attention and customer engagement.
