The launch of MAC’s new Nude shades line was the perfect excuse to bring a very bizarre idea to life: inviting attendees to strip at a rave, typical of the city of Berlin. The result was that this concept was catapulted into three events across three Spanish cities, where guests undressed metaphorically—and some quite literally.
The stores in Madrid, Valencia, and Barcelona were transformed for one day into exclusive clubs where photography was forbidden. Long queues of curious onlookers formed, eager to step into the experience and complete the four challenges proposed, including getting a dental gem or writing on a model with lipstick.
Nearly a thousand guests came to “undress” at the MAC stores in Madrid, Barcelona, and Valencia, increasing foot traffic by 31%. In addition, the storefronts in each city drew countless curious glances and sparked hundreds of social media posts wondering about the secret experience hidden behind the curtain.
June, two cities, and scorching heat—a challenging backdrop we faced for two weeks to successfully launch MAC Cosmetics’ new lipsticks.
We weren’t aiming for a traditional launch. The goal was to create impact and engagement by bringing the MAC activation to two strategic locations: Plaza de Pedro Zerolo in Madrid and Estación del Norte in Valencia. All of this with a very clear objective in mind: to win over Generation Z through a 100% shareable experience.
To achieve this, two containers were fully customized and traveled between Madrid and Valencia, offering hundreds of brand followers an interactive experience where they could try the product, personalize their phone case, or take home a photo and an ice cream as a souvenir. The activation was a complete success, attracting over 3,200 attendees who used up every last sample and ice cream.
MAC Cosmetics trusted El Baúl de las Piqué to bring their global foundation campaign, fronted by Kris Jenner, into stores with a clear goal: to get more people to try the product and choose their ideal finish—matte or glowy—at the Madrid and Bilbao locations. For two days, both spaces were transformed into a photography studio, complete with lights, flashes, custom campaign backdrops, and a moving photo on a treadmill, creating portraits that formed a moodboard worthy of a runway backstage.
The highlight of the event was an interactive touchscreen game, where participants had to spot the one foundation shade that was different among dozens of colored circles. A live-updating leaderboard and prizes of up to €2,000 in products, as well as a spot on MAC’s PR list for the winner, added to the excitement. The result: constant queues in both cities and sales that nearly quadrupled those of the previous year.
