Project Highlight
Localization for the China Market at MAC Cosmetics
When leading the positioning of MAC Cosmetics for the China market, my primary focus was to adapt the brand’s global identity to align with local cultural nuances while preserving its core ethos of inclusivity, individuality, and artistry.
These projects exemplified my ability to blend strategic insight, creativity, and cultural sensitivity to successfully establish a brand in a complex market. It also solidified MAC’s position as a global beauty leader while celebrating local diversity.
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Consumer Perception: Addressed initial misconceptions about Western brands being less relevant to Chinese beauty ideals.
Highly Competitive Market: Differentiated MAC from both global luxury competitors and emerging local beauty brands in an intensely crowded space.
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Cultural Customization
Developed a localized messaging strategy that resonated with the Chinese audience's values and aspirations while maintaining MAC’s global positioning.
Introduced product narratives tied to Chinese cultural festivals and traditions, including limited-edition collections for China specific holidays and events.
Leveraged the popularity of "soft glam" aesthetics favored in the region while spotlighting bolder, avant-garde makeup looks to appeal to younger, trend-setting consumers.
Digital-First Approach
Partnered with China’s leading social platforms such as WeChat, Weibo, and Little Red Book to build a robust digital presence.
Invested heavily in influencer collaborations, engaging local beauty KOLs (Key Opinion Leaders) to amplify the brand’s voice and authenticity.
Created immersive e-commerce experiences on Tmall, integrating AR and virtual try-on features to bridge in-store and online shopping.
Retail Innovation
Designed flagship stores in key metropolitan areas like Shanghai and Beijing with an experiential focus.
Incorporated cutting-edge in-store technology, including AR mirrors for personalized makeup consultations.
Trained staff to emphasize MAC’s artistry heritage, offering live tutorials and custom consultations to build community and loyalty.
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Market Penetration: Achieved a 21% increase in brand awareness within the first year of launch, as measured by independent market research.
Sales Growth: Surpassed initial revenue targets by 32% in the first quarter post-launch, with e-commerce contributing 68% of total sales.
Digital Engagement: Grew MAC’s Weibo followers by over 200k within six months, with campaign hashtags generating 100k+ impressions.
Loyalty Building: Built a strong community of repeat customers through loyalty programs, with a 38% customer retention rate year-over-year.
MAC Cosmetics x Super Brand Day
MAC Cosmetics celebrates Super Brand Day—one of China’s biggest shopping events sponsored by Tmall. For this campaign MAC was inspired by the soft, painterly artistry of New Romantic style.
Super Brand Day is a campaign driven by Tmall which spotlights select brands for Chinese consumers. Each participating brand has a 24-hour period to offer unique experiences, promotions, flash sales, and special offers on the Tmall storefront. Luxury brands such as Burberry, Cartier, Chaumet, Chopard, Bulgari, Ferragamo, Jimmy Choo, Longines, Max Mara, Tiffany & Co, Tory Burch, Van Cleef & Arpels, and more have all participated in Super Brand Day.
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
MAC Cosmetics x Super Brand Day — Introduction Animation
MAC Cosmetics x D11
MAC Cosmetics celebrates D11 with celebrity ambassadors, featuring Qi Wei and Lay Zhang. Qi Wei is a Chinese singer and actress with 48 million followers on Weibo and Lay Zhang is a Chinese rapper, singer-songwriter, dancer, actor, record producer, and businessman. rising to fame as a former member of K-Pop boyband EXO before launching a solo career—having already a household name in Asia, Lay has more than 80 million followers across social media.
Introduced by Alibaba Group to celebrate "Single's Day”—D11 (or Double 11) is China's largest online shopping festival and is often compared to Black Friday in the United States. The festival takes place on November 11th each year, but sales and deals begin well in advance. D11 has broken sales records each year since its inception.
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
MAC Cosmetics x D11 — Lipstick Promo featuring Qi Wei
MAC Cosmetics x D11 — Lipstick Promo featuring Lay Zhang
Studio Fix Promos
MAC Cosmetics x D11 — Studio Fix BTS featuring Qi Wei
MAC Cosmetics x D11 — Studio Fix and Eyeshadow featuring Lay Zhang
MAC Cosmetics x Petal Power Collection
MAC Cosmetics launches a limited edition collection, “Petal Power” — available exclusively in China.
Inspired by cherry blossom season, “Petal Power” celebrates the sweet vibrance of springtime by embracing traditional cherry blossoms with its spectrum of pinks. Each item reflects the prettiest of pink tones and each special-edition box is emblazoned with a chic cherry blossom print. Be one with the bloom!
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
MAC Cosmetics — Petal Power Collection
Social Assets — Animated GIF Stickers
MAC Cosmetics x Honor of Kings
MAC Cosmetics and Honor of Kings come together for an limited-edition makeup collection featuring popular girl pop group “Rocket Girls 101” member Meng Mei Qi as a "Summoner" character that summons five of the game’s most-played characters—Li Bai, Han Shin, Zhao Yun, Bai Li Shou Yue, and Zhu Ge Liang—each with their own tailored color palette to match with their own cosmetic skins and attire in the game.
Honor of Kings is a multiplayer online battle arena developed by TiMi Studio Group and published by Tencent Games for the iOS and Android mobile platforms. First released in mainland China, it has become one of the most successful MOBA games in the country. It is the world's most-played mobile MOBA with 100 million daily players, 54% being women.
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
MAC Cosmetics x Honor of Kings — Collaboration Promo featuring Meng Mei Qi
MAC Cosmetics x Forbidden City Collection
MAC Cosmetics launches a limited edition collection, “Forbidden City”—available exclusively in China.
Inspired by it’s namesake, “Forbidden City” celebrates the majesty and splendor of the Qing dynasty while blending in more contemporary elements for a distinct look and style. Featuring Bao Bao Wan, one of China's most renowned stars on the international fashion circuit styled in a mix of traditional and modernized looks.
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
