She said the Studio Radiance narrative was set to focus on its professional roots in face and body makeup artistry, and regular use backstage at fashion shows. Though Yean and her team began working on the Studio Radiance rebrand before the pandemic, the launch campaign pivoted due to how people have altered their makeup routines and look because of Covid-19. So the idea was to bring Studio Radiance to the forefront to capture a new generation of fans.”
#MAC FOUNDATION MAKEUP FULL#
When people think of MAC, they think of full glam looks and high-coverage foundation. “This product offers a dewy no-makeup-makeup look, but we’ve never talked about it. We better help meet the needs of the consumers who are gravitating toward that less-is-more beauty mentality during the pandemic,” said Yean. “We were looking at as an opportunity to breathe new life to this iconic product. Estée Lauder Company posted a 25% sales decline in its second-quarter earnings. 1 in prestige makeup sales during Alibaba’s Singles’ Day event. MAC declined to share sales or growth stats, but it was called out during Estée Lauder Companies’ second-quarter earnings call in February for placing No. 3 best-selling foundation, following Studio Fix Fluid and Studio Fix Powder. According to a MAC spokesperson, the Studio Face and Body product was sold in two sizes, 50-milliliter and 150-milliliter bottles.
#MAC FOUNDATION MAKEUP SKIN#
Not only does Studio Radiance speak to younger customers interested in lighter feeling makeup, but it’s also targeting Asian customers for whom the glowy skin trend is popular across all age demos, Yean said.Īdditional Radiance products will launch in 2022 to establish the new category.
MAC is trying to break out of its mold of full-face makeup by emphasizing that it has products for everyone, whether they are makeup artists or not, said Eva Yean, MAC Cosmetics svp of global product development. However, it offers buildable, sheer coverage that seems catered to no-makeup-makeup aficionados. Unlike MAC’s Studio Fix foundation, with its name that connotes the idea of long-lasting performance, the Studio Face and Body foundation did not indicate its final appearance beyond its use case for both face and body. With Studio Radiance, which first relaunched in early April, MAC also expanded its shade range from 13 to 30. The plan is for Studio Radiance to serve as the first product in a new pillar of MAC products focused on a “radiant” finish. MAC Cosmetics has rebranded its Studio Face and Body foundation to Studio Radiance.
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