INTERNATIONAL. MAC Cosmetics has unveiled its new travel retail-exclusive ‘Let Colour Take Flight’ collection, which features the brand’s customisable eyeshadow palettes.
It is now available in MAC Cosmetics dedicated Let Colour Take Flight website and in all major airports, downtown, and online duty free stores across Europe and the Middle East. MAC Cosmetics is also launching the collection in Americas travel retail this month, followed by an Asia Pacific travel retail rollout in March.
The innovative range lets travellers customise their own MAC Cosmetics eyeshadow palettes using over 80 shade options inspired by the world’s great cities.
The journey begins online in the Let Colour Take Flight website, where customers can start by selecting either a duo palette or a quad palette. After this, they can select different shade options by viewing some destination inspiration or upload a travel photo of their choice. The website then gives shade pairing recommendations to match, so customers can create the perfect eyeshadow palette based on their next destination.
As an added omnichannel element, the journey is completed with a digital postcard which customers can keep and share on social media. They can also show the digital postcards to MAC Cosmetics’ beauty advisors in the brand’s airport and downtown duty free stores, so they can create their eyeshadow palettes in real life.
In addition to this, the website also offers makeup video tutorials, so customers can get beauty inspiration straight from MAC Cosmetics’ makeup artists.
It also features a punchy video campaign which highlights the wide variety of shades on offer, and the cities that have inspired them.