Within MAC’s 40th anniversary year, the brand launched its highly anticipated, latest innovation and addition to its Studio Radiance Franchise, the Studio Radiance 24HR Luminous Lift Concealer in August 2024. MAC engaged influencers and tastemakers with a thoughtfully curated Ibiza Trip to tap into the radiance of the Balearic island to mirror the radiance of the Studio Radiance franchise, and also the culture of self expression, a key theme in MAC’s brand story.
Studio Radiance Luminous Lift 24HR Concealer by MAC Cosmetics is a lightweight, silky formula designed to elevate your concealer game. Featuring an exclusive Artist-Curated Radiance Blend, the concealer incorporates silver and gold pearlescent particles tailored to enhance the undertones of both light and rich skin tones. Paired with color-true pigments, this formulation delivers exceptional performance while complementing all complexions. Available in 44 inclusive shades, it’s enriched with 31 skin-loving ingredients—like niacinamide, vitamin C, and hyaluronic acid—to leave your skin looking hydrated, healthy, and radiant.
To celebrate this launch, MAC hosted an exclusive Ibiza experience, aligning the product’s luminous essence with the radiant spirit of the Balearic island. The thoughtfully curated event brought influencers and tastemakers together to embody MAC’s ethos of self-expression. Guests enjoyed glam sessions with renowned MAC Artists like Terry Barber and Sharryn Hinchcliffe, culminating in professional photo shoots with top-tier photographers and stylists. Notable attendees included influencers Brianda Guerrero, Benji Krol, Kunno, and Yusur Al Khalidi, alongside VIPs like Rita Ora, Jasmine Tookes, Gabriette, and Odell Beckham Jr.
The campaign delivered impressive results, generating over $12.5M in Earned Media Value (EMV). Influencers highlighted Studio Radiance Concealer in creative ways, showcasing its glow under the Ibiza sun and against the event’s stunning backdrops. Monet McMichael alone drove $274K in EMV, while Amaya Colon contributed $377K, achieving a strong balance between product and experience-focused content. Organic hashtags like #dotswipeglow and #luminouslift inspired creators to share their application techniques, emphasizing the concealer’s luminous, lifted finish.
Through strategic influencer partnerships and an unforgettable event, MAC demonstrated the transformative power of Studio Radiance Concealer—an experience that blended artistry, radiance, and self-expression seamlessly.
