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1. MAC Cosmetics -
#WhatsYourThing
Campaign
Innovating Beauty, Celebrating Individuality
Manjot Kaur
Driving Digital Media for Business
MRK634SCC
Jyoti Sharma
March 31,2024

2. Introduction to
MAC Cosmetics
• Founded in 1984 in Toronto, MAC
Cosmetics is renowned for its
inclusive approach to beauty.
• The brand's mission is to
celebrate diversity and empower
individuals to express their
unique identity through makeup

3. #WhatsYourThing Campaign
Overview
• Launched in 2020, the #WhatsYourThing campaign celebrates
self-expression and individuality.
• Through diverse representations and inclusive messaging, MAC
aims to redefine beauty standards.

4. Key
Milestones
• 2020: #WhatsYourThing
campaign launched
globally across
multiple platforms.
• 2021: Partnership with
influencers and
celebrities to amplify
campaign reach.
• 2022: Expansion of
campaign to include
interactive
experiences and user-
generated content
initiatives.

5. Brand Evolution
• MAC Cosmetics has evolved from a
niche makeup brand to a global
leader in beauty.
• The brand's commitment to
diversity and inclusivity has
remained central to its identity
over the years.

6. Advertising
Strategies
• Multi-channel approach:
Leveraging social media,
print ads, influencer
partnerships, and
experiential marketing.
• Collaborations with diverse
creators and celebrities to
amplify campaign messaging
and reach new audiences.

7. Brand
Positioning
• MAC Cosmetics
positioned as a
pioneer in
inclusive beauty,
challenging
traditional beauty
norms.
• Strong brand
identity built on
authenticity,
diversity, and
creativity.

8. Creative
Campaign
Elements
• Vibrant campaign visuals
featuring individuals from
diverse backgrounds and
identities.
• Tagline: "Your beauty, your
rules" resonates with
consumers seeking
authenticity and self-
expression.

9. Social Media
Engagement
• #WhatsYourThing hashtag
generated over 1 million
user-generated content
posts on Instagram.
• 80% increase in social
media engagement
compared to previous
campaigns.

10. Impact and
Results
• 30% increase in brand awareness
among Gen Z and millennial
consumers.
• 20% growth in sales attributed
to the #WhatsYourThing campaign.
• Positive sentiment analysis: 90%
of social media mentions express
admiration for the campaign's
message.

11. Conclusion
• The #WhatsYourThing
campaign has
successfully redefined
beauty standards and
empowered individuals
to embrace their
uniqueness.
• MAC Cosmetics remains
committed to fostering
inclusivity and
diversity in the
beauty industry.

12. Thank You
• Thank you for your attention and
support in celebrating
individuality with MAC
Cosmetics.
• For further inquiries or
collaborations, contact us at
1.800.588.0070

13. References
• Kunst, Alexander. “Mac Cosmetics
Brand Profile U.S. 2022.”
Statista, 25 May 2023, Mac
Cosmetics brand profile U.S.
2022 | Statista
• MAC. “Our Story.” MAC Cosmetics
- Official Site, 2019, Our Story
| MAC Cosmetics - Official Site
• “MAC Cosmetics – #WhatsYourThing
Brand Campaign – 60’ Anthemic |
Spring Studios - YouTube.” MAC
Cosmetics – #WhatsYourThing
Brand Campaign – 60' Anthemic |
Spring Studios - YouTube