MAC COSMETICS

MAC COSMETICS

EVOLVING A BRAND MESSAGE TO TALK TO TODAY'S GENERATION

Working with live client, MAC Cosmestics, we were posed with the question “How does MAC Cosmetics stay relevant to our customers and keep them coming back?” Integrating Brand Strategy and Experience Design, Michelle Darnell and I set out to solve this problem.

It was important to stay true to brand, as well as evolve message for the current generation. MAC Cosmetics defines itself as the “color authority”, but in today’s age, Millennials do not seek authority. Instead they long for exploration and freedom to write their own story.

This is the next brand strategy + design chapter of the MAC Cosmetics brand: Color Exploration & Experimentation. To bring this vision to life, we created COLORPLAY by MAC, a mobile application that empowers users to find their more colorful side.

BRIEF FROM CLIENT

How does MAC Cosmetics stay relevant to our customers and keep them coming back?

POSITIONING

MAC Cosmetics enables consumers to embrace color exploration and experimentation. 

.process

EVOLVING A BRAND
O
1
UNDERSTAND

Challenge & Opportunity

2
STRATEGY

Insight + Approach

3
DESIGN

Designing the Experience

4
PROTOTYPE

Bringing the Vision to Life

UNDERSTAND

COMPETITIVE ANALYSIS

Speciality makeup stores have taken the beauty industry by storm. Speciality makeup stores such as Sephora and Ulta, encourage consumers to explore and experiment new products in-store, online, and on mobile .

DEFINING THE PROBLEM

Technology has drastically changed the way consumers make purchase decisions. How does MAC Cosmetics continue to innovate for the current generation?

OPPORTUNITY

Millennials spend over 3 hours each day on mobile phones. Currently this is a platform that MAC does not have a presence on. This is a huge opportunity for MAC to gain new customers and strengthen relationships with current customers.

BADGE OF HONOR

A common pattern we found among focus group participants is an excitement when they talk about testing different products and colors at competitive stores such as Ulta or Sephora. Leaving the store with color swatches on their hand was seen as a “badge of honor” of makeup play. How do we bring this love of “makeup play” to the mobile forefront?

STRATEGY

MAC COSMETICS HELPS YOUR FIND YOUR COLORFUL SIDE

By redefining artistry through coloration and experimentation, MAC Cosmetics captures consumers on their journey to discover the color of their every mood.

COLOR AUTHORITY

MAC Cosmetics was founded with the mission:  “Establish MAC Cosmetics as the ultimate color authority.”

SHIFT PERCEPTION

DESIGNING A PRODUCT

SOLVING FOR A PROBLEM

Through user testing, one on one interviews, and focus groups, we found both online and offline common barriers to entry during the purchase decision.

1. Augmented reality creates negative attitude
A huge trend in makeup mobile application is augmented reality. Users can view what different makeup styles look like on them through facial recognition and filters. Because everyone has different facial shaping and coloring, these filters can be inaccurate to how an actual user would apply makeup. The result can be discouraging to users. This creates a negative connotation to brand and product.

Custom Face Chart
Instead of using augmented reality, MAC Cosmetics relies on their signature custom face chart, iconic to the MAC brand. The custom face chart mirrors user’s facial features and coloring. This removes barrier of inaccurate readings, but still is a customized experience.

2. Color looks different on everyone
It’s not enough to see color in a bottle or on a model. The number one reason customers do not buy cosmetics online is because they cannot see it on their skin.


Color matching is key
Custom face chart color matching needs to match users to a science. Color matching will read user’s skin color by using color capture technology in 7 different places on the face in order to create the perfect color matching.

3. Seeks inspiration – but at their leisure
Users like finding new looks, being shown how to apply these new looks, and product recommendations, but do not want the pressure of a sales associate trying to sell them something in store. Users want to find inspiration, but on their time and when they choose.


Move this experience online 
Enable users to explore MAC looks and fantasy. Give personalized product and styling recommendations for users, specific to their attributes.

WHITEBOARD SESSIONS

Whiteboard sessions allows teams to quickly express ideas, iterate on those ideas, and make collaborative design decisions. These learnings become our framework for app design.

Use Cases

User Flow

Wireframes

WIREFRAMES

PROTOTYPE

INTRODUCING "COLOR PLAY" BY MAC

COLORPLAY by MAC

Mobile app that allows users to find & explore their colorful side. 

TRANSFORMATION

Transform yourself into a MAC custom face chart.

BROWSE

Browse MAC products for eyes, lips, and face. 

EXPLORE

Explore and experiment with the infinite shades of  MAC color. 

SHOP

Shop the products from your selected look. 

DAILY MAC

Receive daily personal tips, tutorials, and product recommendations.

TRENDING NOW

Be inspired by the industry’s most daring looks. 

OBSESSIONS

Save your favorite products and looks to your personal obsessions collection. 

INTERACTION & MOTION DESIGN

PRODUCT DEMO

TOOLBOX

CREATIVE CONCEPTING

Pen & paper

SKETCH

UX/UI mobile design

KEYNOTE

Mobile animations

FINAL CUT PRO

Cutting video & video editing

MEET THE TEAM

BRAND STRATEGY

Michelle Darnell