Case Study: MAC Cosmetics

The Mac-Wonder Woman make-up launch

"Medusa's on a mission to transform the M∙A∙C girls of the world into an army of Plain Janes. Who will save them? Wonder Woman! Armed with her Spring 2011 collection of bright, bold colour & invincible accessories, the larger-than-life Bold Babe will stop at nothing to make sure her Mission is -- Kaboom! -- Accomplished!"

On the actual Mac website when consumers select the Wonder Woman section, they are presented with a short clip like the one above. Then as the user navigates around the page, each time the cursor moves over a different piece of the storyboard for more information different sounds and effects happen.







On YouTube there is a direct homepage for MAC Cosmetics where not only can consumers upload their own videos for others to see, but MAC can get their make-up artists to upload footage and small documentaries about their experiences working for the brand - like Fashion Week season. This allows the brand advocates to get involved with learning about the brand and feeling a part of it, in the know.

They also have an 'Newsworthy' section which is dedicated to showing all the latest MAC reviews and comments from different magazines and sources, and online demo tutorials for how to get the seasons hottest look.
(images)

Lauren Callaghan.