COLORPLAY by Mac Cosmetics

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.