MAC Cosmetics has collaborated with Spotify and TikTok for the launch of its new Love Me Liquid Lipcolour. The innovative and integrated multi-media partnership is aimed at Gen Z and Millennial beauty lovers. 

Through TikTok, the brand will create an engaging AR Branded Effect that asks the community to show their true selves by showcasing four Love Me Liquid Lipcolour shades whilst giving statement affirmations of self-love. The campaign will be supported by a TopView on 26 June, TikTok’s most premium ad format and the first video everyone sees when they open the app, where the community can click to try the Branded Effect to encourage participation in the campaign.

Alongside this, MAC is owning self-love on Spotify through sponsorship of a bespoke bundle of playlists with tracks to uplift and empower listeners this summer, including Confidence Boost, Feelin’ Myself & Mood Booster. The activity is also supported with bespoke audio ads that focus on self-affirmations to help boost Spotify listeners' mood and self-love for themselves, as well as bespoke video content by TikTok creators.

Fiona Sainty, Vice President General Manager of MAC UK & Ireland says: "This is a pioneering partnership for the brand. A first in the category, it allows customers to have fun with self-expression and colour in a social and mobile-first way that spans multiple platforms."

MAC’s TikTok Branded Effect and Spotify campaign is now live.