To launch their new MACximal Silky Matte Lipstick formula, MAC engaged BEA to deliver an activation that would cement MAC as an industry leader and shine light on the new formulation, retaining existing customers while driving new and lapsed customer growth.

For three days only, an immersive bakery-style retail space offered consumers, media and influencers access to MAC artists offering bespoke lipstick consultations plus the opportunity to take home exclusive BROOKI cookies. With lines out the door and down the street each day of the activation, the MAC x BROOKI partnership successfully drove traffic and awareness for a unique, memorable and immersive brand experience.