6 Clever Ways M.A.C. Brought Its Sparkling Holiday Collection to Life

For its largest event of the year, the beauty brand relied on a silhouette artist and 800 pounds of glitter to acquaint guests with its latest products.

Rose Curiel
December 8, 2014

When it comes to beauty product launches, guests tend to expect the chance to somehow experiment with the cosmetics on site.

But for its Heirloom Mix event at the Grove on November 21, M.A.C. Cosmetics went well beyond giving shoppers and V.I.P. guests the chance to have one-on-one session with makeup artists in order to demonstrate the perks of its holiday collections.

In fact, in an effort to reference everything from the collections’ glittery powders and limited-edition packaging, the brand tapped dancers and even a silhouette artist who created hand-cut profiles of guests in minutes.

Here’s look at the other unique ways M.A.C. brought its holiday collections to life.

Male dancers sporting glittering silver jumpsuits, sneakers, and face makeup evoked M.A.C. Heirloom Mix glitter powders and the collection’s sparkling product casing.
Male dancers sporting glittering silver jumpsuits, sneakers, and face makeup evoked M.A.C. Heirloom Mix glitter powders and the collection’s sparkling product casing.
Photo: Jordan Murph/Jordan Murph Photography
Oversize recreations of M.A.C.’s oval-shaped, faux-pearl-trimmed Keepsakes Face Palettes decorated the stage, as did freestanding pearl-like strands.
Oversize recreations of M.A.C.’s oval-shaped, faux-pearl-trimmed Keepsakes Face Palettes decorated the stage, as did freestanding pearl-like strands.
Photo: Jordan Murph/Jordan Murph Photography
In a nod to the holiday collection’s limited-edition product casing, which is adorned with sparkles, the stage was covered with 800 pounds of glitter.
In a nod to the holiday collection’s limited-edition product casing, which is adorned with sparkles, the stage was covered with 800 pounds of glitter.
Photo: Jordan Murph/Jordan Murph Photography
Organizers styled female dancers to look like the figure featured in the custom-made cameo medallion that tops many of the Keepsakes Collection’s casings. Of course, dancers also wore makeup from the brand’s assortment of holiday products.
Organizers styled female dancers to look like the figure featured in the custom-made cameo medallion that tops many of the Keepsakes Collection’s casings. Of course, dancers also wore makeup from the brand’s assortment of holiday products.
Photo: Jordan Murph/Jordan Murph Photography
Throughout the weekend, M.A.C. artists offered free makeup demonstration appointments to the public at stations surrounding the stage. The collection-theme accessory that artists traditionally wear to promote the products—a cameo necklace, this time around—was available and gifted for the first time ever to guests who received a complimentary makeup application.
Throughout the weekend, M.A.C. artists offered free makeup demonstration appointments to the public at stations surrounding the stage. The collection-theme accessory that artists traditionally wear to promote the products—a cameo necklace, this time around—was available and gifted for the first time ever to guests who received a complimentary makeup application.
Photo: Courtesy of M.A.C. Cosmetics
In another reference to the Keepsakes Collection’s decorative cameo medallion, a silhouette artist was on site to hand-cut personalized profiles—decorated with a glitter finish, of course—for V.I.P. and media guests in a private room at La Piazza restaurant at the Grove. M.A.C. also offered custom digital silhouettes to the public by the outdoor stage.
In another reference to the Keepsakes Collection’s decorative cameo medallion, a silhouette artist was on site to hand-cut personalized profiles—decorated with a glitter finish, of course—for V.I.P. and media guests in a private room at La Piazza restaurant at the Grove. M.A.C. also offered custom digital silhouettes to the public by the outdoor stage.
Photo: Rose Curiel for BizBash
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