What it takes to keep M.A.C India looking main character every day
Services
Social Media
Ecommerce
Paid Media
Content Creation
Client
M.A.C Cosmetics
Sector
Beauty & Personal Care
Question
How do you keep M·A·C unmistakably M·A·C across every post, trend, launch, and scroll?
Answer
By blending creator-first thinking, trend fluency, and premium storytelling into a feed designed to feel iconic, not just active.
Long before inclusivity became marketing speak, M.A.C Cosmetics was already living it. Since 1984, the brand has built a global cult following through fearless artistry, iconic products, and a belief that beauty belongs to everyone – all ages, all races, all genders. No beige beauty or blending in. Just self-expression in full colour. It’s the kind of brand people don’t just wear, they proudly swear by. The kind that makes someone say, “I only wear M.A.C.”
Since 2025, Ting has helped translate that cultural edge to M.A.C India’s digital presence across social media, influencer campaigns, content production, AI innovation, paid media, and e-commerce assets. From creator concepts and campaign moments to the post that goes up on an ordinary Tuesday, every piece is built to feel sharp, expressive, and unmistakably M.A.C. Because for a brand like M.A.C, showing up isn’t enough. You have to own the room. And the feed.
A feed designed to be iconic
Not just beauty shoots. Beauty statements.
In 2026, the goal was never to adapt global content for India. It was to create work that belonged on the India page while standing shoulder-to-shoulder with M.A.C’s global feed in craft, style, and attitude. From in-store assets and artist-led shoots to everyday BAU content, our in-house team built visuals that felt equal parts editorial and expressive.
Where AI met artistry
Beyond shoots and production, we explored how AI could expand M.A.C’s visual storytelling. Instead of altering faces or products, we used AI to transform the worlds around them. The result was aesthetic, fashion-forward environments that stayed true to the artistry and craft at the heart of M.A.C.
Ending the era of ordinary influencer content
GRWMs are one of beauty's most loved content formats. For M·A·C's Start The Party. End The Ordinary, we wanted to give them a fresh setting, moving creators beyond mirrors and vanities into unexpected spaces like elevators, airplanes, hallways, and party entrances. Because with M·A·C, the party starts wherever you decide it does.
What started as a fresh take on influencer content for M·A·C’s Diwali campaign quickly turned into a shift in engagement, too. By breaking away from predictable GRWM formats and placing creators in unexpected settings, the campaign sparked stronger interactions, higher shares, and the kind of attention ordinary beauty content rarely gets.
565K+
discovered us
945K+
stayed for the content
21K+
double taps
700+
shared it with their people
900+
saved it for later
3.15%
engaged with what we had to say
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