MAC Cosmetics — The Red Carpet Glam Suite
Partnering with UMA gave MAC a front-row seat to culture. The Glam Suite made us part of the story, not just a sponsor, and the sales impact spoke for itself.
— MAC Cosmetics
MAC needed to move beyond traditional beauty advertising and connect authentically with the urban music community, where red carpet moments drive viral beauty trends in real time.
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The Red Carpet Glam Suite
Partnership Objective
Position MAC as the definitive makeup authority of urban music's biggest night and convert red carpet buzz into product trial and loyalty sign-ups.
UMA Strategy
UMA built a dedicated MAC Glam Suite backstage at seven consecutive ceremonies, giving MAC ownership of every artist look that walked the red carpet, with on-stage makeup moments and a co-branded content engine.
Activation
Backstage MAC Glam Suite with 12 senior artists styling every nominee; limited MAC x UMA lipstick shade; red carpet live look-reveal segments in the broadcast; artist-led makeup tutorials distributed across social; in-store UMA-inspired masterclasses in 40 MAC stores.
Audience Reached
Red carpet broadcast, livestream and social cut-downs across UK, USA and Caribbean audiences aged 16-34.
Media Coverage
Featured across BET, MTV, Grazia, Vogue Beauty and 60+ trade titles, with red carpet looks picked up by major beauty creators.
Campaign Outcomes
4.2 million audience reached across the red carpet broadcast and social cut-downs; 38% sales lift in the featured MAC x UMA product edit; 12,400 new MAC loyalty programme sign-ups attributed to the campaign; 1.9 million views of the artist tutorial series.