Process

We spent many hours researching and studying contemporary beauty culture. We gathered ideas, brainstormed concepts, constructively argued, sketched prototypes, and refined our final concept by developing inspiration decks, concept diagrams, flows, wireframes, and polished visual design.

Solution

We created a web-based campaign platform unlike any other in the beauty industry. The faces of the MACnificent Me campaign would be selected in a beauty contest judged by MAC Cosmetics Global Creative Director James Gager. However, contest entrants would be judged based on their written submissions rather than their appearance. Their chances of being chosen as one of 5 faces for the campaign hinged on the beauty of their thoughts and words, and their embodiment of the MAC Cosmetics ethos.