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Brief Published: 30 Nov 2016

MAC Shadescents: Leveraging Cult Appeal

MAC Shadescents

Premium colour cosmetics brand Mac has launched a new line of fragrances directly inspired by its most iconic lipstick shades, capitalising on cult appeal and driving brand loyalty. The Shadescents shrewdly leverage Mac’s bestsellers, creating a personality profile for each, and driving hardened fans to match their scent with their lipstick.

Ruby Woo, Mac’s sell-out pigmented matte red, is conceptualised as a “sultry red leather”. Lady Danger, a similarly matte orange-toned red, is billed as a “woody floriental” with notes of wild cherry. The bold, luxurious purple of My Heroine evokes saffron, incense smoke and cordovan leather, while the bright magenta of Candy Yum Yum is translated as tropical fruit and cotton candy. Of the nude shades, Velvet Teddy conveys wild honey and creamy musk, while Crème d’Nude is said to “evoke the vibrant sexiness of naked skin”.

In a clever retail strategy, the launch will introduce new consumers to Mac’s lipstick range by pairing the shades with their matching scents, which will be introduced to the core portfolio at $57 each.

In the same way that lipstick junkies covet a varied arsenal of shades to cater to every mood and moment, the perfume line references the growing trend for fragrance libraries, abolishing the idea of ‘the signature scent’. For more on this idea, see The Rise of Fragrance Wardrobes. For more on developing cult products, see The Economy of Cult Beauty.