M.A.C. COSMETICS

Repositioning a global legacy brand for a new generation

Managing Partner, RoAndCo.

Snapshot

  • Led global brand and marketing transformation across a 12-month engagement

  • Oversaw global campaigns and regional strategy across 20+ markets

  • Repositioned VIVA GLAM for its 25th anniversary with a future-facing platform

  • Campaign launched in 20 countries

  • Limited-edition VIVA GLAM lipstick sold out in under 5 days

Close-up of a person lying down with eyes closed surrounded by glowing blue light bulbs, wearing a red headscarf, dark clothing, and jewelry, in a dark setting.

The Situation

MAC had a powerful legacy rooted in inclusivity and cultural impact, but by 2019 was facing increasing competition from newer brands connecting more directly with Gen Z.

The opportunity was to restore urgency, relevance, and cultural leadership, without losing the brand’s foundational equity.

My Role

As Managing Partner and Head of Strategy at RoAndCo, I was brought in to lead a comprehensive brand and marketing overhaul, spanning global campaigns, regional oversight, and internal process transformation.

What I Did

Reset the strategic direction
Refocused the brand on cultural relevance and forward momentum, shifting from legacy storytelling to a more immediate, future-facing perspective.

Streamlined global marketing systems
Overhauled internal processes and team structures to improve clarity, speed, and consistency across regions.

Repositioned VIVA GLAM for a new generation
Transformed the 25th anniversary from a retrospective into a forward-looking platform under a single unifying idea: Glam for Good.

Built a culturally resonant campaign
Partnered with 18 global change-makers and director Bardia Zeinali to create a campaign grounded in authenticity and emotional connection.

Results

  • Launched campaign across 20 global markets

  • Limited-edition VIVA GLAM product sold out in under five days

  • Re-established cultural relevance with a new generation of consumers

  • Reinforced MAC’s position as a purpose-driven brand with global impact

Creative Partner: Nikki Huffman, Director: Bardia Zeinali

A woman with makeup and earrings, wearing a veil, and with a blue overall tone, looking directly at the camera. Dara for Mac Cosmetics
A woman with dark skin, styled hair, bold makeup, and dressed in jewelry against a plain white background.
Young woman with dark hair styled in a top knot, wearing a light pink t-shirt and sparkly pink pants, sitting on a vintage orange velvet chair in a room with brick walls and a window, with an older box television showing a reflection of her sitting o
A woman with dark skin wearing a black fishnet top, a red headscarf, and hoop earrings poses with one arm behind her head and her hand on her chest, standing under a chandelier in a beige room.
A woman with dark hair, dressed in a black lace outfit with a feathered detail, is lying on the floor next to a mirrored wall. She is resting her head on her hands and looking at the camera.
A woman with dark shoulder-length hair, wearing a shiny gold dress, stands with her hand on her hip in front of Greek-style statues, including a muscular male torso and a head bust, in a room with gold curtains and classical decor.
A woman with dark, curly hair and red lipstick lying on a red and pink surface, looking at the camera. She is wearing a black lace top and accessorized with earrings.
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  • Promotional background with the text '25 Year Anniversary MAC Viva Glam' repeated vertically on the left side, a white rectangular area with the same text, and a woman with long dark hair in a red fishnet top and shiny red skirt posing against a white backdrop, with additional text about the 25th anniversary celebration of MAC Viva Glam.

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