MAC Powder Kiss belongs in the scene.
From beauty and everyday life to conversation and entertainment, we placed Powder Kiss within the content. Across 13 videos, we delivered 1.5 million completed views—35.3% above target.
Summary
MAC wanted to introduce Powder Kiss’s new shades and refreshed aesthetic, with a particular focus on Gen Z. The brief centred on its hazy matte finish, lightweight feel and “Match Your Mood” concept, connecting colour with self-expression. We brought Powder Kiss into beauty, lifestyle and conversation-led content. Across 13 videos from 11 creators, the campaign delivered 1,502,959 completed views—35.3% above target. The host videos generated 3,748,710 total views.
- Brand
- MAC
- Period
- Feb 1, 2026 – Feb 28, 2026
- Videos
- 13
- Channels
- 11
Brief
A shade for every mood.
Hello,
Powder Kiss was entering a new chapter within the existing product family, with new shades and a more premium aesthetic. MAC wanted to highlight its lightweight feel and Korean-inspired hazy matte finish while building an emotional connection with Gen Z. “Match Your Mood” presented lipstick as a form of self-expression. Bold, romantic or introspective: a shade to match the way you feel. The campaign’s priority was to build awareness around this idea.
Target Audience
From beauty to everyday life, we focused on creators who connect with Gen Z and bring beauty into their daily content. We curated a list of creators across beauty, vlogs and conversation-led formats whose content aligns with Powder Kiss’s spirit of self-expression.
11 creators. 13 videos. A content mix spanning beauty, lifestyle and conversation.
What information does the publisher list include?
For each channel on the publisher list, following the relevant link shows average views, engagement rate and demographic breakdowns (age, gender). Additional data such as average view duration and subscriber count can be included on request.
CreativeLet your mood pick the shade.
What materials do we need to provide for the Cube design?
The brand's own visuals can be used for the Cube design. Once the storyboard design is approved, production of the 3D Cube begins.
In the content. In front of the audience.
We placed Powder Kiss in 13 videos from 11 creators. Across beauty shows, everyday vlogs and conversations, the brand appeared within the scenes audiences were watching.
Results
Ages 18–34 led the audience mix.
Viewers aged 18–24 accounted for 33.6%, while those aged 25–34 represented 37.7%. Together, these groups made up 71.3% of the age breakdown.
Women made up 59.6% of the audience.
On mobile. On the big screen.
Mobile accounted for 39.1% of the device mix, followed by TV at 37.7%. The campaign became part of the viewing experience across different screens.
How is campaign performance reported?
An AdCubes campaign report covers the completed views recorded from the moment each integration goes live, demographic breakdowns of the audience reached such as age, gender and device, and Premium views. Interim reports are provided during the campaign as well.
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Common questions
The questions brands ask most about in-scene advertising, measurement and brand safety.
How is it planned?
Step-by-step guides to setting up an in-scene campaign, from brief to reporting.