M.A.C Cosmetics LockedKiss Launch

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M.A.C Cosmetics has completely changed the lip game with the launch of their most luxurious and longest-wearing liquid lipstick to date.

The challenge

To celebrate the big launch of the new innovative MAC LockedKiss Ink lipstick, UPR was asked to set up and execute a launch strategy, to boost media- and social coverage around the LockedKiss Ink. 

Services & Approach

UPR activated the M.A.C Crew, set up a paid influencer campaign, organized a Benelux event in Antwerp, invited influencers for the global event during Paris Fashion Week and set up an extensive influencer and press seeding. We kicked off the launch of the campaign with an international Press Briefing where our core beauty journalists could get a sneak peek of the new lipstick. Afterwards, we sent a press release with all the information, which resulted in many beautiful print and online clippings.

  • Media strategy and roll-out
  • (Creative) event concept and production
  • Media and influencer guestlist
  • Influencer Marketing Campaign
  • Partnerships (e.g. presence at multiple beauty events)


We organized a spectacular event to celebrate the launch of their new Locked Kiss Ink lipstick. Set against a Valentine’s Day theme, the event welcomed Belgian and Dutch beauty journalists and influencers to the unique and trendy location of JoAn. The launch event was a huge success. Overall, it was an excellent opportunity for M.A.C Cosmetics to showcase their new Locked Kiss Ink lipstick in a stylish and memorable way. 


The launch was celebrated in a big way, and M.A.C also wanted to showcase their presence globally during Paris Fashion Week. They organized a global event at Palais de Tokyo in Paris. We selected the most well-known Dutch influencers with interest in beauty and invited them for the event, eventually 17 celebrities attended. To increase the exposure on TikTok and Instagram and to push Hannah (National Senior Artist) more forward improving the relationship with these celebrities, we scheduled make-up appointments in Paris.


Promoting the launch through a well selected group of influencers (94 in total) at different events and establishing digital campaigns resulted in a boost of impressions. In total, 873 social features were generated across both events, with over 20,500,000 impressions an EMV of € 771,277.