Happi06.23.20
The new product pipeline still flows at MAC, but in an Age of COVID-19, there are different ways for consumers to experience the beauty brand's innovations. The Estée Lauder Companies' unit is launching Underground, a series of drops available to MAC insiders. Launches will be available online-only in quantities of 1,000 and each will be hand-numbered. According to MAC, the plan gives insiders a glimpse at makeup trends to come and give it to them at hyper-speed.
The first product to debut is a prismatic, rainbow-hued highlighter that highlights Pride Month and the LGBTQIA+ community, which MAC has supported for more than 10 years via its Viva Glam fund. New product drops will continue once or twice a quarter.
Sam Cheow, SVP-corporate innovation and product development told WWD that Underground "allowed us to be nimble and flexible, wearing the indie brand mentality."
The first product to debut is a prismatic, rainbow-hued highlighter that highlights Pride Month and the LGBTQIA+ community, which MAC has supported for more than 10 years via its Viva Glam fund. New product drops will continue once or twice a quarter.
Sam Cheow, SVP-corporate innovation and product development told WWD that Underground "allowed us to be nimble and flexible, wearing the indie brand mentality."
