MAC Cosmetics x Honor of Kings
MAC Cosmetics x Honor of Kings
MAC Cosmetics partnered with popular mobile game
The effort: MAC launched 11 products tied to the game’s characters in 2019.
– Sold out within 24 hours. The next batch in 2020 did the same. 14k pre-orders.
In 2020, MAC expanded the collaboration into 8 new countries, including UK and US
results
Notes from the campaign
Honor of Kings is one of the most popular and highest grossing apps in China:
- 200M MAUs
- Popular with gamers age 20-30
- Paired the product with streamers & influencers
- More female-focused brands are diving into esports (Bumble, Sephora, Tampax)