Valentine’s Day is the perfect opportunity for some ‘treat yourself marketing,’ and what better way to do it than with two of the internet’s favourite comfort creators? This year, MAC Cosmetics UK & Ireland tapped into that energy with a creator-led lip kit collab designed to capture two distinct internet aesthetics: maximalist and minimalist.
Utilising sensory beauty marketing, Rachel Leary and Mikai McDermott were styled in the exact tones of their respective lip kits, turning each visual into a fully immersive brand world. The maximalist edit delivered bold colour, layered styling and high-glam energy. On the other hand, the minimalist edit focused on muted tones, soft lighting and dialled-back elegance.
The campaign visuals felt like a natural evolution of the sensory craze. Aesthetic alignment in its finest moment, if you will.
