M·A·C didn't run paid media. So I turned Fashion Week into a live newsroom, M·A·C TV, and that backstage engine opened a $10M content channel and seeded the $200M Powder Kiss launch.
M·A·C built its name backstage, on artistry, decades before social existed. The brand didn't run paid media, so every result had to come from creative innovation and the behavior of a real community.
Fashion Week is the most photographed moment in beauty, and the most contested. Brands treated it as a photo op. I treated it as a live event we could own, if we could move at the speed of the feed.
We built a newsroom inside Fashion Week. A lean crew across New York, London, Milan, and Paris, shooting on iPhone and cutting every runway recap within three hours of the show. Three Stories and four in-feed posts a day, for thirty days straight.
M·A·C TV became the best-in-class IGTV channel for beauty. Each season also produced a 250-page trend book that turned the runway into a product and content roadmap for the year.
The backstage program seeded Powder Kiss. The launch booked $200M in revenue inside two months and ran in Times Square.
A $20K content investment that paid for the category.
A $20K backstage program became a $200M launch.