To re-energise the M·A·C Cosmetics Lightful C3 range for its 2021 global relaunch, Carbon partnered with M·A·C to create a campaign featuring BLACKPINK’s Lisa as the face of the brand. The challenge was to develop a globally relevant campaign that could connect with diverse audiences across the UK, Europe, US and APAC while maintaining a consistent and distinctive brand identity.
Carbon brought the Lightful C3 campaign to life across a broad ecosystem of channels and touchpoints, creating a comprehensive suite of campaign assets designed to maximise reach, engagement and impact. This included hero and social video content, in-store visuals, AR experiences, social media assets, eDMs, Google advertising and offline activations.
By combining beauty, culture, technology and platform-first creative, the campaign created a dynamic and connected brand experience that amplified the Lightful C3 launch and generated excitement across markets at global scale.
