Maine Mendoza and an international makeup brand’s big reveal

September 19, 2018 - 12:48 PM

Filipinas are excited over Maine Mendoza's collaboration with MAC Cosmetics to release her personalized lipstick. (Instagram/mainedcm)

Filipinas are excited over Maine Mendoza’s lipstick collaboration with MAC Cosmetics using the hashtag “#MainedcmMacMakerLaunch” on social media.

The international makeup brand recently announced the lipstick’s launch on Instagram.

It tapped Mendoza to be part of their roster of beauty influencers who will create their own desired shade for the brand’s spring collection. The “Eat Bulaga” co-host is the first Filipina to have worked with the cosmetics company.

In January, Mendoza went to MAC’s laboratory in Toronto, Canada to personally create her own shade.

According to MAC Cosmetics Philippines, Mendoza’s personalized lipstick color is “a muted peachy beige shade with a Matte finish.” The product’s packaging also features her signature.

Last month, MAC Cosmetics Philippines teased their fans with 12 shades and had them guessed which one would be most likely Mendoza’s. The “Phenomenal Star” hinted that it would be a shade every girl can wear.

“I want every woman to be able to wear it eh… I don’t want to go for any striking color, any striking shade. I wanted it to be simple. I want to keep it simple,” she shared before.

Fans and supporters of Mendoza have been anticipating the release of her lipstick on social media.

It will be available on online shopping website Lazada on September 21, at SM Megamall on September 22 and in all MAC Cosmetics stores on September 23.

Why beauty brands collaborate with influencers 

MAC Cosmetics has previously collaborated with some of the most famous personalities like Ariana Grande, Halsey, Tinashe, Dua Lipa, Ellie Goulding, Hayley Williams and Lady Gaga, to name a few.

While known international makeup brands don’t need collaboration to boost their sales, Racked noted that it is an important factor when it comes to turning people’s interests into purchases.

“Social media phenoms and influencers speak to the desire to feel that we have an insider track to the latest thing,” Karen Grant, global beauty industry analyst, said.

A Hello Kitty collaboration of MAC Cosmetics. (Flickr/Holly Occhipinti)

According to Catherine Bomboy Dougherty, senior vice president of global communications for MAC, collaborating with influencers is an effective way of marketing the product.

“We’ve seen so much buzz around it we have to keep reminding people that they’re limited-edition,” she said, referring to an upcoming influencer collection.

Brands also tap influencers as a way to build authentic relationships with their consumers since the former has a different kind of appeal than mere models alone. Influencers can easily relate to people and make unique connections.

“With increased consumer cynicism, brands are now realizing that authenticity between brand and influencer is absolutely key — and that takes a long-standing relationship built between brand and consumer over a period of time,” shares Sarah Penny, head of content for Fashion & Beauty Monitor and Celebrity Intelligence.