If I were on your team, this is where I’d start.

THE BIG IDEA FOR MAC

OFF-DUTY BEAUTY

Influencer | Experiential Event | Content Series | CRM

This campaign taps into the cultural currency of Australian Fashion Week, not by focusing on what’s happening on the runway, but by celebrating the effortless beauty of models, makeup artists and insiders once they’ve stepped off it.

This activation blends event experience, influencer-led storytelling, and digital rollouts that speak directly to the new-gen beauty consumer- one who’s fluent in aesthetic language, lives on TikTok, and shops via social cues, not just ads.

THE OFF-DUTY SUITE EXPERIENCE

Held in the lead-up to Fashion Week, The Off-Duty Suite invites a curated group of creators, including models, stylists, fashion editors, and tastemakers, to step into MAC’s world and get their runway-week-ready look (minus the chaos).

Set inside a minimalist gallery space in Sydney, the event is styled with soft natural light, sculptural florals, and elevated installations featuring MAC’s Off-Duty Edit pairings, each tailored to hero products across key categories.

Guests are invited to sit down with MAC artists for personalised Off-Duty looks, with content captured in real time, from GRWM vlogs to elevated portraiture. Guests can then take their personalised edits and use the products for their looks throughout the week.

The vibe is designed to feel like an insider moment before the runway frenzy begins.

CONTENT STRATEGY

The strength of this campaign is in how seamlessly it flows beyond the event itself. Content created at The Off-Duty Suite becomes the anchor, but the story continues well into Fashion Week, evolving as our talent moves from the suite to the shows, and back again.

We follow a curated group of creators, models and fashion insiders as they wear their Off-Duty Edit in real time, from early-morning glam to evening events. The content rollout mirrors how beauty is actually worn: in moments that are personal, transitional and perfectly unfiltered.

Content ideas include:

  • GRWM at Fashion Week - filmed at The Off-Duty Suite, showing talent creating their Off-Duty Edit looks

  • What I Wore This Week: Beauty Edition - styling the same key products across multiple Fashion Week moments

  • Daytime to Nighttime - sharing how the product Edits take them from the business of the Fashion Week day to night events and afterparties

  • Static Editorial Imagery - for IG carousels and web use, visually linking each Edit back to its core products

This content rollout transforms Australian Fashion Week into a lived-in story across social, told through the eyes (and makeup bags) of those actually living it. Each shoppable Edit offers a clear path to purchase, making it easy for viewers to recreate the look at home with curated MAC essentials.

EMAIL & CRM

To extend the campaign beyond Fashion Week and into everyday routines, we’d build a CRM journey that feels just as curated as the makeup itself.

At the centre sits the Find Your Off-Duty Edit quiz - a fast, engaging way for customers to discover the look that best fits their style. Whether they’re a glow-all-day girl, a soft sculpt minimalist, or drawn to a more tonal, undone aesthetic, the quiz guides them to a tailored kit they’ll actually want to wear. Each Edit is rooted in Fashion Week, pulling in content from the event and creators aligned with that look. Visually, the email flow mirrors an editorial moodboard — elevated, expressive, and shoppable.

Once the customer lands on their Edit, a bespoke email journey begins. This includes:

  • A welcome email introducing their personalised Edit, complete with tips, product pairings, and one-click add-to-cart links

  • Behind-the-scenes tricks from Fashion Week artists to make the look feel wearable and real

  • Gentle nudges to refresh their Edit with seasonal updates or trending product swaps

More than a one-off purchase, this creates an ongoing dialogue — turning Fashion Week inspiration into a meaningful, lasting beauty ritual. The content feels thoughtful, the tone stays warm, and the experience makes beauty feel personal, effortless, and aspirational in all the right ways.

WHY IT WORKS

This campaign blends what MAC does best: artistry, trendsetting, and self-expression, with the kind of real, story-led content that resonates today.

By tapping into the “model off-duty” moment, we position MAC not just as the runway look, but as the one you keep reaching for after the lights go down.

It’s a fresh way to drive product discovery and storytelling across digital, retail, and CRM touchpoints, anchored in Fashion Week but built to last beyond it.