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shopping1d ago
MAC Cosmetics maps out its holiday live-shopping push
- MAC expands holiday livestreaming in the United States, building on its China experience.
- The brand will run multiple live sessions during Cyber Week with creators and MAC artists in stores.
- MAC cites its 1.2 million TikTok followers and past viral success as a base for growth.
- MAC uses bundles and education-driven content to drive engagement and sales on TikTok Shop.
- MAC plans an omnichannel approach, combining e-commerce, social media, and in-store live sessions.
- The company emphasizes edutainment—educating and entertaining viewers to drive sales.
- MAC will leverage in-store artists to tape content and drive foot traffic.
- MAC is expanding its creator partnerships with thousands of outreach emails monthly.
- Executives expect U.S. live shopping to grow but acknowledge it remains a minority share of total e-commerce.
- MAC views TikTok Shop as a primary testbed while exploring other channels for 2026.
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