Mac Cosmetics
Coming of Age
Art Direction | Visual DesignBridging tradition and digital engagement in Japan
"Coming of Age," a uniquely tailored program exclusive to Japan, celebrates the milestone of reaching legal age. It beautifully pairs four distinctive kimono styles with complementary beauty sets, each ensemble reflecting a facet of this significant life transition. Seamlessly integrating with the LINE messaging app, the campaign bridges the gap between digital engagement and commerce. By bringing to life four types of beauty kits, each echoing the brand's aesthetic ethos, the campaign not only honors tradition but also encapsulates the spirit of modern beauty, resonating profoundly with the new generation stepping into adulthood.
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Deliverable
Market research
Pitch deck
Photography art direction
LINE UX prototype
Launch email & animation -
Timeline
3 months
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Role
Art director
Visual designer
Brand strategist
Market researcher -
Team
Mac Cosmetics Japan
Photography: Marco
Challenge
MAC needed to connect with young Japanese consumers celebrating the milestone of reaching legal age. The challenge was to blend cultural traditions with modern digital engagement to resonate with this tech-savvy generation.
Solution
MAC introduced the “Coming of Age” program, pairing four unique kimono styles with beauty sets that reflect this significant life transition. Integrated with the LINE messaging app, the campaign bridged tradition with modern beauty and digital engagement, creating a meaningful connection with the new generation stepping into adulthood.
