Mac Cosmetics
Tmall Launch

Art Direction  |  Visual Design

Six-year journey to Tmall success

After a meticulous six-year preparation that involved in-depth studies of the platform, consumer behavior, market potential, selecting the ideal agency partner, and establishing a dedicated internal team in Shanghai, MAC launched its flagship store on Tmall.com, China's premier B2C retail platform.

  • Deliverable

    Market research
    Tmall launch assets:
    Photography
    Mobile & PC UX/UI prototype
    Local optimization

  • Timing

    6 years

  • Role

    Art direction
    Visual + US/UI design

  • Team

    Mac Cosmetics China
    Agency: Possible
    Photography: Mitch Feinburg

Challenge

MAC faced the challenge of entering China’s highly competitive e-commerce landscape, dominated by local beauty brands and consumer expectations for seamless online shopping experiences. The goal was to establish a strong digital presence on Tmall, China’s leading B2C platform, while navigating complex market dynamics, local regulations, and the need for culturally relevant engagement strategies.

Solution

To successfully launch on Tmall, MAC undertook six years of meticulous preparation, including in-depth platform studies, consumer behavior analysis, and market potential assessments. The brand partnered with a top local agency and built a dedicated internal team in Shanghai to tailor strategies for the Chinese market. This comprehensive approach ensured a culturally relevant and impactful launch.

tmall_mockup_3screen_special.jpeg
tmall_mockup_3screen_lips.jpeg
tmall_mockup_3screen_eye.jpeg
tmall_mockup_3screen_face.jpeg

Outcome

This complex and challenging venture proved highly rewarding, with years of strategic groundwork leading to a 40% overall sales growth in China. E-commerce sales jumped by 50%, and the Tmall store alone generated over $2 million in sales within the first two months, showcasing the success of this meticulously planned project.

Previous

coming of age
Next

ancientics