Case Study: MAC Cosmetics achieves up to 38% increase in click-throughs with Coveo Qubit

MAC Cosmetics Revolutionizes Virtual Retail with Coveo-Qubit

MAC Cosmetics, a world-leading makeup brand, faced a crowded beauty market where customers are often loyal but have high expectations and many new competitors to consider. The ecommerce team needed to replicate the personal in‑store experience online to reduce brand switching, boost lifetime value and make repurchasing effortless for millions of visitors.

Using Coveo‑Qubit personalization—Derived Insights for automated replenishment, pre‑selected shades, social‑proof badging, review promotion and virtual try‑on—MAC delivered highly relevant onsite experiences. Results included a 67% CTR on replenishment banners, up to 38% uplift in review clicks, 1–1.6% uplifts in RPV from badging, a 2.2% RPV lift on PDPs (1.8% on PLPs) from virtual try‑on, and 100,000+ visitors impacted, driving stronger engagement and higher conversion/LTV.

MAC Cosmetics

Sara-Lou Roberts

Online Manager