Case Study: M•A•C Cosmetics reignites Canadian sales growth with Cundari Group

M•a•c Cosmetics drives positive sales growth and record social media conversation in Canada with Cundari Group

The customer, M•A•c Cosmetics, a Canadian-origin global beauty brand, faced a challenge as it lost momentum in the Canadian market. With the overall cosmetics category in decline and new niche brands emerging, M•a•c was still loved by its core, aging Gen X audience but needed to refresh its image to appeal to younger generations. The vendor, Cundari Group, was engaged to address this challenge.

Cundari Group's creative solution was the "A Canadian Original" campaign, which involved engaging nine Canadian originals, like Tessa Virtue, who reflected the brand's values. This approach celebrated M•a•c's roots while showcasing diversity. The campaign generated a record amount of social media conversation for the brand. As a result, M•a•c contravened category declines and achieved positive sales growth for its critical lipstick and foundation products, with volume lifts in both online and retail sales channels.

M•a•c Cosmetics