To increase in-store traffic for the Chinese New Year and promote the new Studio Fix 24HR Soft Matte Cushion Foundation, an OCA campaign themed ‘A Winning Start to the Year’ was launched at the M·A·C HTB counter in January 2026. Drawing inspiration from New Year rituals, the campaign positioned the product as a symbol of confidence and good luck to boost engagement and sales during the peak travel season.

RITUALIZED PRODUCT EXPERIENCE

Framed around “a winning start to the year,” the product experience was tied to a lucky-draw mechanic, in which each makeup look corresponded to a New Year wish, turning product trial into a culturally relevant moment.

MYSTERY BOX AS PURCHASE DRIVER

The GWP was designed as a mystery box to spark curiosity and surprise—boosting appeal among younger consumers while prompting immediate purchase decisions.