In March 2026, MAC launched the new Powder Kiss Collection in the Hainan travel retail market. To capitalize on the Labor Day travel peak and further drive in-store traffic and sales conversion, an OCA campaign was launched at the HTB counter, centered around young consumers’ growing preference for effortless makeup and emotional self-expression.

An immersive PowderKiss experience to bring RTBs into life

A giant frosted lipstick installation was created as the visual centerpiece, turning the Powder Kiss collection’s signature blurred-soft texture into a touchable experience. In addition, traditional shade recommendation was reimagined through an interactive “Mood Card” mechanic. Consumers could select cards based on their mood to unlock personalized shade and makeup inspiration, turning product selection into a more emotional and engaging form of self-expression.

Cross-brand collaboration to extend consumption touchpoints

During the campaign, MAC partnered with the beverage brand 九十叶 to create a mutual traffic-driving mechanism. Consumers who made a purchase at MAC received a complimentary beverage redemption, while customers who purchased designated drinks at 九十叶 received an exclusive MAC puff and an in-store discount voucher.