With a shade for literally any skin tone, MAC Studio Fix not only has the perfect shade for you, but also comes in three formats with the ability to solve your specific skin issue, from covering scars to offering a matte finish for oily skin to masking under eye circles. The problem with a product that solves every hiccup in the world of foundation? There’s a lot to say. And not all of it is relevant to everyone. And the whole thing can get too complicated to even bother with.
Our cast of micro Influencers brought an emotional draw and allowed us to peek into real and relatable experiences while also giving us a “how-to” application moment that isn’t intimidating or overly complicated. Functionally, we also needed to offer a way for consumers to sift through information to easily find what’s relevant to them. Consumers in China have a unique subset of skin tones and skin issues that the site leads with, as compared with those in India or South America or Western Europe. Inspired by the success of testimonials in social and ecomm, we brought in quotes from our customers to keep benefits (in a digestible format) front and center throughout the process and keep consumers in a conversion mindset.