MAC cosmetics needed a campaign for its Lightful-C range that conveys not only product benefits but works topically across its 6 markets in SEA.
Finding a commonality for toolkits, is always a pickle! So we looked at the country in the region that is stirring things up not just with its music but also its beauty industry - Korea.
We found the latest K-beauty slur amongst beauty enthusiasts. Glass skin. (Read: luminous, dewy skin. But hey wait! MAC’s Lightful-C range does exactly that)
Bringing together the best of both worlds - we put upcoming K-Pop singer, Kang Mina and her flawless skin in the spotlight. (And in a foundation bottle!)
Creative Director: Ayesha Bedi
Art Director: Harshmeet Kohli
Copywriter: Sara Badr
All material produced is a copyright of Grey Group Singapore.