💄MAC Cosmetics finally steps into Sephora
The iconic beauty brand will launch in select Sephora US stores in March.
MAC Cosmetics is coming to Sephora, with a little help from Chappell Roan.
The trend-setting beauty brand, on March 2, will debut initially in more than 100 Sephora US stores and on sephora.com, and also in Sephora Kohl’s stores before expanding nationwide throughout the year.
To mark the launch, MAC Cosmetics created a new global campaign that stars Chappell Roan and influencers Gabbriette and Quenlin Blackwell.
"The look that we created for Sephora is a nod to the iconic ‘90s MAC mug,” Chappell Roan’s makeup artist Andrew Dahling, said in a statement. “It's a bit unexpected for Chappell Roan, as we often use an array of color, but to celebrate MAC’s newest venture in the world market of beauty, we wanted to create a look that honored MAC's legacy as a brand, by and for everyone.”
MAC (which is owned by Estée Lauder Companies EL 0.00%↑) already operates close to a 100 independent brand stores in the US and is also available in Sephora rival Ulta ULTA 0.00%↑ stores nationwide.
Retail analyst Neil Saunders told Bagable.com that MAC’s move into Gen Z and Gen Alpha’s favorite beauty shop is a no-brainer.
“From MAC’s point of view, this is really about visibility and distribution,” said Saunders, who is managing director (retail) with GlobalData. “While MAC remains a popular brand with pulling power, the cosmetics market has become significantly more competitive, and it is highly saturated with brands.”
Sephora (owned by leading global luxury goods conglomerate LVMH) operates close to 2,000 US stores and more than 1,000 Sephora inside of Kohl’s locations.
“MAC cannot risk being squeezed out, so it is looking to bolster its presence in the market. As a go-to destination for all things beauty, Sephora helps MAC to do that. Sephora likely also delivers some new audiences, including younger consumers,” he said.
At the same time, Saunders said the measured rollout into a small number of Sephora stores “suggests a test and learn approach to see what works.”
Jeanel Alvarado, retail strategist and founder & CEO at RetailBoss, told Bagable.com that MAC’s launch in Sephora US is “less a radical pivot and more the final step” in aligning with with the brand’s global multichannel retail footprint, given that MAC is already present in Sephora internationally.
“The debut lets MAC layer Sephora’s reach and beauty community on top of the scale and data it has already built with Ulta and it’s happening now because Estée Lauder needs incremental distribution, younger shoppers, and more omnichannel visibility to re-accelerate MAC after several softer years,” she said.