The Estée Lauder Companies-owned Canadian cosmetics brand MAC recently launched its Studio Fix cushion foundation in China. Dubbed the 24h “King of Coverage” (24H卷王气垫), the foundation comes in premium black packaging. Perhaps based on the visual similarity, MAC unveiled its first collaboration with Shanghai’s premium bakery brand FASCINO.
The main draw is FASCINO’s iconic “Black Blueberry Cream Cheese Bagel” (黑金蓝莓乳酪贝果). The round black shape not only resembles a blueberry but also the MAC foundation. The other reason for the collaboration is that the two products will form an “8 AM alliance” because both can be part of your morning routine.
For this reason, the collaboration is called “Flawless Beginning”. There is also a Black Blueberry Custard Croissant and, of course, exclusive paper bags. In the meantime, MAC also released special co-branded beauty blenders in the shape of sourdough bread and a baguette for the campaign.
MAC and FASCINO launched two pop-up beauty and bakery stores, one in Shanghai and one in Hangzhou, called the “Flawless Beauty Flagship”. The collaboration taps into China’s recent obsession with premium bakeries. The morning routine angle also speaks to young professionals craving emotional value.
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