Mac Cosmetics

MAC COSMETICS

Design Direction, Product Innovation, Customer Experience, Strategic Implementation

The goal of this project was to revolutionize how customers engage with MAC Cosmetics, both online and in-store. Traditionally, the cosmetics industry has relied heavily on physical retail experiences, but with the shift towards digital-first shopping, MAC recognized the need to evolve its customer journey. I led teams to develop a seamless, modern omnichannel experience that bridged the gap between the tactile in-store environment and the convenience of online shopping, ensuring that MAC remained a leader in the competitive beauty market.

human-centered innovation for the Next Generation of Retail

In a world where connected experiences shape customer expectations, M·A·C set out to reimagine how people discover, try, and purchase makeup in both physical and digital spaces. I led the UX and product design strategy for a transformative retail innovation initiative aimed at deepening customer engagement and redefining the beauty shopping experience.

At the heart of this effort was the launch of a concept store in Queens, NYC—designed as a live retail lab where we could prototype, test, and refine new interactive experiences directly with consumers. From digital try-on technologies to reimagined product discovery flows, every touchpoint was built to deliver a seamless, inclusive, and emotionally resonant experience.

By grounding our approach in real-time user insights and iterative design, we created a scalable foundation for innovation—one that continues to influence M·A·C’s global retail strategy and shape the future of beauty retail.

Designing the Connected Cosmetics Experience

To pioneer the future of beauty retail, M·A·C launched a first-of-its-kind concept store in Queens, NYC—designed as a live innovation lab to reimagine how customers engage with the brand across digital and physical touchpoints. I led the UX and product design vision behind this transformation, with a focus on personalization, real-time interaction, and seamless cross-channel engagement.

This unique environment introduced the M·A·C Pass—a personalized engagement tool activated by scanning a QR code at dedicated stations for Lips, Eyes, and Face. M·A·C Pass Studio created an interactive profile that stored user preferences, favorite products, selfies, GIFs, and more—bridging moments of discovery with future shopping behavior.

The design strategy ensured that every customer interaction felt personalized, fluid, and memorable. Interactive try-on screens responded dynamically to individual profiles, creating a shopping journey where digital insights enhanced real-world experiences. Whether exploring a bold lip color or finding complementary eye and face products, the experience allowed choices made in one moment to follow the user throughout their in-store journey—and beyond.

This connected ecosystem redefined retail engagement by blending data-driven personalization, immersive design, and inclusive UX principles. By testing these innovations in real time, we shaped a scalable model for global rollout—positioning M·A·C at the forefront of experiential beauty retail.

a Seamless Omnichannel Experience for M·A·C Through Human-Centered UX

We reimagined M·A·C’s omnichannel experience with a clear mission: to create a connected, intuitive ecosystem that places the customer at the center—whether engaging on web, mobile, or in-store. I led the UX and product design strategy for this transformation, integrating immersive technology, responsive design, and behavioral insights to deliver a seamless experience across every touchpoint.

By adopting a human-centered design approach, we prioritized user needs at every stage of the journey. Our team conducted extensive research to understand what inspires, excites, and frustrates modern beauty consumers. These insights directly shaped the creation of digital tools that were not only functional and informative, but also playful, interactive, and emotionally engaging.

We crafted an interface that blended education and entertainment—encouraging exploration, fostering connection, and inspiring product discovery. Interactive elements were purposefully designed to delight users while reinforcing brand messaging, which led to increased engagement, repeat visits, and strong word-of-mouth momentum.

The end result was a fully integrated digital and in-store experience—a cohesive UX system that merged product discovery with personalization and utility. By bridging physical and digital channels through intuitive design and platform integration, we elevated the customer journey, deepened brand loyalty, and set a new standard for beauty retail.

Augmented Reality Enhances MAC's Virtual Try-On Experience

To elevate product exploration and drive engagement across channels, we redesigned M·A·C’s Virtual Try-On experience by integrating augmented reality (AR) into both online and in-store environments. I led the UX and product design strategy behind this immersive feature, focusing on creating an intuitive, playful, and highly personalized experience that encouraged deeper interaction with the brand.

The AR-powered tool allowed customers to virtually try on a wide range of M·A·C products—from bold lipsticks to eyeshadows—using their own device or in-store interactive screens. We designed the interface to be not only functional but emotionally engaging, empowering users to capture selfies, create gifs, save favorites, and share looks instantly, creating a loop of delight, social sharing, and re-engagement.

This feature bridged digital convenience with the excitement of real-time experimentation, making beauty exploration feel both accessible and elevated. By anchoring the experience in strong UX principles—intuitive flows, responsive design, and emotional payoff—we transformed try-on moments into brand-building experiences that increased customer satisfaction, boosted conversion, and reinforced brand loyalty.

Innovative RFID-Powered "Tap and Try" Enhances Instant Virtual Try-On Experience

As part of our broader effort to reimagine the in-store beauty experience, we introduced “Tap and Try”—an RFID-powered feature designed to create a seamless bridge between physical product interaction and immersive digital try-on. I led the product design and UX strategy for this innovation, ensuring the experience was not only intuitive and magical, but also scalable for future retail environments.

With Tap and Try, customers no longer need to search or scroll through product menus. Simply picking up a lipstick or eyeshadow automatically triggers the Virtual Try-On interface via RFID, instantly displaying the selected product on a digital mirror. This touchless, real-time interaction significantly reduces friction, creating a delightfully responsive and hands-on experience that aligns with customer expectations in a digitally connected retail space.

Beyond engagement, this innovation opened new possibilities for smart packaging, contextual product storytelling, and behavioral data capture—laying the groundwork for a future where product interaction is both intelligent and personalized. Designed with ease, immersion, and wow-factor in mind, Tap and Try transforms traditional sampling into a tech-forward, customer-centered moment of discovery.

the results

Increase in engagement

In the first month

200%

Increase in MAC PASS in store engagement

33%

At the heart of the new MAC Cosmetics store experience, professional makeup artists continue to provide their invaluable expertise—a hallmark that distinguishes MAC from its competitors. In reimagining the store, we ensured this personalized service remained central to the customer journey. By leveraging aggregated preferences collected through MAC PASS STUDIO, artists are now equipped with deeper insights into customer preferences, enabling them to deliver highly personalized recommendations and more meaningful interactions. This seamless integration of technology and human expertise enhances both the customer experience and brand loyalty, ensuring that MAC's high-touch service remains a standout in the beauty industry.

qualitative feedback

The lip “tap and try” experience has been called the best section of the store due to ease of navigation, clear shade imagery, and connection to Virtual Try On (VTO).

Eye VTO is fun and engaging, so much so that we are amplifying this section with individual eye shade try on (vs. looks).

Custom Printing is a favorite element of the store, with customers loving the ability to make the lip bullet / eye palette their own.

Tap and Try is a beautiful solution that merges our omnichannel and store experience into a digitally driven world. The seamless use of mobile technologies, RFID, augmented reality and data analytics delivers an unparalleled experience to those who visit our store.

This new experience brings exceptional levels of personalisation. Everything from adding personal touches to the final packaging of purchased products to completely bespoke palettes created from the customer’s favourite colours have been considered in this push to give the user a completely unique cosmetics buying experience. And new features are planned to be rolled out in the near future. MAC is at the forefront of the future of the cosmetics experience and Valtech is proud to partner with them in bringing that future to life.

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