Project overview

MAC is re-releasing Pink Pigeon, one of its most iconic shades, in a limited-edition redesign that redefines what pink means in today's beauty landscape. After listening to MAC's audience and researching current market shifts, it became clear that customers are moving away from minimalist, nude palettes and embracing more expressive colors. Pink Pigeon's electric vibrancy captures this cultural shift perfectly, offering both nostalgia and a modern reframe. This campaign isn't just about bringing back a discontinued shade; it's about repositioning pink as a statement of confidence and individuality; a symbol of bravery, fun, and raw self-expression. By reintroducing Pink Pigeon with a new identity, the campaign invites consumers to reclaim the joy of being bold, flawed, real, and unapologetically themselves. What customers want today are products that enable self-expression over perfection, and this campaign aims to give them exactly that.