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M·A·C Cosmetics · Academic team capstone · 2026
Create the
10/10 Face
in 10 Minutes.
An academic campaign concept for M·A·C Singapore, connecting three M·A·C icons to social participation, retail with M·A·C Artist support and shoppable digital journeys for Gen Z.
Role
Visual Designer, academic team
My contribution
Campaign strategy and digital applications
Market / platform
Singapore
01. The opportunity
Help Singapore Gen Z discover M·A·C faster.
M·A·C had strong brand recognition. The opportunity was to move Singapore Gen Z from inspiration to confident purchase across social, retail and e-commerce.
Our research showed that they discover products through creators, then look for skin swatches, reviews and practical proof before buying online or in store. They wanted looks that were quick to recreate, versatile across work, evenings and travel, and made to last in Singapore’s heat and humidity.
02. Campaign idea
Create the
10/10 Face
in 10 Minutes.
Participants created the 10/10 Face in 10 minutes using three M·A·C icons: foundation, concealer and lipstick. They could take part at home or book a session with a M·A·C Artist in store, then share their finished look with #MACin10SG. Three winners could win a trip for two.
Introducing the challenge, travel prize and participation route
The campaign message
The 10/10 Face:
3 M·A·C Icons.
Zero Compromise.
The campaign ran in two phases. First, Singapore beauty lovers created the 10/10 Face in 10 minutes for a chance to win a trip for two.
The winners then travelled to their assigned M·A·C fashion capital and created destination focused content, from behind the scenes moments to the makeup looks and products they wore.
03. Campaign activation
Introduces the challenge to passersby and directs them to a M·A·C Artist to take part.
Click to open a larger version.
Starts with a finished look, reveals the products, then introduces the challenge.
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04. Discovery and shopping
From campaign inspiration to the products and information people need.
LazMall made the campaign shoppable, while the campaign website brought together look discovery, participation details, booking and community content.
LazMall shopping journey
Each banner leads directly to its matching LazMall product page.
1The 10/10 Face
Foundation, concealer and lipstick form the fast routine at the centre of the challenge.
2Y2K 10 Minute Look
A complete seven product edit for shoppers who want the full finished look.
Localised campaign website
A localised campaign experience, designed around the #MACin10SG challenge. The numbered map connects each page area to its purpose.
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Click to open the full, readable and scrollable page.
Click to open a larger version.
Click to open a larger version.
Discover a look and shop it
Users select a 10 minute look, then see the exact products needed to recreate it.
Create the 10/10 Face
Create a look in 10 minutes, Film the transformation, Submit it publicly, then receive the relevant Reward.
M·A·C Artist Picks
Tips from M·A·C Artists build confidence with a base suited to humid conditions, shade guidance and ideas to make the look your own.
Social Spotlight
Selected #MACin10SG entries give users inspiration and creators to follow.
Support and services
Users can access FAQs and challenge information, chat with a M·A·C Artist, and book a makeup service to learn more about the challenge, get advice, or make a purchase.
05. Editorial extension
Travel inspiration gave the challenge another way into culture.
A sponsored F ZINE feature turned the travel prize into useful, travel beauty content, then guided readers back to the challenge and product edit.
Click to open a larger, scrollable version.
My role
Key visual and campaign strategy were developed collaboratively. I led the AI supported design and build of the campaign website, F ZINE feature and most digital applications.
Project credit
Academic team capstone, not commissioned or launched by M·A·C.