THE WHAT? The Estee Lauder Companies-owned MAC Cosmetics is to be sold via ASOS’ US site, according to a report published by WWD.
THE DETAILS The brand is currently listed on the online fashion retailer’s French, UK, UAE and Italian sites.
The launch on the US site is being promoted via a dedicated campaign featuring street-cast models from around the US. Some 474 MAC products will be available via ASOS, with new launches each month.
“ASOS x MAC is so right and so now. Both brands align in bringing quality, creativity and self-expression to fashion and beauty,” Fatima Thomas, MAC Cosmetics Senior Artist for North America told WWD. “Having an artistry-driven cosmetic brand like MAC on the ASOS platform allows consumers the convenience and imagination to do amazing self-styling from head-to-toe.”
THE WHY? The pandemic has highlighted the importance of online retail, making this a win for MAC while the new addition forms part of ASOS’ wider strategy to expand its cosmetics offer in the US.