After using Instagram Shopping to boost awareness of its new makeup collection, MAC Cosmetics sold out all products just one minute after the launch, and created a steady stream of shoppers on Instagram post-launch.

Camera-ready makeup

Launched in 1984 from a department store beauty counter in Toronto, Canada, MAC Cosmetics quickly grew in popularity by word-of-mouth recommendations from stylists and fashion editors. Today MAC is part of the Estée Lauder Companies, and is sold in over 105 countries worldwide.

one minute

to sell out product collection via Checkout on Instagram


visits to the product via Checkout on Instagram


reminders set pre-launch

The tremendous success of the MAC Selena La Reina launch is a testament to the power of Instagram Shopping in generating sales and excitement for new products and collections. We look forward to exploring additional ways to leverage Instagram Shopping to better connect with our customers and improve the online shopping experience.
Reaching more makeup shoppers

MAC Cosmetics wanted to reach more online makeup shoppers, drive awareness for the launch of the MAC Selena La Reina collection, and boost sales.

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Launching exclusively on Instagram

To celebrate 25 years of Selena Quintanilla's enduring legacy, MAC Cosmetics created its new “Selena La Reina” rose-embellished collection to honor the life of the Queen of Tejano music. With this compilation of rich shades for the eyes, lips and face, fans can embrace Selena’s statement look.

MAC decided to promote the collection exclusively through Instagram Shopping. The brand used the product launches feature, which is available to businesses that use Checkout on Instagram, to announce the launch date on Instagram. With this feature, people could preview details and set reminders to buy as soon as the collection was available.1 Two weeks prior to the official launch, MAC also used the product launches feature to debut a limited quantity of the collection and drive anticipation among Selena’s online community of fans, which continued to grow with each new teaser on MAC’s Instagram channel.

Celebrities, influencers and MAC makeup artists also fueled demand by expressing their excitement for the launch through Instagram posts. The day before the launch, MAC Cosmetics used push notifications and countdown stickers to engage with customers who had opted in to shop for the collection. As a result, on launch day, the collection sold out in less than one minute―with customers using the Checkout on Instagram feature to conveniently, securely and seamlessly make their purchases within the app.

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Next, MAC Cosmetics used Instagram posts and ads to drive pre-orders for the full collection, which was available for online purchase two weeks after the initial launch date. Those products sold out in just two days. To sustain momentum, it also regularly tagged the products, and let MAC makeup artists tag the collection in their own Instagram feed or Stories posts.

The launch of MAC’s Selena Le Reina collection through Instagram Shopping created a loyal base of shoppers who have continued to come back and shop for further products on its new ecommerce channel, Instagram. Running from April 6–May 31, 2020, MAC Cosmetics’ Instagram Shopping campaign resulted in:

  • one minute to sell out collection via Checkout on Instagram

  • 280,000 visits to the product via Checkout on Instagram

  • 32,300 reminders set pre-launch