Yesterday, MAC Cosmetics officially launched into Sephora US with a Times Square takeover led by none other than “The Traitors” winner, Rob Rausch.
ICYMI, MAC set the internet buzzing with a shirtless Instagram selfie of Rob with “MAC is at Sephora” written in lipstick (MAC obviously). As he caption suggested, at 6pm, Rausch arrived in Times Square in a custom MAC x Sephora–branded pedicab to pose for photos in front of his raw mirror selfie projected across The North Star’s massive 17,000-square-foot LED screen.
He then headed into the Sephora Times Square store, where he greeted fans at the MAC space and paused for a quick concealer touch-up before continuing the celebration.
Of this surprise activation, Nicola Formichetti, MAC Global Creative Director, tells The Tease, “When two icons like MAC and Sephora come together, it calls for a moment that is playful, current and deeply rooted in culture. Rob Rausch, fresh off his win on ‘The Traitors’ and at the center of online conversation, was our perfect collaborator.” He adds, “We teased his bold, internet-driven selfie first, then unveiled it on a large Times Square billboard, juxtaposed with our elevated MAC visuals featuring Chappell Roan. This contrast of raw virality and elevated visuals cut through the noise, reinforcing that MAC is for all expressions and everyone, and always on the pulse of culture.”
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