M.A.C taps Doja Cat for global brand heat

Plus: Peach & Lily’s unbranded launch fuels 5x engagement

Author

Zihan Lyu
September 10, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- M.A.C taps Doja Cat for global brand heat
- Peach & Lily’s unbranded launch fuels 5x engagement
- ISDIN and Carlos Alcaraz launched 'The Alcaraz Formula'

Peak isn’t won with a last-minute conversion push. Fospha data proves that the strongest brands plan full-funnel, measure what platforms miss, forecast into channels with headroom, and track daily performance with confidence.

The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

M.A.C named Doja Cat its new global ambassador, debuting the partnership with a VMA red-carpet stunt as creative director Nicola Formichetti pushes bolder artistry. The tie-up aims to reignite cultural heat and conversion as Estée Lauder seeks momentum amid US and China softness. Expect content-driven campaigns across social and retail that turn spectacle into shoppable storytelling.

Peach & Lily sent unbranded ampoules to dermatologists and chemists, then revealed the brand at a New York event, delivering a 5x engagement lift and 1 million impressions in two hours. The expert-first, no-trending-audio approach shows credibility plus mystery can outperform trend-chasing in launch playbooks. Education-led brands can adapt this format to drive efficient awareness and trial.

ISDIN and Carlos Alcaraz launched 'The Alcaraz Formula,' a global platform tied to FusionWater MAGIC, billed as the only sunscreen co-created with an elite athlete. The program activates across the US, Latin America and Spain, reframing sun protection as performance gear while driving skin cancer prevention awareness. Athlete-led co-creation can unlock credible sports partnerships and new usage occasions for SPF.

⚡QUICK READS

Victoria Beckham Launches Skincare-Infused Foundation Drops: Serum-like foundation co-developed with Augustinus Bader’s TFC8 across 19 shades underscores the premiumization of complexion via skincare-science tie-ups.(More)

Louis Vuitton Enters Makeup With Pat McGrath: LV’s $160 lipsticks and $250 palettes test demand for ultra-premium color, prompting retailers to rethink merchandising, security and allocation for luxury makeup.(More)

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