O Último Beijo

MAC wanted to celebrate Carnival, a moment when its audience, largely young, fashion-forward, and self-expressive, already sees makeup as the protagonist, while also launching singer IZA's new lipstick, an artist who carries exactly that audience.

At Carnival, the mask is the central ritual of the celebration. What if the mask itself were made entirely of makeup? The idea connected the product to the cultural moment perfectly, without forcing the link.

We created "O Último Beijo," a masquerade ball whose only rule was that masks had to be made entirely of makeup. IZA was crowned Queen of the Ball, echoing the tradition of samba school drum queens and reinforcing her connection to Brazilian culture at the exact moment of her lipstick launch.

Exclusive event bringing together influencers and personalities from fashion and beauty, amplified on social media.

The action cemented MAC as the brand that celebrates individuality through makeup, delivering a genuine cultural moment, not just a launch campaign.