On the occasion of the launch of its renewed MACximal lipstick line, the cosmetics firm M·A·C, part of Estée Lauder, carried out an original activation in Madrid’s Plaza del Callao, which was broadcast live on the screens of Callao City Lights. The action, which took place last weekend, turned Callao into a real make-up set where it was possible to try, in situ and from the hands of several artists, the new M-A-C proposal for lips.

M·A·C counted with the presence of several influencers who were also made up in the set placed for the occasion in the center of the square. All the participants were able to have their photos taken in the photo booth set up behind the set, where they were given a strip of 4 photos and entered into a draw to win a set of the brand’s lipsticks. They also received a free make-up test at any of the M-A-C centers in Madrid.

The action, developed by M·A·C in collaboration with Futura Project and managed by MediaKeys, was broadcast live, for two half hours on Friday afternoon and for an hour on Saturday afternoon, on the screens of Callao City Lights. This made it possible to follow step by step the make-up process of the participants in the action.

 “Las retransmisiones en Callao City Lights permiten ver en detalle lo que en ese momento está ocurriendo en la plaza o en cualquier otro lugar del planeta, generando gran visibilidad y fomentando la participación del público de la zona”, señala Gorka Pagazaurtundua, director comercial de Callao City Lights.

M·A·C ha querido presentar de esta manera su icónico lipstick MACximal, ahora con más color, duración y confort, gracias a los ingredientes beneficiosos para los labios (manteca de cacao, aceite de coco y manteca de karité) incorporados a la línea de labiales.