CASE STUDY
Moghul Muse Meets Modern MAC
In January 2015, MAC Cosmetics collaborated with BollyDoll — the vivid, storytelling brand created by visual artist and singer Amrita Sen — to launch a limited-edition accessories collection. With designs inspired by Indian Moghul prints, the campaign brought to life an illustrated world of color, art, and music. SNA Communications led the public relations effort behind the global campaign rollout.
THEIR STORY
M·A·C COSMETICS
M·A·C (Make-up Art Cosmetics), a leading brand of professional cosmetics, was created in Toronto, Canada in 1984 and is part of The Estée Lauder Companies, Inc. The company's popularity has grown through a tradition of word-of-mouth endorsement from makeup artists, models, photographers and journalists around the world. M·A·C is now sold in 95 countries/territories worldwide. Follow M·A·C and M·A·C Senior Artists on Twitter @MACcosmetics (twitter.com/maccosmetics and a list of the Senior Artists can be found here twitter.com/MACcosmetics/mac-senior-artists/members), become a M·A·C fan on Facebook (facebook.com/maccosmetics), follow M·A·C on Instagram (instagram.com/maccosmetics), watch M·A·C videos on YouTube (youtube.com/maccosmetics). For a M·A·C location visit maccosmetics.com.
BOLLYDOLL
BollyDoll was created by singer, songwriter and visual artist Amrita Sen, whose memorable 2009 Academy Awards performance of “Jai Ho” from the movie Slumdog Millionaire was performed with music legend AR Rahman. In the art world, Amrita debuted her illustrations at Art Basel in Miami Beach in 2011 and Art Wynwood in 2012. The art featured in these exhibits formed the basis of Amrita’s launch of the BollyDoll brand, which today is a leading brand in women’s fashion found high end department stores Dillard’s and Nordstrom. BollyDoll collaborates with M·A·C on a debut accessories collection in thirty countries launching January 2015. For more BollyDoll visit bollydoll.com.
THE CHALLENGE
Beauty Without Borders
Launching the MAC x BollyDoll collaboration required a thoughtful approach to introduce a culturally inspired, visually intricate accessories line to a global audience. The campaign needed to balance MAC’s high-end brand identity with BollyDoll’s imaginative aesthetic while standing out in a highly competitive beauty landscape. Ensuring the collaboration resonated across diverse markets meant crafting messaging that celebrated artistic storytelling while driving strong media impact, influencer engagement, and consumer interest.
Key Challenges:
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Introduce BollyDoll, a niche artistic brand, to a global beauty audience.
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Preserve MAC’s luxury positioning while highlighting BollyDoll’s vibrant cultural roots.
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Generate standout visibility in a crowded beauty and accessories market.
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Create messaging that resonated across 15 international markets with diverse cultural sensibilities.
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Secure top-tier media placements across fashion, beauty, lifestyle, bridal, and entertainment outlets.
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Engage influential beauty bloggers and experts with authentic, visually engaging content.
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Drive measurable media impressions, social reach, and audience engagement worldwide.
"Working with SNA Communications on the MAC x BollyDoll Accessories Collection was an exceptional experience. Their team executed a sophisticated, full-funnel global communications strategy that seamlessly blended luxury collab brand launch with dynamic influencer engagement. From top-tier media placements to curated digital campaigns with leading beauty influencer and skincare experts, SNA delivered results at every level. Their ability to grow our vision across international markets made them a truly invaluable partner."
JAMES YIU
EXECUTIVE DIRECTOR, GLOBAL COMMUNICATIONS, MAC COSMETICS
THE SOLUTION
CHANNELS + SERVICES
To bring the MAC x BollyDoll collection to life, SNA Communications executed a multifaceted luxury campaign strategy rooted in cultural storytelling, strategic media outreach, and high-impact influencer partnerships. By aligning the campaign with key beauty, fashion, bridal, and lifestyle media across 15 global markets, SNA maximized visibility for the launch. Simultaneously, we engaged over 100 influential beauty bloggers and skincare experts to authentically share their personalized experiences with the collection. Through exclusive product previews, curated content opportunities, and rich visual narratives anchored in Amrita Sen’s artwork, we ensured every touchpoint conveyed the collaboration’s unique cultural and creative identity—elevating both brands and generating meaningful engagement across platforms.
Key Solutions:
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Developed a luxury PR campaign rooted in visual storytelling and cultural authenticity.
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Targeted top-tier beauty, fashion, lifestyle, bridal, and entertainment media in 15 global markets.
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Partnered with over 100 beauty influencers and skincare experts to expand social reach and drive organic content.
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Facilitated exclusive previews and hands-on experiences with the collection to foster authentic reviews.
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Crafted media materials and visuals that celebrated Amrita Sen’s art and the collection’s Moghul-inspired design.
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Ensured consistency in messaging while tailoring outreach for diverse cultural audiences.
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Leveraged the synergy between BollyDoll’s vibrant narrative and MAC’s iconic brand equity to create buzz and drive demand.
DEFINING SUCCESS TRANSCENDING METRICS
The MAC x BollyDoll campaign achieved exceptional global visibility and brand resonance, capturing the attention of beauty consumers, media, and influencers alike. SNA Communications secured high-profile editorial placements in top-tier outlets including Marie Claire, Vogue, Elle, Allure, Lucky, Yahoo!, Asian Bride, and Bridal, along with influential beauty blogs such as Temptalia, BeautyAlmanac, Swatch & Review, and Beauty Insider. The campaign generated an estimated 171 million media impressions across 15 key markets, complemented by over 45 million social media impressions across Instagram, X (formerly Twitter), Facebook, YouTube, TikTok, and Google+. Strategic influencer engagement led to over 4.2 million interactions—including likes, shares, and comments—and a verified true reach of 21.6 million, driven by personalized storytelling and rich visual content. The collaboration successfully elevated both MAC and BollyDoll’s brand equity, sparking widespread consumer interest and setting a new benchmark for culturally inspired beauty campaigns.
PERFORMANCE
171M+
79+
45M+
MEDIA IMPRESSIONS
MEDIA PLACEMENTS
SOCIAL MEDIA IMPRESSIONS
21.6M+
100+
4.2M+
TRUE REACH
BEAUTY INFLUENCERS + SKINCARE EXPERTS
ENGAGEMENT
"Collaborating with SNA Communications on the MAC x BollyDoll Accessories Collection was a deeply inspiring and seamless experience. They honored the heart and soul of the BollyDoll brand, translating its artistic essence into a powerful global campaign. Their strategic approach—from media relations to influencer engagement—brought our story to life across platforms and cultures. SNA’s dedication and creativity made this launch truly magical."
AMRITA SEN
FOUNDER & DESIGNER, BOLLYDOLL
