In this instance, the brand’s team in China was given autonomy and the freedom to work closely with Tencent to create the collection. partnerships usually have to be greenlit by the brand’s headquarters. Currently, there are more female players than male players on “Honor of Kings”.Īs an international brand, all M.A.C. The brand saw a real opportunity for a hit collection as “Honor of Kings” has a large female following with a similar target demographic as M.A.C. China marketing director Weng Yanling mentioned that players would associate the characters with some of M.A.C.’s iconic lipstick shades. In an interview with Chinese website LadyMax, M.A.C China noted that the game’s 200 million monthly players inspired the idea for the collaboration. The collection comprised of five lipsticks based on five heroines from the game and was available on Tmall, M.A.C.’s online store, and a WeChat mini program.
