Doja Cat despatched the web right into a frenzy on Sunday night time when she took a chunk out of — what appeared like — one among MAC Cosmetics’ Girl Hazard lipsticks on the MTV Video Music Awards crimson carpet. The surprising stunt drove $2.8 million in media affect worth for the make-up model, in line with a brand new report from Launchmetrics. MIV is a proprietary metric that assigns an precise financial worth to advertising and marketing methods throughout print, on-line and social media to calculate return on funding.
Doja Cat after she bit right into a MAC lipstick on the MTV Video Music Awards.
MAC Cosmetics later revealed the “make-up product” was really an edible, chocolate-coated duplicate made by world-famous pastry chef Amaury Guichon. The theatrics have been deliberate to tease the 29-year-old’s new ambassadorship with the model.
“Welcome to the MAC household, Doja,” mentioned Aïda Moudachirou-Rebois, MAC Cosmetics senior vice chairman and international normal supervisor, within the official press launch. “MAC has all the time been a platform for artists, performers and creatives who form tradition. Not solely is Doja probably the most thrilling voices of her era, we love her creativity, distinctive artistry and fearless spirit, which resonate across the globe. We couldn’t consider a extra good accomplice to assist us write the subsequent chapter of MAC’s story.”
Doja Cat’s make-up was comprised solely of MAC merchandise.
In an e mail despatched solely to WWD, Nicola Formichetti, MAC’s international artistic director, mentioned: “Doja is fearless, subversive and utterly authentic, which is every part MAC stands for. She doesn’t simply put on make-up; she makes use of it as an artwork type. Collectively, we’re going to create campaigns that really feel disruptive, joyful and unapologetically MAC.”
The “Streets” performer’s new partnership with MAC Cosmetics will see her star in a number of campaigns for the model’s hero merchandise within the coming months, a few of which have been utilized in to create her visage on the annual awards present.
