In preparation for CNY and Valentine’s Day, MAC @MAC魅可 has launched a Lunar New Year makeup collection. MAC’s marketing broke the mold of other CNY focused campaigns by forgoing the “year of the dog” gimmick and making the peach blossom and luck the focal points. Many beauty influencers, including @赖赖是Zoe, @-JoyceLemon-, and @Cicicely were commissioned to create “how to” video tutorials and blog posts. MAC also collaborated with Astrology influencer @Alex是大叔 to create an H5 fortune telling app. The campaign’s Weibo hashtag #蜜运无处桃# has tracked 17.5M impressions and 2.3K discussions. In the past week, 95 influencers mentioned MAC in 136 posts, generating ¥6.1M in social media exposure value.