This year, MAC has been pushing its line of matte makeup products. The brand launched a warmup campaign in late February with several KOLs like @戚薇, @UNINE_李汶翰, and @赵露思的微博. In March, MAC held its first domestic live variety show. MAC invited heavy hitters @努力努力再努力x, @李佳琪Austin, and @MAC-勺儿老师 to be judges for the first installment. KOLs such as @仇仇-qiuqiu, @大佬甜er, and @优里娜 participated in the event sharing their matte makeup skills. The campaign’s Weibo hashtag #万雾复兴# tracked 400M impressions.