How M.A.C Cosmetics pivoted physical retail to e-commerce during COVID-19

M.A.C Cosmetics, a leading global beauty brand, pivoted into e-commerce and digital brand experiences as COVID-19 shut down its physical retail stores.

Why it matters

Brands with a strong physical retail presence have been hit hard by the COVID-19 pandemic, but brands which have leaned into direct-to-consumer and digital brand experiences during COVID-19 are well positioned to weather the storm.

Key takeaways