M.A.C
M.A.C x Honor of Kings cosmetics
Following the release of five limited edition lipsticks last year in China, MAC cosmetics renewed its partnership with Tencent's Honor of King (aka Arena of Valor in the West) for a new male-inspired limited-edition collection, including highlighters, lipsticks, eyeshadow palettes. Given the cult players have for customising their virtual characters, and how much the mobile game is a hit in the cosplay community, the collabs were an instant success. Available exclusively online, the products sold out in less than 24 hours across all sales channels (MAC website, Tmall, WeChat).