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Library/Product/MACStack Mascara
Grade B20 sourcesHIS-00619

MACStack Mascara

Product · 2022 · Niche

38Editable slideCertificate

Glossy reported MACStack was Ulta’s No. 1 mascara in its first week and sold out online.

Original · Kelly Rose Sarno
Clip · @mikaylanogueira on TikTok
Clip · @rachrigler on TikTok
Clip · @patrickstarrr on TikTok
Clip · @meredithduxbury on TikTok
Clip · @roseandben on TikTok
Clip · KrystalKBeauty on YouTube
Ok you guys. Holy shit. @maccosmetics SHOWED UP! #macstack #30mascaras
@kellyrosesarno on TikTok
Original MACStack mascara with its tube and brush.
MAC Cosmetics
@kellyrosesarno this is easily one of the best mascaras I’ve ever used. #makeup #mascara #beauty
@mikaylanogueira on TikTok
NEW MAC STACK MASCARA! 10 HR WEAR TEST!
KrystalKBeauty on YouTube
Pulse Advertising x MAC Cosmetics went viral - Pulse Advertising
Pulse Advertising
Strong Fiscal 2022 Third Quarter Results Amid Market Headwinds
The Estée Lauder Companies
A mascara that is ACTUALLY worth the hype #mascara
@rachrigler on TikTok
🤯I didn’t know there were 2 VERSIONS! #MACStackMascara @maccosmetics #review #beautyreview
@patrickstarrr on TikTok
Screenshot of an excited TikTokker showing off her makeup
TRIBE
MAC's new MACStack mascara has already gone viral on TikTok
Glossy
Tiktok Sold Me On MAC MACStack Mascara - Musings of a Muse
Musings of a Muse
This Mascara Is TikTok’s “It” Makeup Product Right Now on The Viral List - YPulse
YPulse

Spread Score

How it works
Reach21Contagion45Breadth30Velocity60Longevity5038

Numbers

Pulse’s commissioned rollout, March 21–April 15
15M
As of Apr 15, 2022 · Self-reported · Pulse Advertising
Peak date
Week of Mar 21, 2022
Mar 1 ’22 to Week of Mar 21, 2022
Platforms
6
Started on TikTok
Origin
Mixed
Beauty & personal care

Mechanics

  • Response chainPrimary
  • Creator relay
  • Unscripted proof
  • Visible in use
  • Press loop

How it spread

Trace the origin

Sarno’s purchased review prompted creator responses during a launch supported by gifting and paid media. MAC reported an Ulta sellout, and agencies disclosed commissioned creator rollouts. TikTok listed MACStack among its year-end shopping trends.

Dates use the stated precision; chart positions are date anchors.

Google searchesFeb ’22MarAprMayJulSepNovPeakOpen webPressRetailTikTokInstagramYouTube
Open webPressRetailTikTokInstagramYouTube

12 more events on this chart

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Timeline (15)

  1. February 2022

    Allure Beauty Box precursor · Feb 7 ’22

    Allure offered MACStack as a February new-member gift before the March retail launch.[1][2]

    Open the first post ↗

  2. Terry Barber / Richard Quinn precursor · Feb 19 ’22

    MAC’s Terry Barber used MACStack on models at Richard Quinn’s London Fashion Week show.[3]

  3. Allure Beauty Box precursor · Feb 24 ’22

    Allure reviewed MACStack and described beauty-box members’ access ahead of the March retail launch.[2]

Origin
Mixed
Sector
Beauty & personal care
Region
US
Pulse’s commissioned rollout, March 21–April 15
15M
As of Apr 15, 2022 · Self-reported · Pulse Advertising
Evidence
Grade B

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164M views

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Retail · 2022

56
Replying to @Karton which way round would you rock this? 🔥 #fyp #viral #streetwear #stussy

Duck Army

Instagram · 2015

55
Kevin Synnes on Instagram: "The original video... Husk lyd! :D for licensing / usage, please contact licensing@viralhog.com #duckarmy #viralhog #funny #biltema #kristiansand #friday #vacation #ducks…

Peaked at #2

Lady Hale's spider brooch

X · 2019

47
@madpaduk @IanDunt It's on its way to Westminster.

6.5K sold

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How the next thing spread, the week it does.

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Google searchesFeb ’22MarAprMayJulSepNovPeakOpen webPressRetailTikTokInstagramYouTube
Open webPressRetailTikTokInstagramYouTube

12 more events on this chart

Join free to see them

  1. February 2022

    Allure Beauty Box precursor · Feb 7 ’22

    Allure offered MACStack as a February new-member gift before the March retail launch.[1][2]

    Open the first post ↗

  2. Terry Barber / Richard Quinn precursor · Feb 19 ’22

    MAC’s Terry Barber used MACStack on models at Richard Quinn’s London Fashion Week show.[3]

  3. Allure Beauty Box precursor · Feb 24 ’22

    Allure reviewed MACStack and described beauty-box members’ access ahead of the March retail launch.[2]

  1. precursor · Mar 1 ’22

  2. seed · Mar 1 ’22

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

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