When Marketing Becomes Performance Art: The Doja Cat x MAC Masterclass

At the VMAs, Doja Cat didn’t just walk the red carpet, she devoured it. Literally. The moment she ate a lipstick left fans gagged (pun intended) and instantly went viral. But here’s the catch: this wasn’t chaos for chaos’ sake. It was a meticulously planned brand stunt, and it’s now the foundation for her role as MAC’s newest Global Ambassador.

• That lipstick? Not makeup—it was a hyper-real chocolate creation by celebrity pastry chef Amaury Guichon 🍫💄.

• The moment made headlines worldwide and blurred the line between beauty and performance art.

• Shortly after, MAC confirmed Doja as their new Global Ambassador, sealing the collab with a bang.

This wasn’t just a random stunt. Here’s why it clicked:

• Shock value with substance: Eating lipstick is weird, but it made you look twice. The reveal (chocolate) added intrigue and delight.

• Perfect brand alignment: Doja’s whole persona is bold, playful, boundary-breaking—exactly how MAC wants to be perceived.

• Momentum timing: Doja’s new music era + VMAs spotlight made the timing electric.

• Storytelling layers: First the stunt, then the reveal, then the partnership. A full narrative arc, not just a one-off moment.

Not every brand needs to pull a lipstick-chocolate stunt, but the playbook is clear:

1. Find authentic collabs: Choose ambassadors who naturally embody your brand values.

2. Don’t be afraid of boldness: Safe marketing rarely goes viral,calculated risk is your friend.

3. Time it with culture: Align campaigns with big cultural or industry moments to maximize impact.

4. Think beyond one post: Build a campaign arc (tease → shock → reveal → storytelling).

Doja x MAC proves that stunts can be strategy when they’re rooted in authenticity. If your brand’s ready to step into the spotlight with ideas that actually stick, we’re here to make it happen.

✨ Let’s chat!