Doja Cat sent the internet into a frenzy on Sunday night when she took a bite out of — what looked like — one of MAC Cosmetics’ Lady Danger lipsticks on the MTV Video Music Awards red carpet. The unexpected stunt drove $2.8 million in media impact value for the makeup brand, according to a new report from Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
Doja Cat after she bit into a MAC lipstick at the MTV Video Music Awards.
MAC Cosmetics later revealed the “makeup product” was actually an edible, chocolate-coated replica made by world-famous pastry chef Amaury Guichon. The theatrics were planned to tease the 29-year-old’s new ambassadorship with the brand.
“Welcome to the MAC family, Doja,” said Aïda Moudachirou-Rebois, MAC Cosmetics senior vice president and global general manager, in the official press release. “MAC has always been a platform for artists, performers and creatives who shape culture. Not only is Doja one of the most exciting voices of her generation, we love her creativity, unique artistry and fearless spirit, which resonate around the globe. We could not think of a more perfect partner to help us write the next chapter of MAC’s story.”
Doja Cat’s makeup was comprised entirely of MAC products.
In an email sent exclusively to WWD, Nicola Formichetti, MAC’s global creative director, said: “Doja is fearless, subversive and completely original, which is everything MAC stands for. She doesn’t just wear makeup; she uses it as an art form. Together, we’re going to create campaigns that feel disruptive, joyful and unapologetically MAC.”
The “Streets” performer’s new partnership with MAC Cosmetics will see her star in several campaigns for the brand’s hero products in the coming months, some of which were used in to create her visage at the annual awards show.
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