MACximal is a key franchise launch that will introduce four different lipstick textures over the fiscal years while gradually phasing out older MAC lipsticks. This year, the launch began with the matte texture, featuring 40 shades. The display was designed to group lipsticks by color category for easy navigation, with hero shades highlighted. Bold geometric forms were incorporated, along with the franchise’s signature brand codes—silver, black, and red—to reinforce brand equity and ensure a cohesive visual identity.