Ruonan Zheng
Feb 12, 2019

Tencent game tie-in sends lipstick sales soaring

Cosmetics brand M.A.C. scored a big success with special-edition lipsticks co-branded for the Tencent mobile game 'Honor of Kings'.

It’s a rare case of the mobile game meets cosmetics brand. And it proves that a partnership may not have to make sense to everyone if it generates sales.

Recently, the extremely popular Tencent mobile game “Honor of Kings” Western version titled “Arena of Valor” and high-end cosmetics brand M.A.C. released five co-branded limited-edition lipsticks that were available on Tmall, the M.A.C. website, and a WeChat mini-program.

The impetus for the...

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