Philippine Twitter has been taken over by talk of a new MAC lipstick. While there are plenty of Filipino beauty junkies, this isn’t solely because of makeup.
Last night, the makeup brand finally launched its collaboration with local actress Maine Mendoza, a peachy-nude lipstick with a matte finish named after her Instagram handle @MAINEDCM.
The launch just about broke Philippine social media. As of this article’s posting, #MainedcmMacMakerLaunch is still the number one trending topic on Philippine Twitter. #MaineForMAC and the search term “Maine Mendoza” are also in the top 10.
This shouldn’t really come as a surprise to anyone who’s even slightly familiar with Mendoza. After all, her entire career is built on online virality.
She first gained popularity for her videos on the app Dubsmash where she humorously lipsynced to songs and sound clips from pop culture.
In 2015, she became immensely popular after joining the cast of noontime variety show Eat Bulaga, where she was known as YayaDub. YayaDub (literally NannyDub) was a character in the show’s Kalyeserye (Street TV series) segment who was romantically paired with a man played by actor Alden Richards.
Their love team known as AlDub was so popular, hashtags about the couple would trend on social media every day — all thanks to a dedicated fan army.
They became so popular that BuzzFeed even produced an “Americans React to #Aldub” video.
The pair’s popularity launched both actors’ careers but the success came with a dark side. Like other Filipino love teams, AlDub became popular because fans were made to believe that the two were actually dating in real life.
For a while, it worked fine for everyone involved. Mendoza and Richards became the country’s hottest stars, raking in ad and movie deals left and right. However, it proved to be too much for Mendoza.
In an open letter in November, she asked for “freedom” and said: “‘Alden and I are just friends.” This came after fans were outraged that she appeared in another guy’s Instagram Story.
The Kalyeserye segment is now defunct but Mendoza’s popularity has not waned. Last year, she was the fifth most tweeted celebrity in the world, higher than former One Direction members Harry Styles and Niall Horan and right below Justin Bieber.
She currently has 4 million followers on Twitter and 3 million followers on Instagram.
Her collaboration with MAC also roots from her social media influence. The project was first announced in January and Mendoza was one of 12 online influencers who worked with the company.
She’s a perfect pick too. In 2015, MAC’s Ruby Woo lipstick was sold out in more than 10 of the brand’s counters in the Philippines all because Mendoza wore it in a commercial.
Looks like the same could happen with her new lipstick.
According to MAC, the @MAINEDCM lipstick will be available on website Lazada by Friday, in SM Megamall on Saturday, and nationwide on Sunday.
The post MAC lipstick breaks PH Twitter thanks to collab with popular actress appeared first on Coconuts.