MAC debuts interactive storybook for its new holiday collection

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Indy Lifestyle Online

MAC cosmetics debuted a fully-animated storybook video on its YouTube channel on November 1 to promote its new holiday makeup range, A Tartan Tale (now available for sale online and at MAC boutiques worldwide). The nearly seven-minute clip follows the fictional character of Myfanwy in a magical fairytale involving pixies, punks and an enchanted princess, while showcasing top looks from the Scottish-inspired beauty collection.

The animated storybook was written by Laren Stover and Paul Gregory Himmelein and features whimsical illustrations by Tim Walker and fantasy sets by Andy Hillman. The tale is narrated by PJ Sosko, who possesses an unmistakable Scottish accent.

In addition to the online video, MAC also debuted a free iPad application on October 26 dedicated to its new collection that includes an interactive audio book of A Tartan Tale, a mini-history of the tartan print, as well as direct access to where shoppers can view and buy the entire Tartan Collection.

MAC's new holiday collection features six eye shadows with an embossed tartan pattern, four eye pencils, five new lipsticks, five dazzleglass creme glosses, three concentrated loose powder color pigments, two powder blushes, two nail lacquers, and a volumizing mascara. The color palette of A Tartan Tale is edgy and bright (greens, blues, mauves, fuchsia pink). Think Scottish nobility and kilts meet punk rock culture and tattoos.

MAC (Make-up Art Cosmetics) is a leading global brand of professional cosmetics. It was created in Toronto, Canada in 1984 and is now part of The Estée Lauder Companies, Inc.

The cosmetics brand isn't the only one to roll out an unique advertising campaign this fall. Prada recently released on its website the Fantasy Lookbook for its Fall/Winter 2010 collection, which mixes real-life photography with digital illustration. And Polo Ralph Lauren advertised its Fall/Winter 2010 children's collection via an interactive online storybook, "The RL Gang," in which shoppers could click and buy the characters' outfits directly from the digital pages.

Shop MAC Cosmetics online:

Watch the interactive video storybook on MAC's YouTube page:

Buy the iPad application for A Tartan Tale: