{"id":23115,"date":"2026-02-26T18:46:34","date_gmt":"2026-02-26T18:46:34","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23115"},"modified":"2026-02-26T18:46:34","modified_gmt":"2026-02-26T18:46:34","slug":"to-build-connection-with-its-audience-mcobeauty-is-taking-escapism-to-a-whole-new-level","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23115","title":{"rendered":"To build connection with its audience, MCoBeauty is taking escapism to a whole new level"},"content":{"rendered":"<div id=\"article-body-content\">\n<div name=\"Impact_MKBOTT_FEB26\" class=\"style__StickyAdWrapper-sc-885e0c5e-0 hcgAWK\">\n<div style=\"display:flex;position:sticky;top:10px;padding:25px 0px;will-change:opacity\">\n<div style=\"display:flex;flex-direction:column;background-color:#FCFCFF;border:1px solid var(--colors-grey-500);border-radius:var(--radius-sm)\"><span style=\"box-sizing:border-box;display:inline-block;overflow:hidden;initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:relative;max-100%\"><span style=\"box-sizing:border-box;display:block;initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;max-100%\"><\/span><img alt=\"\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" decoding=\"async\" data-nimg=\"intrinsic\" style=\"0;height:0;position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;min-100%;max-100%;min-height:100%;max-height:100%\"><img alt=\"\" loading=\"lazy\" decoding=\"async\" data-nimg=\"intrinsic\" style=\"0;height:0;position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;min-100%;max-100%;min-height:100%;max-height:100%\" src=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/02\/1772131594_17_e72a34660413a2afa17ff916d4502981bda68dff-1532x1414.jpg\"><\/span><\/p>\n<div style=\"display:flex;flex-direction:column;padding:20px\">\n<div data-ad-copy=\"true\"><span role=\"link\" tabindex=\"0\" style=\"cursor:pointer\"><\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\"><strong>Affiliate marketing has grown up.<\/strong> The new report from impact.com breaks down the five pillars of partner sophistication, shows how top teams measure creator performance with precision, and explains what actually drives revenue beyond the first click. Read the report.<\/p>\n<p><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Why settle for prestige beauty products when the hunt for an easier-on-the-wallet dupe can be a thrill?<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">That\u2019s the premise powering MCoBeauty\u2019s latest campaign and entertainment-driven activation. The effort, called \u201cIf You Know, You MCo\u201d (or IYKYMCo for short) includes a seven-episode microdrama social series starring Tana Mongeau, in which the creator gets locked in a pink, lab-like room somewhere in MCoBeauty\u2019s offices that requires beauty-themed puzzle-solving to escape. Audiences who wish they were there IRL can get involved, too: at 30 Escapology locations nationwide, MCoBeauty has set up real-life beauty lab escape rooms for guests, complete with free product giveaways.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Together, the series and in-person games are meant to create a more tangible brand world, according to Meridith Rojas, CMO at VidaCorp, MCoBeauty\u2019s parent company.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cYou\u2019ve heard a lot of brands talk about community, community, community, and how do you bring them into your marketing campaigns,\u201d Rojas told Marketing Brew. \u201cHow do you bring them into feeling more part of it, and not just [saying], \u2018lean back, watch something,\u2019 or trying to hawk them products? Instead, we wanted them to feel immersed in this world that we are creating.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5791265-8 hkfQZQ\">A whole new world<\/h2>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">MCoBeauty is well-known in Australia, according to Rojas, but in the year and a half since coming to the US, the brand has cooked up a few notable efforts designed to boost awareness, including a placement on the popular reality series <em>The Secret Lives of Mormon Wives<\/em> and an NYC shopping pop-up that unashamedly borrowed from Sephora\u2019s signature aesthetic. These moments have been brand experiments to discover how to best connect to audiences, Rojas said, and the microdrama-meets-escape-room campaign marks the next phase of that effort.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cAnyone can buy media, anyone can buy eyeballs, but you can\u2019t buy someone\u2019s interest,\u201d Rojas said. \u201cThat has to be earned, and that is so much more important, and that actually is more indicative of their desire to have a relationship to the brand.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">One important piece of bringing the escape room to life was finding a partner. Escapology rose to the top due to it having locations nationwide, which Rojas said allowed for broad community building that wasn\u2019t confined to more typical markets like New York or LA. Escapology\u2019s work with MCoBeauty is the first time the escape room company has partnered with a consumer goods brand, according to the company.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cWe find our events to be such an effective way [to land our message], but I think the only pain point was, how do you scale events?\u201d Rojas said. \u201cBeing in one city isn\u2019t actually truly a community activation\u2014it actually feels pretty isolated.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Pairing that wider IRL access with the microdrama series\u2014a format that several brands are experimenting with, and which Rojas believes is only in its beginning stages of popularity\u2014will ideally create a full entertainment experience for viewers and customers.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Part of being a marketer today is to think like an entertainment executive, she said.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cWe have to hook them with something that seems like they have to get to the end of that 60 seconds\u2026and then at the end of that, we\u2019re going to want them to go find the second episode,\u201d Rojas said. \u201cIf we can do that, that\u2019s a game changer, and [with] this microdrama series, we might go into Season 2 and 3.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5791265-8 hkfQZQ\">Dupe it<\/h2>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">As MCoBeauty looks to its future in the US market, Rojas said it has a solid foundation in its identity as a dupe brand, a category that only continues to grow with customers and investors.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cWe are a proud brand that dupes,\u201d Rojas said. \u201cWe don\u2019t shy away from that. We own that.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">MCoBeauty doesn\u2019t name the prestige beauty products it aims to dupe, but the brand seems to drop clues to customers through packaging that mimics pricier counterpoints. \u201cThere are certain things that we have to respect in terms of how we frame it,\u201d Rojas noted, \u201cand so I think the reason we\u2019ve been able to grow the way we&#8217;ve grown is that we follow the legal rules of the game.\u201d It\u2019s a strategy that she believes sets it apart from other dupe brands that have yet to do it \u201cas boldly as MCo,\u201d as she put it.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Being a loud-and-proud dupe brand isn\u2019t always positively received, but Rojas said there\u2019s been an increase in \u201cmasstige\u201d beauty brands, which has helped shift perception.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201c\u2018Dupe\u2019 was a dirty word for a long time,\u201d Rojas said. \u201c[Now] it\u2019s like the status-symbol death slash the era of gatekeeping is going away, and people see that telling their friends or followers that you can get a better deal is actually social currency. It\u2019s nothing to be ashamed of\u2026 but it\u2019s kind of our whole thing.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2026\/02\/25\/mcobeauty-marketing-strategy-escape-room-microdrama-social?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Affiliate marketing has grown up. The new report from impact.com breaks down the five pillars of partner sophistication, shows how top teams measure creator performance with precision, and explains what actually drives revenue beyond the first click. Read the report. Why settle for prestige beauty products when the hunt for an easier-on-the-wallet dupe can be [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23115","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>To build connection with its audience, MCoBeauty is taking escapism to a whole new level | Brandiary<\/title>\n<meta name=\"description\" content=\"Affiliate marketing has grown up. 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