THE WHAT? The Estee Lauder Companies-owned MAC Cosmetics has launched what it is describing as a ‘world-first’ 3D experience in Riyadh, according to a report published by About Her.

THE DETAILS The prestige make-up brand’s MAC Stack Mascara launch was heralded with one of the world’s largest interactive outdoor displays with 3D animations across 82 screens.

The mascara, which has been two years in development, promises weightless volume, clump resistance and 24hr wear.

THE WHY? MAC is promoting its latest launch to Middle Eastern customers with a dedicated game and outdoor advertising, presumably in a bid to grab attention and get the tills ringing as gaming grows in popularity.