Doja Cat sent the internet into a frenzy on Sunday night when she took a bite out of — what looked like — one of MAC Cosmetics’ Lady Danger lipsticks on the MTV Video Music Awards red carpet. The unexpected stunt drove $2.8 million in media impact value for the makeup brand, according to a new report from Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.

MAC Cosmetics later revealed the “makeup product” was actually an edible, chocolate-coated replica made by world-famous pastry chef Amaury Guichon. The theatrics were planned to tease the 29-year-old’s new ambassadorship with the brand.

“Welcome to the MAC family, Doja,” said Aïda Moudachirou-Rebois, MA

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