MAC Cosmetics has launched a new campaign with a star-studded cast in celebration of the latest additions to its line of complexion products – Studio Radiance Skin Tint Stick and Studio Radiance Serum-Powered Cushion Foundation [launching in APAC + China only].
The 'We All Wear MAC' campaign is rolling out globally as the Estée Lauder Companies (ELC)-owned brand shifts focus to “effortless, authentic skin”, brought to life by a “global cast of cultural tastemakers whose lives, routines and personal styles are uniquely their own”, according to the brand.
Global Creative Director Nicola Formichetti teamed up with photographer Zhong Ling to create the campaign.
“‘We All Wear MAC’ is a celebration of togetherness, a tribute to the incredible global community we are so proud to be part of,” said Formichetti.
“For this campaign, we wanted the makeup to feel effortless, allowing each person’s individuality to shine through.
“At MAC, beauty is about celebrating who you are.”
The campaign brought together 12 global stars spanning music, sport, fashion, reality television, content creation, screen and stage.
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This included brand ambassadors singer and rapper Doja Cat and South Korean-American singer, and member of girl band MEOVV, Ella Gross.
Argentine pop artist Tini and Indian-American singer-songwriter Rhea Raj, sister of Katseye’s Lara Raj, also feature alongside Brazilian actor André Lamoglia and Olympic gold medalist Masai Russell, a champion hurdler.
Additionally, Japanese model and creator Mikiya and French creator Bách Buquen both join the line-up alongside South Sudanese model Aker Akway and Japanese model, actress and television personality Ahn Mika.
Love Island USA breakout star Olandria Carthen and drag royalty Violet Chachki also appear in the campaign.
The brand’s new Studio Radiance Skin Tint Stick offers sheer, buildable coverage and hydration through a hybrid format that claims to deliver up to 24 hours of wear time.
Launched in 20 shades, the sku is formulated with 73% skin care ingredients, as Director of Makeup Artistry Terry Berber noted that the product “draws inspiration from the early 1990s, when skin was minimally dressed but super-polished”.
Berber added: “The result is an easy-to-achieve, natural skin finish that’s not overly radiant or matte – with no need for layers or overthinking.”
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