From Madonna’s concert-lasting red lip to “Wicked” green to “Euphoria” skin and countless runway shows in between,Cosmetics doesn’t just have its finger on the pulse of popular culture — it’s helping to shape it.“MAC’s always had a position that’s very unique, starting with Frank and Frank , the founders of MAC. was to not create abrand. It was to change the world. The fastest way to change the world is through pop culture,” said Elliott.
Over the years, products have been not just tested backstage, but also created backstage, including Strobe Cream, which was developed for an Alexander McQueen show during the late ’90s to give models a unique glow.“Being at all of those fashion events and creating the makeup and the looks that accompanied some of the most important collections ever to walk down the runway is so key and we built products backstage. We think of concepts, so all of that is so important,” said Elliott.
Another MAC movie moment will be in the upcoming “Joker 2” film, with its products helping bring to life Lady Gaga’s Harley Quinn portrayal. “So much has happened behind the scenes, and stayed behind the scenes,” said Elliott. “One of the parts that we’re working on through MAC Trend and through bringing all these things to life is really showing people the makeup of some of their favorite moments in culture.”
“MAC has worked with a huge amount of celebrities over the years. It’s always looking for people who have a little bit of a daredevil in them. They’re very unique,” said Elliott, noting that goes back to the early days when RuPaul was named its first spokesperson in 1994. “What makes a MAC person is they’re willing to live their life as an individual, and through that individuality, it creates influence, because there is this unapologetic way of being themselves that becomes classic and iconic.
While MAC was “super late to social” in the early days, said Elliott, the brand has more than made up for lost time. “Yes, we had channels, but we never really embraced social as being an important building block,” he said, “but as the world has changed, it is obviously now a key focus.”
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