Skin deep

Global – MAC Cosmetics is celebrating beauty of all shapes and sizes in its global campaign MACnificent Me.

• In 2014, the cosmetics brand put out a casting call on social media inviting fans to enter for the chance to be the face of its new campaign
• MACnificent Me offers a platform for people to share their unique outlooks on beauty, using cosmetics as a medium for self-expression 

To be in with a chance of winning, entrants had to share their ‘headline-worthy mantra’. After an extensive search, six were chosen and flown to New York for a shoot with celebrated stylist Lori Goldstein.

The campaign is a colourful study of the meaning of beauty, with Goldstein and James Gager, creative director at MAC Cosmetics, keen to remind people that there are no rules when it comes to looking good.

MAC was the first cosmetics brand to use a young RuPaul as its face in 1995. By celebrating all people regardless of country, age, gender and sexual orientation, the brand captures the inclusive spirit of a changing beauty landscape.