MAC Cosmetics’ Bold New Campaign
Nicola Formichetti, the global creative director of MAC Cosmetics, has launched an exciting new campaign titled “I Only Wear MAC.” This marks his debut for the brand and is set against visually striking back-and-white and color portraits taken by renowned photographer duo Inez & Vinoodh. The campaign showcases a diverse cast, including stars like Doja Cat and Kris Jenner, and further highlights the brand’s iconic Studio Fix Fluid SPF 15 foundation. Teasers of the campaign, featuring the faces of Jenner and Doja Cat, generated significant buzz leading up to the full release, emphasizing the campaign’s modern and inclusive vision.
Formichetti shared that the essence of the campaign is rooted in the original spirit of MAC — simplicity and authenticity. "For me, this is going back to the roots of MAC," he stated, emphasizing the integration of all ages, races, and genders within the brand’s message. He aimed to evoke nostalgia by connecting back to the ’90s origins of MAC, aligning the campaign closely with its most iconic product, the foundation. The campaign’s stripped-back aesthetic presents a powerful and relevant representation of contemporary beauty standards, appealing to both older and newer generations of consumers.
One of the most striking aspects of the campaign is the choice to photograph its talent nude, framed as a tongue-in-cheek commentary on the idea of “only wearing MAC.” This bold decision encapsulates Formichetti’s vision of MAC as a cultural brand, leveraging visual storytelling to create a narrative that feels both timeless and avant-garde. According to Formichetti, the black-and-white visuals are designed to echo the glamorous yet gritty feel of the ’90s while also being forward-thinking, suggesting they could easily belong to either past or future fashion eras.
Aïda Moudachirou-Rébois, MAC’s senior vice president and global general manager, added another layer to this discourse by highlighting the campaign’s intent to focus on the overall brand rather than a specific product segment. She emphasized that while the foundation is the star of the campaign, it aims to bring ethos centered around individuality, community, and a sense of confidence back to the forefront. “Culture is a currency,” Moudachirou-Rébois noted, stressing the need for brands to continually evolve to maintain relevance and emotional connections with their consumers.
Additionally, she explained the strategic approach to visual dissemination, noting that while the black-and-white imagery will be the primary visual format, color assets will also be released as the campaign progresses. Moudachirou-Rébois outlined that the monochromatic visuals are designed to resonate on a broader scale, while color images will be utilized more for targeted communications, especially as consumers move through different stages of engagement with the brand.
The ambitious campaign will launch globally with a robust presence across social media and out-of-home placements, ensuring it reaches a wide and diverse audience. Moudachirou-Rébois expressed excitement about creating meaningful connections between the brand and its consumers, particularly younger audiences. The incorporation of a diverse range of product shades, with MAC offering an impressive 78 variations, underscores the brand’s commitment to inclusivity. With a formula enhanced by skin care ingredients, this campaign not only promotes a beauty product but tells a story of empowerment and community, effectively positioning MAC as a leader in the beauty industry.