MAC Cosmetics has called on a cohort of celebrities for the first campaign from the Estée Lauder Companies-owned brand’s Global Creative Director, Nicola Formichetti.
The ‘I Only Wear MAC’ campaign sees Kris Jenner, Doja Cat, Gabbriette, Bach Buquen, Kiko Mizuhara, Kristen McMenamy, Devyn Garcia, Amar Akway, and Cortisa Star, strip back in a series of nude portraits, wearing nothing but MAC Cosmetics.
The campaign rollout began earlier this month with the announcement of Grammy Award-winning artist Doja Cat as the brand’s new Global Ambassador.
Jenner also starred in her first campaign with MAC Cosmetics, promoting its Studio Fix Foundation line, with a selection of images of the entrepreneur and reality TV star being released.
Shot by Inez and Vinoodh, the ‘I Only Wear MAC’ campaign imagery spotlights the brand’s product range in a series of both black-and-white and colour portraits of the stars.
Both social media and out-of-home placements are expected as the brand sets out to connect with consumers of all age groups, with an added focus on pulling in a younger audience.
While the campaign highlights the Studio Fix Fluid Foundation SPF 15 as a hero product, the aim is to pull focus and attention to the brand as a whole.
Speaking on the campaign when Jenner’s images were released, Formichetti said: “With ‘I Only Wear MAC’, I wanted to create images that were pure and timeless.
“This cast represents the diversity of the MAC community, all dressed in nothing but MAC foundation,” he continued.
“In a world that is very divided, MAC is going back to its roots – all ages, all races, all genders – all coming together in sweet harmony.”
Earlier this year, MAC Cosmetics first launched ‘I Only Wear MAC’ in celebration of its nude lipsticks under former Global Creative Director, Drew Elliott.
The campaign called on the likes of model and actress Julia Fox, businesswoman and television personality Martha Stewart and American football star Odell Beckham Jr.
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