INSIDE THE M·A·C EXPERIENCE AT LUAR FW23
CASE STUDY BY ANN GIOR
Since its inception in 1984, M·A·C Cosmetics has pioneered conscious beauty in over 120 countries with the mantra of “All Ages, All Races, All Genders.” This season, M·A·C set a new benchmark in skincare with the debut of the Hyper Real Serumizer during Luar New York Fashion Week. By partnering with industry leaders and innovative artists, M·A·C aimed to solidify its psychological positioning in the market, especially among Millennials passionate about beauty trends.
BTS Photo Maxwell Vice
01 OVERVIEW
M·A·C challenged the traditional beauty playbook by empowering artists and individuals to co-create culturally rich identities. With the skincare market projected to hit $207 billion by 2026, the brand assembled a team of makeup experts to strategize the debut of the Serumizer, designed for a diverse and dynamic audience.
02 MISSION
Courtesy of Luar
M·A·C reached out to me to collaborate with Romero Jennings, M·A·C’s Director of Makeup Artistry, for a show directed by Raúl López of Luar, celebrated as the season’s most talked-about event. We combined ‘90s nostalgia with innovative aesthetics to create beauty looks that showcased the Hyper Real Serumizer and resonated with a culturally diverse audience. This approach positioned M·A·C as a leader in the beauty industry. My contributions also included in-depth trend analysis and the development of visual content that drove engagement and excitement around the collection.
03 STRATEGY
Make-up: @anngior using @maccosmetics
In my role, I worked closely with Romero Jennings to bring his visionary brief to life for Luar’s collection, capturing the essence of ‘90s spirit with an innovative alien twist. I contributed to creating holographic skin using M·A·C's Serumizer and designed sharp, Pamela Anderson-inspired brows enhanced by punk-infused Swarovski crystal lashes. My creative input culminated in a series of mood boards that embodied Luar's vision while aligning with M·A·C’s mission to inspire the next wave of artists and innovators.
04 SERVICES
Inspired by Luar's "Calle pero elegante," I conceptualized a trend-setting series of mood boards that resonate with M·A·C's mission. This resource emphasizes the fusion of ‘90s rebellion with punk-inspired aesthetics, challenging audiences to rethink their relationship with beauty.
05 PROCESS
I explored M·A·C's core values for Luar FW23, delving into what front-row audiences aspire to. Through in-depth trend analysis, I identified a desire for authentic beauty that resonates with their identities—multipurpose products that empower busy individuals to redefine beauty on their own terms.
05 PROCESS
My contributions included content creation for M·A·C’s new product launch, highlighting a diverse range of innovative travel-sized products tailored for dynamic consumers seeking multifaceted skincare solutions.
05 PROCESS
According to insights from the New York Times, the Luar FW23 collection transcended mere fashion, emerging as a cultural statement that redefined conventional notions of wealth and elegance. By emphasizing evolving signifiers of luxury, M·A·C and Luar democratized fashion, inviting diverse cultural backgrounds into the conversation about societal values and beauty aspirations.
06 INSIGHTS
Creative Direction: @raulzepol Art Direction: @le.gui Styling: @kyleluu Hair: @evaniefrausto Make-up: @romerojennings Nails: @naominailsnyc Show Design: @andorforever Music: @gatekeeper__ Casting: @brent_chua Choreography: @jerome__ab Runway Production: @leo__becerra
The launch of the Serumizer positioned M·A·C as a game changer in the beauty industry. Its debut underscored the brand's commitment to innovation and adaptability in a competitive market but also solidified M·A·C's status as the leading beauty brand of 2023, outperforming key competitors like CeraVe and La Roche-Posay. This remarkable performance highlights M·A·C's capacity to captivate a broad audience and solidifies its position as a leader in the beauty sector.