M·A·C

M·A·C Cosmetics x Luar

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, M·A·C aimed to solidify its psychological positioning in the market among Millennial and Zoomer beauty enthusiasts.

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 brought together a team of makeup experts to introduce the Hyper Real Serumizer, a product that blurs the line between skincare and makeup. It reflects a shift toward holistic beauty, where products not only enhance aesthetics but also support skin health.

Approach

M·A·C partnered with Ann Gior to collaborate with Romero Jennings, M·A·C’s Director of Makeup Artistry, for a show directed by Raúl López of Luar, celebrated as one of the season’s standout events. Together, they crafted beauty looks that fused ‘90s nostalgia with contemporary techniques, showcasing the Hyper Real Serumizer as the centerpiece. Ann also contributed in shaping the show’s look through trend forecasting, profile personas, runway execution, and content that brought the collection to life.