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 and innovative artists, M·A·C aimed to solidify its psychological positioning in the market, especially among Millennials passionate about beauty trends.

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.

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 the season’s most talked-about event. Combining ‘90s nostalgia with innovative aesthetics, they created beauty looks that highlighted the Hyper Real Serumizer and resonated with a culturally diverse audience. This strategy reinforced M·A·C’s leadership in the beauty industry. Ann contributions also included in-depth trend analysis and the development of visual content that drove engagement and excitement around the collection.