MAC Cosmetics

WHAT MAKES M AC C is the world's leading professional makeup brand with unrivaled expertise in makeup ARTISTRY. M · A · C celebrates diversity and INDIVIDUALITY - we stand for: All Ages, All Races, All Genders. M · A · C is a proud COMMUNITY of professional makeup artists who work together to make our vision a reality. M · A · C is at the forefront of the fashion world as a TRENDSETTER. We work with outstanding talents from the fashion, art and pop scenes. Backstage, our artists create trends at fashion weeks all over the world. M · A · C lives SOCIAL RESPONSIBILITY. Initiatives such as VIVA GLAM and the M · A · C AIDS Fund are the heart and soul of our unique culture. THE BIRTH OF A CULT BRAND: FROM WOW TO NOW! All ages, all races, all genders ... A professional makeup brand that creates global trends backstage at fashion weeks: Today M · A · C means millions of fans all over the world. But even a global phenomenon like M · A · C started out small. Make-Up Art Cosmetics was founded in Toronto, Canada. Makeup artist and photographer Frank Toskan and Frank Angelo, owners of a hair salon, found it increasingly frustrated on photo shoots that no makeup really looked really good in photos. So they decided to develop their own. They made their first products in their own kitchen and sold them in the salon to their make-up artist colleagues, models and photographers. Stylists and fashion editors soon got wind of it. The enthusiastic reporting in the magazines and the enormous word of mouth increased their awareness and led to the next step: In March 1984 the duo inaugurated the first M · A · C counter in a department store in Toronto. M · A · C combined functionality with style: the makeup appeared in black pots instead of as a compact. While other major makeup brands were primarily cosmetic companies specializing in skin care, M · A · C made a conscious decision to establish itself as the ultimate authority on color. A novelty in the industry back then: professional make-up artists stood at the counter. One of the most popular products became a dull red lipstick, which received an additional boost in popularity when it was worn by Madonna on a photo shoot. The then shooting star was later seen in an M · A · C T-shirt. With its wide range, which combined smart street style with glamor and elegance, the brand conquered the market in a very short time. The sales strategy at the M · A · C counter was noticeably different. Instead of using traditional marketing and promotional methods to drive sales up, the brand relied on the quality and reputation of its carefully formulated products. The image of M · A · C had a touch of frivolity right from the start. Individuality and the expression of one's own personality are still very important and enliven the classic M · A · C stores and counters in the department stores with innovative influences from the drag and theater scene. In 1994, as HIV and AIDS spread around the world, the company put HIV and AIDS relief organizations at the focus of its donation activities with the establishment of the M · A · C AIDS Fund: So far, the VIVA GLAM campaign has more than 340 million Dollars raised in donations - with the support of prominent testimonials such as Lady Gaga, Pamela Anderson and Nicki Minaj. M · A · C has been a subsidiary of the Estée Lauder Companies since 1994 and is now sold in more than 90 countries around the world. The brand remains true to its principles of developing new categories and products and launching more than 50 collections each year to fully meet the needs of consumers and makeup professionals. Stars from pop, culture and fashion such as Rihanna, Lorde, Proenza Schouler, The Rocky Horror Picture Show and Brooke Shields, as brand ambassadors and cooperation partners, increase the importance of M A C, strengthen the connection to the fans and help to gain new ones. The constant presence of our artists at more than 200 Fashion Week shows worldwide and their work for designers from Prabal Gurung to Vivienne Westwood secure M · A · C the enviable status of a world-leading trendsetter in the beauty industry.

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MAC Cosmetics

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