Autumn/Winter 2010 London Fashion Week M-A-C Cosmetics Merges Makeup Technique, Trends and Technology

LONDON, February 17, 2010 - The M-A-C PRO Team of makeup Artists from around the world will start
creating, executing and polishing the makeup looks that will appear on
fashion runways in major cities worldwide.

For the Autumn/Winter 2010 London shows, M-A-C will work on 50
shows including:

    Christopher Kane, Pringle of Scotland, Jonathan Saunders,
    House of Holland, Vivienne Westwood Red Label, Nathan Jenden, Todd Lynn,
    Roksanda Ilinic, Erdem, Fashion for Relief, Pam Hogg,

    Emilio de la Morena, Mark Fast, Mary Katrantzou, Margaret
    Howell, Sass & Bide, Clements Ribeiro, Ashish, Charles Anastase, Maria
    Grachvogel, Richard Nicoll, Louise Gray, Betty Jackson,

    Nicole Farhi, MeadhamKirchhoff, Daks, Richard Sorger,
    Alexandra Groover, J Maskrey, Jaeger London, Peter Pilotto, Felder
    Felder, Hannah Marshall, Holly Fulton, Krystof Strozyna, B Store, Hakan
    Yildren, Future Classics, Christopher Shannon, JW Anderson and Sykes.
    Designers: Heikki Salonen, Nasir Mazhar and Michael van der Ham from the
    innovative Fashion East stable, will also be supported by the M-A-C Pro
    team here in London along with exciting talent showing off-schedule -
    Ashley Isham, Bernard Chandran, Julian James Smith, and the new designers
    showing as part of OnIOff Presents.

M-A-C's very own Gordon Espinet, Terry Barber and Neil Young
will be keying the looks for shows including Vivienne Westwood Red Label, Pam
Hogg, Todd Lynn and The Central St Martins MA show. In addition to London
M-A-C PRO, artists will work at New York, Milan, and Paris Fashion Weeks as
well as burgeoning Fashion Weeks in Athens, South Africa, Sydney, Sao Paulo
and more.

Additionally, this marks the 2nd season of the groundbreaking partnership
between M-A-C & Milk, which will host a variety of runway shows,
presentations, multi-media events, educational talks and parties during what
many have perceived as the most exciting and hip addition to Fashion Week in
New York.

"Nearly 15 years ago, when M-A-C began working backstage at fashion
shows, the ultimate goals were to lend support to our #1 customer, the
professional makeup artist and to champion the fashion design community.
Years later, those goals have not changed. M-A-C's backstage support of
fashion shows around the world allows our Artists to exercise their craft
alongside the world's most renowned and esteemed makeup artists. They have
the opportunity to assist in creating the looks that will define the upcoming
season. These vast experiences, knowledge and skills are brought back to
M-A-C counters and, ultimately, the consumers," says Gordon Espinet, Vice
President of Global Makeup Artistry, M-A-C Cosmetics.

M-A-C SENIOR ARTISTS TWEET WITH INSTANT BACKSTAGE BEAUTY UPDATES

For the 4th season in a row you can get instant quotes, trend insights
and a glimpse into what is happening backstage from our M-A-C Senior Artists
via Twitter. This year, we've kicked it up a notch and now instead of sixteen
Senior Artists, we will have thirty-five Artists tweeting-away from around
the world. Also, new this year is a M-A-C Twitter webpage in which all M-A-C
tweets will be compiled into one website. Simply go to
www.macartiststweets.com and read about all of your favourite M-A-C
Senior Artists on Twitter. Other unique features include a Twitpic library of
photos, a follower leaderboard of all the Artists, as well as an option to
join the Twitter conversation with hashtags, which will allow you to send
tweets directly from the page. Join in as the M-A-C Senior Artists tweet the
dish on the cutting edge beauty trends, fashions and top designers that
dominate the fashion week scene.

Subscribe directly to the M-A-C Senior Artists by signing up on
www.twitter.com, or by visiting the M-A-C Facebook Fan page, which is
the #1 cosmetics fan page with over 380,000 fans. Die-hard fashionistas and
makeup lovers around the world can also download and embed the M-A-C S/S '10
Twitter widget directly to their personal Facebook pages, websites or blogs.

FASHION SHOWS ARE A PRODUCT TESTING GROUND

In addition to creating the beauty trends on the runway, fashion shows
around the world play a critical role in the M-A-C Cosmetics Product
Development process. Artists use this unique opportunity to test-drive
product prototypes sometimes years before they reach consumers. The Artists
put these formulas through the paces at shows in New York, London, Milan, and
Paris. They then report back their findings to the Product Development team
with feedback on texture, colour and ease of application. The end result is a
tried and tested formula fitting the needs of the professional makeup artist
and the regular customer.

The Autumn/Winter 2010 season is no different as the M-A-C Product
Development will be busy backstage focusing on products that provide
immediate perfection and lasting results. The Artists will be testing the
following selection of products that work as hard as they do, from the early
morning through to the wee hours of the night.

    - Prep + Prime Skin Compact (working name) - A creamy primer to
    fill fine lines and even skin tone while plumping and softening.

    - Backstage Balm (working name) - A luxuriously rich moisturizing
    balm suitable for the driest face and body, serves as a soothing base
    for pigments, oils, etc.

    - PRO Longwear Foundation - A lightweight and comfortable liquid
    foundation which yields 15 hours of continuous, fresh and natural
    coverage.

    - Studio Moisture Powder (working name) - A cream-like powder,
    hydrates and nourishes the skin while providing smooth and even
    coverage.

    - Studio Moisture Bronzer (working name) - An extremely silky and
    cream-like powder that adds a healthy bronze color to the skin, while
    providing a blend of antioxidants that treat the skin. This bronzer is
    comfortable to wear, easy to blend, and has great adherence to the skin.

    - Mineralize Skinfinish Bronzer (working name) - Bronzer shades
    that are a natural extension to the Mineralize Skinfinish/Natural. These
    bronzers add a healthy glow with a natural finish.

    - Pro Longwear Lipcreme -The product Artists use to create their
    statement look. No need for a topcoat, this lipcreme is equip with
    instant colour release and 12 hour wear.

    - Opulash - Our biggest, baddest mascara. The oversized brush and
    long lasting formula creates voluminous and dramatic lashes with no
    smudging, clumping, or flaking for up to 15 hours.

DAILY FACE CHARTS AND GLOBAL TREND BOOK

Each day, M-A-C issues an email blast with three face charts from the
previous day's shows that include the M-A-C products used to create the look
and an inspiration quote from the key makeup artist. Following New York,
London, Milan, and Paris, these face charts are then used to create the
Fall/Winter 2010 Trend Book, the ultimate go-to guide for upcoming makeup
trends.

M-A-C AND FASHION WEEK

M-A-C Cosmetics is the official sponsor of Fashion Week in London and
Sydney and supports fashion weeks in cities throughout the world including
Athens, Copenhagen, Delhi, Madrid, Milan, Paris, Singapore, New Zealand, and
Moscow. M-A-C also co-sponsors Tokyo Fashion Week. Beginning in New York,
M-A-C's international team of over 120 PRO Makeup Artists - joined by the
most talented freelance artists from around the world - embark on the fashion
migration trail going from New York to London, Milan and Paris. The M-A-C PRO
Teams work closely with such legendary makeup artists as, Charlotte Tilbury,
Val Garland, Lucia Pieroni, James Kaliardos and Polly Osmond and play key
roles in creating the makeup looks on the most famous runways in the world.

For further information or to book an interview with one of the M-A-C Pro Team backstage or at the M-A-C Media Lounge, please contact: Ruth Wiles, t: +44(0)870-034-6858 m: +44(0)7764-563-756 e: rwiles at mac-cosmetics.co.uk; Jane Walsh, t: +44(0)870-034-6514 m: +44(0)7766-421-367 e: jwalsh at mac-cosmetics.co.uk; Jodi Isaacs t: +44(0)870-034-6775 m: +44(0)7747-790-983 e: jisaacs at mac-cosmetics.co.uk; Kate Armitage t: +44(0)870-034-6515 m: +44(0)7880-961-931 e: karmitage at mac-cosmetics.co.uk