M-A-C Cosmetics Merges Makeup Trends, Technique and Technology at London Fashion Week A/W 2011

By M.a.c Cosmetics, PRNE
Tuesday, February 15, 2011

LONDON, February 16, 2011 - If you're talking runway makeup, you're talking M-A-C! Each year, M-A-C
participates in 23 Fashion Weeks around the world: New York, London, Milan,
Paris, Sydney, Copenhagen, Athens, Moscow, Berlin, Delhi, Capetown,
Johannesburg, Madrid, Mexico City, Miami Swimwear, NY Bridal, Auckland,
Toronto, Tokyo, Sao Paulo, Paris Couture, Milan Menswear and Paris Menswear -
equalling an annual total of over 850 shows!

Beginning in New York, M-A-C's international team of over 275
makeup artists - joined by the most talented freelance artists from around
the world - embarked on the fashion migration trail from New York to London,
Milan and Paris. The M-A-C PRO Teams work closely with legendary makeup
artists including Diane Kendal, Charlotte Tilbury, Val Garland, James
, Lucia Pieroni and Polly Osmond and play key roles in creating the
makeup looks on the most famous runways in the world.

Come February 18th, M-A-C's Pro Team of International makeup
artists will be opening up their kits and unleashing their creativity,
hitting the shows at London Fashion Week - where M-A-C continues to its role
as the Official Makeup Brand - with the most cutting edge makeup ideas,
inspirations and techniques for A/W 2011.

"M-A-C began supporting fashion shows 17 years ago with the
goal of lending support to our #1 customer - the professional makeup artist -
and to champion the fashion design community. Years later, those goals have
not changed. With over 56 shows to support in London this season M-A-C is
there, on the front lines, creating and setting the makeup trends that will
influence the coming season."

- John Demsey, Group President, The Estee Lauder Companies


Working alongside London's most influential designers and
makeup artists, this season M-A-C Artists will be backstage at over 56 shows
including Giles, Jonathan Saunders, Vivienne Westwood Red Label, Paul Smith,
Richard Nicoll, Todd Lynn, Erdem, Louise Gray, Antonio Berardi, House of
Holland, Betty Jackson, Margaret Howell, Holly Fulton, Felder Felder, DAKS,
Aquascutum, Emilio de la Morena, Jean-Pierre Braganza, MariaFrancescaPepe,
Michael Van Der Ham, Charles Anastase, MeadhamKirchhoff, Julian J Smith,
Nicole Farhi, Jaeger London, Fashion East and Ashish, Acne, E Tautz, Mary
Katrantzou, Basso and Brooke,.

"M-A-C's backstage support of international fashion shows
allows our Artists to exercise their craft alongside the most renowned and
esteemed makeup artists, assisting 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."

- Gordon Espinet, Vice President of Global Makeup Artistry, M-A-C


If it's an up-to-the-minute and bang-on trend then M-A-C
Senior Artists are Tweeting about it. Returning with the fashion week buzz
for our fifth season, think of the Tweets from our 34 Senior Artists as your
fast track to backstage beauty trends - everything from quotes and trend
updates to glimpses of the latest looks and low down on what products
everyone's loving. M-A-C will give you an all-access pass to what's going
down! Follow all the M-A-C Senior Artists through www.macartiststweets.com,
or by visiting the M-A-C Facebook Fan page (the #1 cosmetics fan page with
over 1,500,000 fans).


To create the season's key beauty trends, makeup artists need
to have the very best products on hand - the latest finishes, formulations,
shades and beauty innovations are all essential. Hence 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 M-A-C's very
latest product prototypes, sometimes years before they reach consumers, and
puts them to the test on the runways of New York, London, Milan and Paris. If
the texture, colour, application or finish isn't up to scratch, Artists let
M-A-C's Product Development team know what needs tweaking. The end result:
the perfect formula that works equally in the hands of a professional makeup
artist and the regular customer.


As the Official Makeup Brand of London Fashion Week, M-A-C
will once again be opening the doors of its LFW lounge in the foyer of the
BFC catwalk show space at Somerset House. Media, designers, models and
industry professionals will have access to the space where guests can drop by
and get Instant show updates, blasts from backstage, insider artist info and
immediate access to our blogger's bar. Stop by and stay up to speed with
what's happening for next season… and book a swift makeup update while your

For more information about M-A-C Cosmetics at London Fashion Week, runway beauty trends or information on our M-A-C PRO Team, please contact: Ruth Wiles, E: rwiles at mac-cosmetics.co.uk, T:0870-034-6858; Jane Walsh, E: jwalsh at mac-cosmetics.co.uk, T: 0870-034-6514; Jodi Isaacs, E: jisaacs at mac-cosmetics.co.uk, T: 0870-034-6775; Anais Roc, E: aroc at mac-cosmetics.co.uk, T: 0870-034-6554; Ann Harrison, E: anharrison at mac-cosmetics.co.uk, T: 0870-034-6898

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