M.A.C Cosmetics Fuses Fashion Fixated Makeup Trends, Technique and Technology at London Fashion Week S/S 2012

LONDON, September 13, 2011 -

If you’re talking runway makeup, you’re talking M·A·C! Each year, MAC 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!

Starting 8^th September 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 Andrew Gallimore, Charlotte Tilbury, Val Garland, Hannah Murray, Diane Kendal, James Kaliardos, Lucia Pieroni, Alex Box and Mel Arter and play key roles in creating the makeup looks on the most famous runways in the world.

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 its role as the Official Makeup Brand sponsor - with the most cutting edge makeup ideas, inspirations and techniques for S/S 2012.

“M.A.C began supporting fashion shows 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.  This season we are continuing to provide backstage makeup artistry and product for over 55 designers in London and are deepening our relationship with designers as the Official Makeup Brand of London Fashion Week once more.” 

- John Demsey, Group President, Estée Lauder Companies

M·A·C’S FASHION DESIGNER ROSTER CONTINUES TO GROW…

Working alongside London’s most influential designers and makeup artists, this season M·A·C Artists will be backstage at over 55 shows including Giles, Jonathan Saunders, Paul Smith, Vivienne Westwood Red Label, Richard Nicoll, Todd Lynn, Erdem, Louise Gray, Antonio Berardi, House of Holland, Margaret Howell, Holly Fulton, Felder Felder, DAKS, Aquascutum, Emilio de la Morena, Roksanda Ilincic, Preen, MariaFrancescaPepe, Michael Van Der Ham, Charles Anastase, MeadhamKirchhoff, Osman, Danielle Scutt, Nicole Farhi, Jaeger London, Fashion East, Acne, E Tautz, Thomas Taut, Marios Schwab, Mary Katrantzou, Peter Pilotto and Basso and Brooke.

NEW PRODUCTS ARE PUT TO TEST BACKSTAGE

To create the season’s key beauty trends, makeup artists need the newest and most advanced products on hand - the latest finishes, formulations, shades and beauty innovations are all essential.  Fashion shows around the world play a critical role in the M·A·C 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 put them to the test on the runways of New York, London, Milan, and Paris.  If the texture, colour, application or finish aren’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.

FOLLOW M·A·C FOR THE ULTIMATE FASHION WEEK BEAUTY SCOOP  

Launching September 9^th, 2011, follow M·A·C on Tumblr for exclusive beauty visuals and video content direct from backstage. M·A·C will publish from each of the four major RTW cities and additional markets where you’ll find M·A·C artists in action. When Fashion Week S/S 2012 closes, M·A·C will continue to share unique content from behind-the-scenes at M·A·C events around the globe. For total access, follow M·A·C at maccosmetics.tumblr.com.

M·A·C Senior Artists continue to take Twitter followers with them around the globe and backstage at Fashion Week. Get in-the-moment trend details, application tricks, quotes, glimpses of the latest looks and the ultimate lowdown on the products everyone’s buzzing about. Visit macartiststweets.com for easy access to the Twitter feeds for more than 40 M·A·C Senior Artists.

M·A·C LONDON FASHION WEEK MEDIA LOUNGE

As the Official Makeup Brand of London Fashion Week, M·A·C will once again be opening the doors of its LFW lounge - this season in its new home of the East Wing 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 bar.  Making its debut this season, M.A.C will be offering a virtual retailing experience of M·A·C Director of Makeup Artistry, Terry Barber’s top 30 iconic, fashion must-have products.  Ranging from classic reds Lady Danger and Russian Red to electric brights such as Morange.  Terry Barber, M·A·C Director of Makeup Artistry, UK and Ireland: “This season I’ve chosen 30 ultimate week.  My selection is a palette that ranges from the perfect monochromatic nude to a highly polished Helmut Newton type glamour. A combination of MAC’s iconic mattes and contemporary cream and metallic textures.  Last season was all about playing with proportions and mixing references.  This season application methods are the key to modernising your look whether it’s the shadowy eye or statement lip. It’s about taking these iconic must haves and using them to enhance your own beauty.” All products purchased from the M.A.C booth located at Somerset House, East Wing will be shipped free of charge.  Stop by and stay up to speed with what’s happening for next season… and book a swift makeup update while your there!

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: +44(0)870-034-6858; Anaïs Roc: E: aroc at mac-cosmetics.co.uk, T: +44(0)870-034-6554; Ann Harrison: E: anharrison at mac-cosmetics.co.uk, T: +44(0)870-034-6898