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MAC goes dotty with Beth Ditto collection


June 27, 2012/11.48

MAC Cosmetics has released a candy-themed range as part of its Beth Ditto collection, featuring the Zoom Lash mascara in three colours, Zoom Fast Black Lash, Pro Longwear Lipcreme, and nail lacquers. The Shade & Smoke shadow–liner (in four shade combinations, RRP NZ$56) features both eye-shadow and greasepaint liner in one for a smoky eye look, while the Liquidlast liner and 7 Lash adds to eye effects. The range hits New Zealand stores this week, for a limited time.
   James Gager, senior vice-president and creative director at MAC, says that Beth Ditto is a perfect fit with the company. ‘Beth loves make-up and sees it as a theatrical tool. Her creativity is such that I think if she wasn’t a musician she would probably be a make-up artist. She has a real love of colour, is joyous about fashion and totally true to herself. Beth doesn’t conform; she has the unique ability to transform the world of fashion to fit her views. MAC is very much the same in terms of individuality and non-conformity,’ he said in a release.
   Gager also says that Ditto was given free rein. ‘We like our collaborations to be as authentic as possible. We are very selective and choose our collaborators for their creativity, so we would never stifle that. We like them to come with ideas and then it’s the job of my department and Jennifer Balbier’s Product Development team to bring that vision to life.
   ‘Beth actually made inspiration drawings for us to pull from. She brought in product that she likes and collaged her thoughts like a mood board. Beth is very spontaneous and brainstorms brilliant ideas throughout the course of a conversation. That was how the product and the campaign visual concepts came to life.
   ‘For example, Beth loves polka dots and felt strongly that they play a key role in the collection. We actualized this in the compact and in the collection visual; Beth has polka dots painted on her! She also very much wanted many of the products to be multi-purpose, which we also achieved with our brand new Shade & Smoke shadow–liner.’
   MAC also releases a Casual Colour range, which includes new lip and cheek colour pots, nail lacquer, Prep & Prime highlighter, Studio Fix mascara, Mineralize Skinfinish and the 187 Brush.

Above Behind the scenes of the campaign shoot with Beth Ditto.

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beauty / celebrity / Lucire / New York / New Zealand
Filed by Lucire staff

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