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    Features

    M∙A∙C Cosmetics: Ahead of Its Time

    Congratulations to MAC Cosmetics —our 2020 Company of the Year: Excellence in Packaging!

    M∙A∙C Cosmetics: Ahead of Its Time
    M∙A∙C Cosmetics: Ahead of Its Time
    2019 marked the 25th anniversary of M∙A∙C’s Viva Glam, so the brand created a limited-edition Viva Glam 25 lipstick—in the original, iconic Viva Glam I shade—encapsulated in red, glittery, special deco packaging. The Viva Glam efforts continue to make M∙A∙C ‘the brand with a purpose.’
    M∙A∙C Cosmetics: Ahead of Its Time
    Philippe Pinatel, global brand president, M∙A∙C Cosmetics
    M∙A∙C Cosmetics: Ahead of Its Time
    M∙A∙C’s patented iconic black bullet lipstick package design remains an instantly recognizable staple.
    M∙A∙C Cosmetics: Ahead of Its Time
    The Disney Aladdin Collection by M∙A∙C was a highlight in 2019.
    M∙A∙C Cosmetics: Ahead of Its Time
    For M∙A∙C’s Pony Park collection, the packaging team used soft-touch materials to ensure it had the feeling of old soft leathery tarot card books.
    M∙A∙C Cosmetics: Ahead of Its Time
    M∙A∙C reinvented the standard black lipstick bullet packaging with a soft-matte finish twist to showcase the new formula that delivers on hydration with a matte finish. The combo resulted in the brand’s bestselling product of FY20: Powder Kiss Devoted to Chili Lipstick
    M∙A∙C Cosmetics: Ahead of Its Time
    The packaging for Electric Wonder, celebrating Summer and bronzing, was inspired by nature—pink marble elements with bolts of golden lightning.
    M∙A∙C Cosmetics: Ahead of Its Time
    A standout for secondary packaging shone with the Stars for Days Advent Calendar and Collector of the Stars Kit in M∙A∙C’s recent “Starring You” Holiday Collection.
    M∙A∙C Cosmetics: Ahead of Its Time
    2019 marked 25 years of Viva Glam, with an inspiring total of $500 million raised
    M∙A∙C Cosmetics: Ahead of Its Time
    For face, M∙A∙C relaunched the Studio Fix Franchise in 2019 with new color-matched folding cartons, and added two new product forms.
    M∙A∙C Cosmetics: Ahead of Its Time
    M∙A∙C Boom Boom Bloom, introduced in March 2019, is a cherry blossom, petal-powered spring color collection—with product and packaging in perfect sync.
    M∙A∙C Cosmetics: Ahead of Its Time
    M∙A∙C Cosmetics: Ahead of Its Time
    Nick Dormon
    M∙A∙C Cosmetics: Ahead of Its Time
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    Jamie Matusow, Editor-in-Chief02.05.20

    M∙A∙C Cosmetics celebrated its impressive 35th year in 2019—and looking at the brand’s history through the lens of some of today’s leading beauty trends, it was way ahead of its time upon launch. Not only was it one of, if not the first pro makeup brand created by artists for artists, it was a ground-breaker in many ways, such as with its principled messages of individuality, inclusiveness and philanthropic initiatives.

    An acronym for Makeup Art Cosmetics, M∙A∙C was launched in 1984 by two members of the artist community—makeup artist/photographer Frank Toskan and salon owner Frank Angelo—expressly for their peers.

    Created in their Toronto home, the founders placed makeup artists and artistry at the center of their radically new brand. Their first offering was 30 eyeshadows, lipsticks and polishes, as well as the first full range of professional foundations with 30 Studio Fix tints. The pair packaged their products in black pots, rather than traditional compacts, which quickly became the brand’s avant-garde look.

    In 1998, 14 years post-launch,

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