M.A.C., Lick Say Black is the Color of Self-Expression

Iconic beauty brand M.A.C. and home interiors company Lick have teamed up to unveil their latest product championing self-expression.

Made together with advertising and marketing agency Grey London, the campaign introduces the limited-edition M.A.C. Black 40, a new paint shade that celebrates black as the ideal color to express yourself. 

The new tint boasts a rich, matte jet black perfect for minimalists, maximalists, and everyone in between. 

The concept was derived from the idea that while black is seen as a wardrobe staple, the color is an entirely different thing within the context of make-up and interior design. 

However, in both contexts, it's a bold color that can be a symbol of creativity and self-expression. 

 

 

 

 

 

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Lick Director of Brand Marketing Jo Moura shares more about the campaign and its call to embrace color "that a lot of people hesitate to experiment with in both interiors and beauty."

"The campaign aims to showcase the versatility of black not just through the casting of our characters and the rooms they are paired up with, but also through a diverse group of creators from different backgrounds that will share their unique take on how to use M·A·C Black 40 in their homes," Moura adds.

M.A.C. Director of Make-Up Artistry Dom Skinner expounds more about this sentiment, saying that "black is at the heart of M·A·C’s DNA."

Skinner also reveals that the most exciting part about the partnership was exploring the versatility of the color, showing how it can be used in multiple ways "from fierce rebellion to clean minimalist," and "from a simple sheer sweep to dynamic overdrawn intensity."

 

 

 

 

 

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Grey London strategist Zoë Kessler reinforces this sentiment, hoping the collaboration encourages everyone to be brave with the color. 

The campaign serves as a perfect example of two companies continuing to build their unique brand identity. 

By championing self-expression and creativity through the release of a new product, M.A.C. and Lick remind their audiences that beyond the paint, the make-up, and the lipstick, they're there to aid their consumers in finding the truest versions of themselves.

In turn, the campaign builds brand affinity while enticing consumers to try out their wide selection of products.

A Celebration of Heritage

The collaboration comes as part of M.A.C.'s 40th-anniversary celebration, of which Lick has had the honor of being a part. 

This also includes the introduction of the Max 40: Disney Collection, which revives best-selling products from popular Disney franchises including Aladdin, Maleficent, and Cinderella.

 

 

 

 

 

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M.A.C. Senior VP and General Manager André Branch expounds on the brand's ongoing celebrations, as well as the values it continues to uphold 40 years into the beauty industry.

"When you think about what MAC was founded on — sustainability, diversity, inclusion, artistry, giving back to the community — those things are as relevant today, if not more so, than they were when the brand was founded," Branch concluded.

It's not a surprise that we recognized the brand's creativity as we featured M.A.C.'s VIVA GLAM campaign as one of the Best Video Designs in January 2024.

Editing by Katherine 'Makkie' Maclang