M·A·C Cosmetics is launching a new Future Forward campaign, which is being described as “the first of an ongoing series of collaborations and campaigns that spotlight newer talent who are making waves within the music industry.”
For the debut capsule, the brand chose artists Tinashe, Dej Loaf, Lion Babe’s Jillian Hervey and Halsey — all of whom landed on the Billboard charts for the first time in 2015 — to create their own products and represent the brand.
“It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” Senior Vice President and Group Creative Director James Gager says of the initiative. “We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our M·A·C fans, to new people.”
The products are a reflection of their differences.
The rollout will start with Tinashe, who worked on the “Times Nine Palette” of eye shadow ($32; maccosmetics.com), which borrows names for each shade from track names like “All Hands On Deck.” “I was really intrigued by the chance to bring my creative vision to this,” says the R&B artist who is about to embark on a world tour for her forthcoming sophomore album, Joyride. “I got to design the packaging, pick out the colors and create something that I felt like I would use.”
For Detroit rapper Dej Loaf, whose rosy-nude lipglass ($15) will hit stores on April 14, the opportunity is described as an invaluable one — the first of what she hopes will be many more lucrative collaborations. “Music was just a stepping stone for me, I want to get into other things outside of music . . . creative things. This first step [with M·A·C] is a big first step,” she tells Billboard.
Perhaps the edgiest of the capsule, is a gunmetal matte lipstick ($17) by Halsey, whose blue hair, rebellious spirit and 2015 debut full-length Badlands saw her sell out Madison Square Garden (the show will happen on August 13) and collaborate with Justin Bieber.
The campaign will wrap on April 28 with a gorgeous metallic gold Liquidlast Liner ($21) by Hervey, who along with music partner Lucas Goodman is set release Lion Babe’s debut full-length Begin this year, which reportedly involved work with an all-star team that includes Pharrell Williams, Jeff Bhasker and Andrew Wyatt.
This is nothing short of awesome. We’ll definitely be picking up each one of these products — especially that gold Liquidlast Liner!