• by Sarah Mahoney , over 1 hour ago

The models may be naked, but the strategy isn’t: MAC’s new “I Only Wear MAC” campaign aims to lure trendsetters back to the brand’s counters by putting product performance front and center.

It’s the first campaign from global creative director Nicola Formichetti and celebrates “skin at its most immaculate” alongside the company’s Studio foundation family. The black-and-white series, shot by Inez & Vinoodh, features a wide range of cultural tastemakers,  all shown wearing only MAC foundation.

The cast spans generations, from reality TV matriarch Kris Jenner and singer Doja Cat to TikTok phenom Bach Buquen and supermodel Kristen McMenamy.

MAC, long a standard-bearer for diversity in beauty, is also fighting a slump. In its most recent quarter, Estée Lauder reported a 5% drop in its makeup division, driven primarily by weakness in MAC’s face subcategory and retail softness. In May the brand hired Formichetti,  best known for his creative work at Diesel and collaborations with Lady Gaga,  to help reinvigorate MAC’s boldness.

“In a world that is very divided, MAC is going back to its roots — All Ages, All Races, All Genders — all coming together in sweet harmony,” Formichetti says in the campaign release.

The campaign coincides with MAC Match Day, when the brand will take over more than 500 freestanding MAC stores worldwide to help customers find their perfect Studio shade. Both the Studio Fix Fluid SPF 15 and Studio Fix Powder Plus Foundation come in 67 shades, while Studio Radiance Serum-Powered Foundation comes in 59.

Match Day events will include giveaways, interactive games, celebrity appearances and artist-led masterclasses.

“Nicola’s first campaign for MAC brings fresh creative energy to the brand while honoring our inclusive and boldly expressive legacy,” says Aïda Moudachirou-Rebois, senior vice president and global general manager, MAC Cosmetics. “It captures everything MAC Studio is known for: high-performance formulas that deliver all-day excellence.”