Make-up is a key element of identity and self-expression
We are often told that the only authentic version of ourselves is the ‘natural’ version, but what does that really mean? Many people feel most connected to their identity when wearing makeup, and that identity extends beyond death. That is the power of make-up. That is the power of MAC.
It’s To Die For
It’s common for people to leave instructions for their burial make-up, along with any other items that define the deceased like clothing and jewlery. This is the perfect illustration of how make-up allows people to feel like themselves, even in death.
This print campaign focuses on three older women who have all written their wills to include make-up instructions for their burial.
By focusing on older women for a beauty brand, this campaign challenges the epidemic of anti-aging retoric in the beauty industry.