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.
Many people leave instructions for their burial that include specific make-up, along with clothing, jewelry, and any other items that define the deceased. To express how makeup is a deep element of many people’s personal identities, this campaign highlights people who have specific make-up requests for their burial. There is no better illustration of make-up as a resource for the most important times of our lives, including the end of it.