M-A-C Cosmetics Merges Makeup Trends, Technique and Technology at London Fashion Week A/W 2011

LONDON, February 16, 2011 /PRNewswire/ -- If you're talking runway makeup, you're talking M-A-C! Each year, M-A-C participates in 23 Fashion Weeks around the world: New York, London, Milan, Paris, Sydney, Copenhagen, Athens, Moscow, Berlin, Delhi, Capetown, Johannesburg, Madrid, Mexico City, Miami Swimwear, NY Bridal, Auckland, Toronto, Tokyo, Sao Paulo, Paris Couture, Milan Menswear and Paris Menswear - equalling an annual total of over 850 shows!

Beginning in New York, M-A-C's international team of over 275 makeup artists - joined by the most talented freelance artists from around the world - embarked on the fashion migration trail from New York to London, Milan and Paris. The M-A-C PRO Teams work closely with legendary makeup artists including Diane Kendal, Charlotte Tilbury, Val Garland, James Kaliardos, Lucia Pieroni and Polly Osmond and play key roles in creating the makeup looks on the most famous runways in the world.

Come February 18th, M-A-C's Pro Team of International makeup artists will be opening up their kits and unleashing their creativity, hitting the shows at London Fashion Week - where M-A-C continues to its role as the Official Makeup Brand - with the most cutting edge makeup ideas, inspirations and techniques for A/W 2011.

"M-A-C began supporting fashion shows 17 years ago with the goal of lending support to our #1 customer - the professional makeup artist - and to champion the fashion design community. Years later, those goals have not changed. With over 56 shows to support in London this season M-A-C is there, on the front lines, creating and setting the makeup trends that will influence the coming season."

- John Demsey, Group President, The Estee Lauder Companies

M-A-C'S FASHION DESIGNER ROSTER CONTINUES TO GROW...

Working alongside London's most influential designers and makeup artists, this season M-A-C Artists will be backstage at over 56 shows including Giles, Jonathan Saunders, Vivienne Westwood Red Label, Paul Smith, Richard Nicoll, Todd Lynn, Erdem, Louise Gray, Antonio Berardi, House of Holland, Betty Jackson, Margaret Howell, Holly Fulton, Felder Felder, DAKS, Aquascutum, Emilio de la Morena, Jean-Pierre Braganza, MariaFrancescaPepe, Michael Van Der Ham, Charles Anastase, MeadhamKirchhoff, Julian J Smith, Nicole Farhi, Jaeger London, Fashion East and Ashish, Acne, E Tautz, Mary Katrantzou, Basso and Brooke,.

"M-A-C's backstage support of international fashion shows allows our Artists to exercise their craft alongside the most renowned and esteemed makeup artists, assisting in creating the looks that will define the upcoming season. These vast experiences, knowledge and skills are brought back to M-A-C counters and, ultimately, the consumers."

- Gordon Espinet, Vice President of Global Makeup Artistry, M-A-C Cosmetics

M-A-C SENIOR ARTISTS TWEET WITH INSTANT BACKSTAGE BEAUTY UPDATES

If it's an up-to-the-minute and bang-on trend then M-A-C Senior Artists are Tweeting about it. Returning with the fashion week buzz for our fifth season, think of the Tweets from our 34 Senior Artists as your fast track to backstage beauty trends - everything from quotes and trend updates to glimpses of the latest looks and low down on what products everyone's loving. M-A-C will give you an all-access pass to what's going down! Follow all the M-A-C Senior Artists through www.macartiststweets.com, or by visiting the M-A-C Facebook Fan page (the #1 cosmetics fan page with over 1,500,000 fans).

NEW PRODUCTS ARE PUT THROUGH THEIR PACES BACKSTAGE

To create the season's key beauty trends, makeup artists need to have the very best products on hand - the latest finishes, formulations, shades and beauty innovations are all essential. Hence fashion shows around the world play a critical role in the M-A-C Cosmetics Product Development process. Artists use this unique opportunity to test-drive M-A-C's very latest product prototypes, sometimes years before they reach consumers, and puts them to the test on the runways of New York, London, Milan and Paris. If the texture, colour, application or finish isn't up to scratch, Artists let M-A-C's Product Development team know what needs tweaking. The end result: the perfect formula that works equally in the hands of a professional makeup artist and the regular customer.

M-A-C MEDIA LOUNGE

As the Official Makeup Brand of London Fashion Week, M-A-C will once again be opening the doors of its LFW lounge in the foyer of the BFC catwalk show space at Somerset House. Media, designers, models and industry professionals will have access to the space where guests can drop by and get Instant show updates, blasts from backstage, insider artist info and immediate access to our blogger's bar. Stop by and stay up to speed with what's happening for next season... and book a swift makeup update while your there!