Over 150 media influencers gathered in the cultural capital for the experience where MAC identified the A/W16 makeup trends generating phenomenal earned social content.
On May 2nd through May 4th, M·A·C Cosmetics hosted it’s much anticipated Global Trends Presentation in Berlin, Germany. The event brought together over 150 acclaimed editors, influencers and top tier makeup artists from 35 countries around the world including United States, UK, Canada, Italy, France, Australia, China, Spain, Russia, Brazil, Mexico, South Africa, Ireland, Middle East, Israel, Turkey, Denmark, Czech Republic, Belgium, Netherlands, Greece, Romania, India and Germany. Major international media outlets WWD, Vogue, Harper’s Bazaar, Elle, Vanity Fair, Russh joined in the experience along with notable online influencers Sondos, Linda Tol and Pixi Woo.
M·A·C Global Trends Presentation is a celebration of M·A·C’s strong heritage in the fashion industry combined with its authority in makeup artistry. The brand showcased a series of activations highlighted by the A/W 2016 makeup trends from over 200 M·A·C-supported shows backstage at New York, London, Milan, Paris Fashion Weeks during the past season.
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The three-day event kicked off on Monday evening with an exclusive party and performance by singer, rapper, and M?A?C collaborator, Brooke Candy at the iconic Berlin club SchwuZ. With an underground aesthetic and true Berlin vibe, this original techno night club housed guests from Berlin’s elite like designer Michael Michalsky, actress Mariella Ahrens, model/it-girl Bonnie Strange, actress Gizem Emre. Also in attendance were M?A?C Executives, Karen Buglisi Weiler, M?A?C Global Brand President and James Gager, M?A?C SVP and Group Creative Director.
Popular Berlin DJ, Black Cracker introduced the party atmosphere in anticipation of Brooke’s performance. When the singer took the stage, she put on a memorable performance accompanied by smoke, unique costumes, and makeup to match her M?A?C campaign visual. She performed songs, Opulence, Happy Days and Paper or Plastik. Following her performance, another of Berlin’s hottest DJ’s, DJ Munk, kept the crowd entertained to the early morning hours.
The next day, at the M?A?C Eye Workshop, Gordon Espinet, M?A?C Senior Vice President of Makeup Artistry welcomed the guests. “We are bringing everyone on a journey to see makeup trends that are popping up from different corners from the world – eight beautiful eye trends that our team of Global Senior Artists spotted from their own countries,” he greets the groups throughout the day. Accompanying Gordon were the M?A?C Global Directors of Makeup Artistry, and M?A?C Vice President of Product Development, Isabelle Rovner, and M?A?C Director of Product Development, Juliet Falchi, who were on site to present the science and artisanship behind the new products of focus.
In the evening, Karen Buglisi Weiler, M?A?C Global Brand President, hosted a welcome dinner at the acclaimed König Galerie, the former St. Agnes Church in the heart of Berlin. Guests arrived and were greeted by signature cocktails and celebratory champagne setting contrast to the raw beauty of the gallery. Welcoming all who travelled, Karen said, “The Global Trends Presentation is a statement of M·A·C as fashion brand. With so many cosmetic brands in the backstage fashion action I often get asked the question of how M?A?C stands apart. My answer is that our presence is truly authentic. We have a strong reason to be backstage and to emerge as the trend authority.” The near 200 guests who attended the dinner, dined amongst the award-winning artwork of Annette Kelm including Susan Stone (WWD), Victoria Ceridono (Vogue Brazil), Naomi Donne (Makeup Artist), Sondos Alqattan (online influencer), Amata Chittasenee (PearyPie).The dinner was a token of the strong community that M·A·C has assembled globally and set the tone for the main presentation the next morning.
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On May 4th, M·A·C’s makeup artistry team led by Gordon Espinet took the stage of the industrial setting of EWerk a former techno music club and electrical substation. Together with M·A·C’s Directors of Makeup Artistry Lyne Desnoyers, Terry Barber, Baltasar Gonzalez Pinel and Romero Jennings, the experts showed off the A/W 2016 makeup trends in four parts: Sharp, Razor, Kaleidoscope, Stained and Diffused. The team excited the audience with their backstage expertise, approachable tips and tricks, and unique approach to beauty combined with fashion. As the attentive spectators captured images and took notes, various M?A?C Senior Artists demonstrated the trends live on stage with models in exquisite fashion statements.
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