M.A.C has launched a unique line of fragrances called “Shadescents”, each one named and modelled after six of M.A.C.’s top-selling lipsticks. Additionally, M.A.C will also be releasing a limited-edition scented version of their hottest-selling lipsticks.
Senior Vice President and Group Creative Director of the cosmetic giant James Gager told Elle ““We have a fan base attached to certain lipstick shades. It was a very different exercise in the way a fragrance is developed.”
M.A.C’s neon purple shade, called “Heroine” will be turned into a woody leather fragrance, according to the brand. “Candy Yum-Yum”, the brand’s cotton-candy pink lipstick, will smell like cotton candy. Cherry-colored “Lady Danger” will smell like cherries, and maroon “Ruby Woo” will have darker floral notes. Two of the brand’s best-selling paler shades, “Crème d’Nude” and “Velvet Teddy” will smell of musk and honey, respectively.
M.A.C. has sold fragrance in the past, but the brand focuses more on their cosmetic offerings, the new collection marking the brand’s first major foray into perfumes.
To front the campaign, the brand has chosen several different women, one for each fragrance/shade. The roster includes reality TV star Blac Chyna, actresses Bella Thorne, Dascha Polanco, and Ashley Benzo, Kelly Osborne, and singer Justine Skye.