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MAC Cosmetics debuts British Sign Language virtual makeup service

Sophie Smith
17 May 2024

MAC Cosmetics has launched a new British Sign Language (BSL) virtual makeup service in partnership with language service provider Sorenson Communications.

The new service will allow consumers from the deaf community to pre-book a one-to-one virtual session with a MAC Artist, joined by a BSL Interpreter, for a free 45-minute tutorial.

With around 188,000 people using BSL as their first language in the UK, the initiative will help MAC Cosmetics better cater to this community, which is often underserved in the beauty industry.

Later this year, the service will also extend to the brand's flagship store on London's Carnaby Street, allowing consumers the option to pre-book an in-person makeup service with a MAC Artist, with a BSL Interpreter joining the appointment virtually.

The news follows the launch of Holland & Barrett's new British Sign Language resource for women experiencing the menopause.

The guide has been developed with My Menopause Centre and BID Services, a UK-based charity specialising in enabling and empowering people with sensory impairments.

It has been designed by the D/deaf community, for the Deaf community, helping them to "better understand the menopause, symptoms and treatment options, as well as communicate even more effectively with their healthcare providers".

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