MAC revives MACzine as digital platform to deepen consumer engagement
After a nine-year hiatus, MAC Cosmetics has relaunched its editorial platform, MACzine, now in a fully digital format.
The revived platform will focus on fashion, beauty, culture and artistry, with a "social-first approach".
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Originally published in print from 2009 to 2017, MACzine served as a seasonal guide for the brand’s artists, collaborators, and partners, highlighting make-up trends, runway influences, and MAC products, as well as insights into artistry and cultural commentary.
In his first editor’s letter, Global Creative Director Nicola Formichetti, said: "Back in the day, MACzine was our creative playground. It was where we experimented and brought some of our most daring ideas to life.
"At MAC, we have everything you need to play with your look and express yourself, from minimal to maximal. As the world shifts and bold, confident make-up makes its return, this feels like the perfect time to bring it back.
"So, welcome to MACzine. Let us embrace this new chapter and create the future of beauty together - it is time to have fun with make-up again."
The January issue, designed for social media and MAC’s owned channels, features American rapper and singer Doja Cat and highlights current make-up trends, including a focus on red lipstick.
It also references MACzine’s history with features on makeup artistry within the MAC community, including social-media collages by industry professional Terry Barber and a “From the Archives” section featuring the Ruby Woo lipstick.
Additionally, influencer JT explores the Snob Lipglass product, linking historical context with contemporary beauty trends.
