M.A.C Cosmetics has announced it will be the official makeup sponsor for the nascent Toronto Men’s Fashion Week (TOM*). Established in 2014, the event will showcase fall/winter collections February 22 to March 1, 2016.
The Toronto-born beauty brand considers itself a go-to makeup destination for men, according to Taposhi Gandhi, brand manager of M.A.C Canada. “Since our inception in 1984, our credo has been ‘All Ages, All Races, All Sexes’ and M.A.C artists provide an all-inclusive atmosphere with equal experience to our customers,” she says.
Underscoring this guy-friendly philosophy, in the fall the company teamed up with the Brant brothers, Peter and Harry (sons of supermodel Stephanie Seymour), on an online campaign promoting a few M.A.C products they love: a brow wax, a pearlescent cream base and a concealer/corrector palette. “I know so many guys who on the DL use a little bit of makeup,” explained Peter in the campaign.
As for the Canadian market, “in recent years, we have observed that our male customers [here] generally gravitate toward skincare, concealers and brow products,” says Gandhi, citing M.A.C Mineralize Charged Water Face and Body Lotion, Mineralize Concealer and Select Cover-Up as a few of the particularly popular items.
Beyond TOM*, M.A.C already has a major presence at fashion weeks around the world, creating looks at more than 230 shows in New York, London, Milan and Paris.