Pop star and Midwest Princess Chappell Roan has been announced as the new M·A·C Global Ambassador, or M·A·C Girl, with a new campaign. The looks featured in the new promo fit with her interests and aesthetics, but it’s far from the perfect advertising endeavor. Roan’s abrasive public personality and M·A·C’s troubled reputation have made this a controversial collab. First, however, let’s break down the look.
Inspirations Come to Life
Roan stated, for the campaign, that M·A·C has a lot of significance for her as someone who grew up queer and alternative in the Midwest. Her inspiration from drag queens drew her to the brand for their inclusivity of the queer community and the capacity for their products to pull off dramatic looks. They’ve definitely used those skills for this campaign.
The through-line of Roan’s artistry is the creation of characters using dramatic looks. They use her signature white base in this campaign, the perfect beginning for contrast on the face. It’s paired with a subtle contour and dramatic glittery lashes, and it’s all tied together with a “Cool Teddy,” muted pink lip. The look comes together for a film noir, androgynous transformation.
Forgetting Her morals?
Though Roan has been using M·A·C products for years, even collaborating with the brand for tour looks, the company seems not to be in line with her proclaimed politics. Roan has publicly supported Palestine, even refusing a White House performance due to the Biden administration’s stance on the matter. However, M·A·C’s parent company, Estée Lauder, is on the list of companies to boycott for its support of the Israeli military.
Animal rights activists are also in arms with the beloved star for M·A·C’s tolerance of animal testing. Though the company’s official animal testing policy doesn’t permit the testing of its products on animals, some countries require it to sell products. M·A·C does not denounce animal testing by third parties and continues to sell in those countries, and fans are tearing Chappell up over it.
The campaign and the makeup looks are fierce, but these fans have a myriad of problems with it. Besides, is Roan the best face for a company like M·A·C? Her famous problems with media training and controversial behavior have made her a hit or miss for consumers in the past. Whether or not she was the right choice, Roan has a supportive fan base that is in full support of this avant-garde look and business deal.
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