M·A·C Cosmetics and Lammas Park Team up to Champion Black British Talent for Channel 4's Black to Front Campaign
M·A·C Cosmetics has partnered with Sir Steven McQueen’s production company Lammas Park to create a short film championing Black British Talent for Channel 4’s Black to Front campaign.
“M·A·C’s ethos of ‘All ages. All races. All genders’ is as true today as it was at inception in 1984. Inclusivity is at our core and we’re really proud to launch this brand feature during Black to Front, a short video that spotlights one of the many people who have been empowered by the brand,” says Fiona Sainty, M·A·C UK & Ireland Vice President General Manager.
Starring Bernicia Boateng, former M·A·C Makeup Artist, Channel 4’s Highlife cast member, and one of Forbes’ 30 under 30, the video speaks to the brand’s rich history in inclusivity.
“Nothing has ever hit home like this, I was a little girl who begged to work at M·A·C, and now I’m here!” says Boateng. “I’ve always felt at home being a dark-skinned girl at M·A·C, both as a young girl finding her first foundation, and as a professional artist who needs a breadth of shades and formulas for my clients. Filming this and sharing my experience with the brand, with such an incredible and diverse team, was a dream come true.”
The M·A·C Cosmetics UK & Ireland brand feature is the first work produced by Lammas Park for a beauty client. Helmed by acclaimed filmmaker and artist Sir Steve McQueen, and home to Executive Producer Anna Smith Tenser, and Associate Producer Susan Dolan. McQueen says, “Lammas Park is proud to be working with one of the beauty industry’s most inclusive brands. We will continue to work with partners that stand with us in our mission to produce ground-breaking socially and culturally transformative narratives.”
Continuing to drive inclusivity conversations, this is the latest from M·A·C Cosmetics UK & Ireland who pledged over £100,000 to support racial equality conversations and actions in the region last October. “We will continue to invest money, time, resources, and product to drive equality for all,” adds Sainty.