Caitlyn Jenner has been unveiled as the new face of MAC Cosmetics, in a landmark deal that makes her the first transgender star to land a big mainstream beauty contract.
The company announced Friday that Jenner, 66, has signed on as their newest celebrity endorsement, following in the footsteps of Lady Gaga, Rihanna, Nicki Minaj and Fergie.
All Ages. All Races. All Sexes. #MACCaitlynJenner online in Apr. Info here: http://bit.ly/MACCJ
MAC goes on to say that,
Meeting Caitlyn Jenner is like coming face-to-face with a superhero. She’s screen-goddess beautiful.All proceeds will benefit the AIDS Fund Transgender Initiative,
Today, M•A•C is proud to announce a partnership with Caitlyn Jenner that begins with the April 7 launch, exclusively on maccosmetics.com, of a limited-edition Lipstick created by Caitlyn. One hundred percent of the sales from her signature shade, Finally Free, will benefit the M•A•C AIDS Fund Transgender Initiative to expand its support of much needed grants to organizations and programs dedicated to improving transgender lives.
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Beauty insiders said the deal is thought to be worth at least seven figures, and will see the cosmetics company, owned by Estée Lauder, become more involved in transgender issues and causes.This falls along the lines with Jaden Smith being the new face of Louis Vuitton women's line...
How do you feel about companies switching gender roles in marketing campaigns?