In a unique collaboration, beauty brand, Mac, has teamed up with wall paint brand, Lick, to launch a limited edition paint, ‘Mac Black 40’. The campaign is all about self-expression and its creative strategy and concept has been developed in collaboration with creative agency, Grey London.

‘Mac Black 40’ is a rich, matt, jet black. Born from the idea that black is a wardrobe staple but less common in beauty and interior design, the limited edition paint seeks to reframe the colour and its usability.

‘Mac Black 40’ embraces the colour as timeless, powerful and expressive. The campaign encourages consumers to see black as a “one fits all” colour, with multiple functions within the beauty and home spaces.

Black is often shyed away from as bold and intimidating colour but the campaign switches the concept on its head to celebrate boldness. Just as Mac has encouraged consumers to express themselves through makeup, the partnership with Lick replicated this concept in interior design.

In a series of contrasting and complementary shots, Lick and Mac show all the ways in which black can be worn and the places ‘Mac Black 40’ paint can enhance the home. This creative execution was led by the in-house team at Lick.

The images, according to Dom Skinner, Director of Make-up Artistry at Mac, “[explore] the versatility of black. Showing how it can be harnessed in multiple ways from fierce rebellion to clean minimalist, from a simple sheer sweep to dynamic overdrawn intensity, black can go from cool to chic and proves why it’s a must for any trendsetter”.

The hero images show versatility in both use of the colour, and in the models selected. A representative range of makeup wearers reinforces the idea that the ‘Mac Black 40’ really is for everyone, to be used in their own individual ways for self expression.

Delving into this idea, Jo Moura, Director of Brand Marketing at Lick, said: “The campaign aims to showcase the versatility of black not just through the casting of our characters and the rooms they are paired up with, but also through a diverse group of creators from different backgrounds that will share their unique take on how to use M·A·C Black 40 in their homes”.

Photography for the interiors was executed by Oli Douglas and for beauty by Benjamin Madgwick. The paint colour will be available for a limited time, via lick.com.

The aesthetically pleasing creative campaign sees Mac and Lick forefront bold individuality. The partnership of beauty and design emphasises creativity and champions inclusivity, highlighting values close to both brands and positioning ‘Mac Black 40’ as a colour for everyone, a tool for unique self-expression.