THE WHAT? The Estee Lauder Companies-owned MAC has launched a limited edition collection conceived in collaboration with Egyptian actress Yasmine Sabri for the Middle Eastern market, according to a report published by Scoop Empire.
THE DETAILS The Mac X Yasmine Sabri collection comprises a series of eyeshadows, lip products and lashes. The actress appears in the campaign with a deep red lip and smoky eye created by make-up artists Nora Bo Awadh.
“I stand out and I don’t belong to any crowd. I’m strong, I’m independent, I’m beautiful, I’m wild, I’m irreplaceable,” Sabri told Vogue, per Scoop Empire. “I think we, as Arab women, should always try to inspire others, be good role models, and help women specifically to be empowered and to believe in themselves and to feel like we are worthy.”
THE WHY? Multinational brands are increasingly taking a local approach to marketing with spokespeople chosen to appeal to the local demographic. Sabri’s collab with Mac is a case in point.