LONDON, September 4 /PRNewswire/ --

- M-A-C Cosmetics Returns as Official Makeup Brand of London Fashion Week
While Delivering Instant Behind the Scenes News Through the Latest Social
Media Craze "Twitter"

"Fashion is part of the DNA of M-A-C - it inspires our artists and
products worldwide. M-A-C is proud to take the lead in beauty as the official
make-up sponsor of London Fashion Week in a city that continues to play such
a vital role in M-A-C's global fashion outreach." John Demsey, Group
President - M-A-C, Estee Lauder, Prescriptives, Sean John and Tom Ford
Beauty.

From 1995, M-A-C has supported some of the most cutting edge fashion
designers in the UK and London still play a vital role in M-A-C's global
fashion outreach.

The Designers:

M-A-C participates in New York, London, Milan and Paris Fashion Weeks
and, this season, once again, will be supporting designers and professional
make-up artists at over 175 shows in the four cities.

M-A-C will be supporting over a record breaking 40 designers in London
this season including an inspiring cross section of British based designers -
Giles, Vivienne Westwood Red Label, Temperley London, Todd Lynn, Adidas by
Stella McCartney, Josh Goot, Ossie Clark, Peter Jensen, Erdem, Danielle
Scutt, Margaret Howell, Nathan Jenden, Richard Nicoll, House of Holland,
Louise Goldin, Betty Jackson, Sinha-Stanic, Jaeger London, Aquascutum, Nicole
Farhi, Emma Cook, Peter Pilotto, MeadhamKirchhoff and Charles Anastase.
Designers Louise Gray, Natacsha Stolle and David David from the innovative
Fashion East stable will also be supported by the M-A-C Pro Team here in
London along with exciting emerging talent showing off schedule - Afshin
Feiz, Felder Felder, Anna Sekularac, Poltock & Walsh, Krystof Strozyna and
Emilio de la Morena.

The Scoop:

Fashion fans and beauty junkies alike crave instant
gratification-immediate insider beauty news, tips, trends and expert
commentary as it's happening backstage from the upcoming Spring/Summer 2009
fashion shows.

M-A-C is the Fashion Week authority and always a step ahead in social
media. This season, the M-A-C PRO Team of makeup artists will use Twitter to
give real-time updates about their behind the scenes experiences at the New
York, London, Milan and Paris shows including titbits on cutting edge beauty
trends, fashion, and the top designers and models that dominate the fashion
week scene.

Twitter is the latest social media craze, a micro-blogging service
available online and via any mobile phone. People "tweet" each other on their
computer or phone through quick, frequent exchanges limited to 140
characters. Now, for the first time ever, diehard fashionistas and makeup
lovers around the world can connect with M-A-C Senior Artists backstage, in
real-time at the season's hottest shows to learn the scoop on the looks
they'll be seeing on the runway before, during and after it happens.

The M-A-C Media Lounge:

Situated in the main London Fashion Week Exhibition Tent at the Natural
History Museum, the M-A-C Media Lounge will be the definitive destination for
press, designers, models and fashion insiders to catch up on daily catwalk
makeup trends, exclusive backstage video footage from the shows and relax,
catch their breath and escape the crowds. The Lounge will have the latest
trend updates, face charts, internet access and of course makeup touch-ups!
Alexander Dexter-Jones, Mark Ronson's brother and a music prodigy, designed
the iPod playlists for the Lounge.

Additionally, M-A-C has created an exclusive, limited edition S/S09
Lipstick which will only be given away to a lucky few. The lipstick is a
bright pink hue that is expected to be one of the "it" colours of the season.
As it is not available for Retail Sale, M-A-C's S/S09 Lipstick will be the
fashion week must-have!

The Products:

In addition to creating the beauty trends on the runway, Fashion Week
plays a critical role in M-A-C Cosmetics Product Development process. Artists
have the opportunity to test drive product prototypes sometimes years before
they reach consumers. The Artists give the Product Development team specific
feedback on product texture, colour and application and in response and to
meet the artists' needs, the products are often reformulated.

"When artists get excited about a product, we are confident it has a good
chance of being an instant success," says Espinet. "It's always a good sign
if models flip out and want the new products for themselves too!"

This season is shaping up to be one of the biggest yet for Product
Development. The M-A-C PRO Team will be in the final testing phases of a new
hydrating foundation with a unique cream-gel technology and a corresponding
concealer. Additionally M-A-C will test a new lip gloss formula, a new loose
Pigment formula, a mineral cake eye liner, PRO only eye liner and eye base in
an array of vibrant shades as well as several innovative products for skin.
Studio Finish Skin Correctors will also make their fashion week debut, they
were created to help our Artists adjust the tones of foundation and concealer
to cover facial imperfections or create new shades.

M-A-C aims to launch the products tested backstage to consumers in either
Spring 2009 or Fall 2009.

The Team:

M-A-C has over 75 M-A-C Pro make-up artists working around the world in
fashion. Heading the team at London Fashion Week will be M-A-C's Director of
Makeup Artistry in the UK, Terry Barber. Terry has worked on some of M-A-C's
most important global fashion projects including shows for London innovators
- Alexander McQueen, Giles, Zandra Rhodes, Luella, Matthew Williamson and
Vivienne Westwood. The M-A-C PRO Team is unique within the beauty and fashion
industry because of its ability to work with each designer's team to support
the designer's creative vision via M-A-C's high performance professional
products.

Terry and the team will also be joined by M-A-C's Vice President of
Makeup Artistry, Gordon Espinet, who will be keying the hotly anticipated
Vivienne Westwood Red Label show:

"M-A-C's involvement in Fashion Week allows our Artists to exercise their
craft with some of the world's most renowned makeup artists and to hone their
skills in fast-paced, chaotic environments. It is a survival of the fittest
atmosphere and our Artists, year after year, season after season rise to the
occasion. From the most high-profile designer to an emerging up-and-comer,
M-A-C Artists are there and ready to work," says Gordon Espinet, Vice
President of Makeup Artistry, M-A-C Cosmetics.

For further information or to book an interview with one of the M-A-C Pro
Team backstage or at the Media Lounge, please contact:

Notes to Editors:

About M-A-C and Fashion Week

M-A-C Cosmetics sponsors fashion weeks throughout the world, including
New York, London, Athens, South Africa and Sydney Fashion Weeks. For one
month, beginning in New York, M-A-C's international team of over 75 PRO
Makeup Artists - joined by the most talented freelance artists from around
the world - join the fashion migration trail going from New York to London,
Milan and Paris.

The M-A-C PRO Artist teams work closely with such legendary makeup
artists as Tom Pecheux, Charlotte Tilbury, Val Garland, Kabuki and Polly
Osmond and play key roles in creating the makeup looks on the most famous
runways in the world.

Ruth Wiles
    t: +44-870-034-6858
    m: +44-7764-563-756
    e: rwiles@mac-cosmetics.co.uk

    Enza Di Stasi
    t: +44-870-034-6514
    m: +44-7900-006-076
    e: edistasi@mac-cosmetics.co.uk

    Jodi Isaacs
    t: +44-870-034-6775
    m: +44-7747-790-983
    e: jisaacs@mac-cosmetics.co.uk