In a move that will puzzle anyone who knows anything about marketing, today MAC Cosmetics announced its newest collection, MAC Good Luck Trolls. We can only think of one setting in which one would actively embrace the beauty aesthetic of the “wild-haired dolls of your youth [and] their rainbow tufts, bejeweled bellies and lucky charms” — and, after next weekend, that occasion will have officially passed.
The “crazy-hued collection as silly as the characters themselves” won’t be available online until July 28 with an in-store release date of August 4. That’s just in time to miss every major music festival save New York’s Electric Zoo, including, most notably, this weekend’s Coachella, which is possibly the only space in which we’d forgive wearers of the line’s “frosted chartreuse green” pigment and “transparent sky blue with fine pink reflect” lip gloss. Considering the fondness for metallic lips and eyes, unconventional hair colors and hair glitter at this year’s California-based festivities, you’d think MAC would’ve timed the release of the collection to cater to its most promising base.
Then again, perhaps MAC is targeting a younger audience with its seemingly ill-fated Good Luck collection. In a press release to accompany the launch announcement, MAC Senior Vice President and Group Creative Director James Gager states, “The Good Luck Trolls have evoked love and joy since the 1960s. We are so happy we can put the spotlight on them again. MAC Cosmetics celebrates pop culture and fantasy – and brings these enchanting characters to life – through this eclectic, bright-hued collection.” Sounds like our five-year-old dreams come true.
Who knows, maybe the spotlight will continue to shine on festival-inspired beauty trends. And, to be fair, bright shades do flatter darker skin tones. Overall though, unless MAC plans to go the route of most of its peers and hire a celebrity spokesperson to promote the collection, all we can say is…good luck.
