Grey London, in partnership with interior design brand Lick, known for its innovative approach to colour and home décor, and MAC Cosmetics, launched the MAC Black 40 campaign to directly confront the beauty industry's historical taboo surrounding the colour black. Driven by a desire to spark creativity, the campaign aimed to empower audiences to embrace black as a symbol of self-expression not just in fashion but in their homes too, showcasing its versatility and challenging outdated perceptions that limited its use. The goal was to redefine beauty standards by demonstrating that black is not a colour to be feared, but a powerful tool for creativity and individuality. By highlighting the Black Cherry collection's ability to create bold and unexpected looks, the campaign sought to inspire confidence and break down long-standing barriers within the beauty and interior design world. 

Black Cherry: Transform Your Look with Lick 

Famously Effective

The strategic juxtaposition of a historically stigmatised colour with the aspirational world of high-fashion beauty. By showcasing black makeup on diverse models and influencers, the campaign challenged the notion that it was only suitable for certain skin tones or occasions. This bold move resonated deeply with audiences, sparking conversations and generating significant buzz. It transformed a perceived limitation into a powerful statement of self-expression and inclusivity, proving that black is not just a colour, but a symbol of empowerment.