June 17, 2020 – M·A·C Cosmetics joins forces with Maxis™, a studio of Electronic Arts Inc. (NASDAQ:EA), for a special collaboration in the popular life simulation game The Sims™ 4 as the first ever makeup brand available in the game.
Now available as a free base game update*, players can experiment with M·A·C looks in the game’s Create A Sim tool, which allows users to customize every detail of their Sims, from their distinct physical features to their unique quirks and personality traits. The collaboration offers users to customize a range of looks with a broad spectrum of skin tones. Looks range from everyday beauty to fashion forward and avant garde glam designs.
“For the past 20 years, The Sims has strived to empower people to express themselves—both in the game and in real life—and our collaboration with M·A·C Cosmetics further celebrates the diversity and creativity of our amazing community,” said Lyndsay Pearson, General Manager and Executive Producer of The Sims. “Players can experiment with these new makeup looks from M·A·C to create Sims that are unique and redefine their own rules of beauty.”
The collaboration is a natural one between both M·A·C and The Sims 4 who share the same brand values centered around inclusivity, self-expression, and creativity. M·A·C Cosmetics is created for all ages, all races, and all genders and offers a full portfolio of products with makeup artistry at its core.
M·A·C Director of Makeup Artistry Romero Jennings, who developed the looks, designed each makeup style with varying skin tones in mind. “As a black makeup artist, it’s especially important that the looks work for Simmers of all skin tones,” said Jennings. Looks range from iconic and classic to trend-driven and eccentric. Focused on the lips, face and eyes in shades inspired by M·A·C’s extensive product range, allow Simmers endless customizable makeup looks.
“It’s been so much fun to digitally recreate all of my IRL makeup inspirations from endless photo shoots, master classes, pop culture, and hundreds of Fashion Weeks. With so many of us around the world staying home, our collaboration will inspire Simmers to become makeup artists expressing themselves in a way the game has never offered before. I can’t wait to see Simmers’ creations both in-game and IRL as well,” said Romero Jennings.
The possibilities for imagination and individuality are unsurpassed, and everyone is invited to challenge and play with beauty boundaries along with M·A·C and The Sims 4. Simmers are invited to tag their digital or IRL looks on social platforms using #MACxTheSims on social media, or upload their digital makeup creations to The Sims 4 Gallery here.
*REQUIRES THE SIMS 4 GAME (SOLD SEPARATELY) AND ALL GAME UPDATES TO PLAY.
For PR inquiries please contactRay Almeda / 650.628.7015 at Electronic Arts or Amanda Downs / 212.372.6273at M·A·C Cosmetics
About M·A·C Cosmetics
M·A·C (Make-up Art Cosmetics), a leading brand of professional cosmetics, is part of The Estée Lauder Companies Inc. Since its creation in Toronto, Canada, over 30 years ago, the brand’s popularity has grown through a tradition of word-of-mouth endorsement from makeup artists, models, photographers, and journalists around the world. M·A·C is now sold in over 115 countries/territories worldwide. Follow M·A·C on Twitter, Snapchat and Pinterest at @MACcosmetics, become a M·A·C fan on Facebook (facebook.com/maccosmetics), follow M·A·C on Instagram (instagram.com/maccosmetics), watch M·A·C videos on YouTube (youtube.com/maccosmetics). For a M·A·C location, visit maccosmetics.com.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices, and personal computers.
In fiscal year 2020, EA posted GAAP net revenue of $5.5 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS™ FIFA, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™ and Plants vs. Zombies™. More information about EA is available at http://www.ea.com/news.
Maxis, The Sims, EA SPORTS, Battlefield, Apex Legends, Need for Speed, Titanfall and Plants vs. Zombies are trademarks of Electronic Arts Inc. John Madden, NFL and FIFA are the property of their respective owners and used with permission.