MAC's new "Strength" collection advertisement

MAC cosmetics are changing the notion of beauty in their make-up collections as well as in their ad campaigns. And we are so pleased and thrilled to see lately their new ad campaign for their latest collection named “Strength”
where there is no thin model. It is not the first for MAC. But this time it is different. The woman in the cliché is named Jelena Abbou. 

She is a Serbian-American competitive body builder and fitness model. Here is a body that is so different from the usual physical ideal that we see in every other ad and magazine and T.V. Jelena is styled and photographed in a way that glamourizes her and highlights her beauty and her femininity, but the ad also does not camouflage or attempt to minimize her incredible “strong” body which is mostly scary to people. 

As Samantha Escobar highlights “There's a pretty strong social stigma against women who are "too" muscular. A man with a six-pack is supposed to be sexy; a woman with a six-pack is supposed to be "mannish." That stigma is why it's so shocking to see Abbou in a cosmetics ad.”

Strength collection includes powerful hues that you can strike a powerful pose and displays confidence and fearlessness anywhere you go.  The collection features:

• Two Quad Eye Shadow Palettes, 
• 5 Sexy Matte Lipsticks, 
• 2 Lip pencils, 
• An assortment of Brushes and Tools, 
• Blush and Nail Lacquer,

Are we finally changing our views on beauty?