MAC Bets on '90s Nostalgia for Latest Collection

Trolls_Makeup_IG - S 2016

Trolls_Makeup_IG - S 2016

MAC Good Luck Trolls are inspired by the neon-haired dolls of your youth.

Over the years, MAC Cosmetics has become known for its culturally relevant and star-studded collaborations — Lorde, Selena, Caitlyn Jenner, Zac Posen and Star Trek, for example. But the makeup brand’s latest collection announcement has us scratching our heads. The inspiration? Good Luck Trolls, those neon-haired, rhinestone-studded plastic dolls your parents cringed while buying.

Perhaps MAC has taken the recent '90s revival a little too seriously. It’s a bit unclear who their audience is with MAC Good Luck Trolls. Is it 30-somethings who remember playing with the trolls and want to relive their youth via neon-hued makeup? Or perhaps it’s teens who have no firsthand experience with the dolls but who embrace bold color and irony?

For MAC’s part, they’re touting a collection as silly as the characters, with a dose of glamor. The collection hits stores Aug. 4, and will start selling online July 28. 

Of the dolls that "have evoked love and joy," MAC senior vp/group creative director James Gager says, "MAC Cosmetics celebrates pop culture and fantasy — and brings these enchanting characters to life — through this eclectic, bright-hued collection."