M·A·C Partners with Leading Language Services Providers, Sorenson, to Launch Industry First, BSL Makeup Service

Press Release, 20 May 2024

MAY 2024 - M·A·C Cosmetics is proud to be partnering with leading language service providers, Sorenson Communications to launch a British Sign Language virtual makeup service, a first for the UK beauty industry and testament to M·A·C’s commitment to inclusivity.

British Sign Language is the preferred language for over 87,000 deaf people in the UK, with over 150,000 UK individuals using BSL. A staggering 11 million people in the UK live with some form of hearing loss, the second most common disability in the UK.* (*https://bda.org.uk/help-resources/#universal)

Launching this month, consumers from the deaf community will now have the option to pre-book a free, 45-minute, one-to-one virtual session with a M·A·C Artist, joined by a British Sign Language (BSL) Interpreter, for a personalised tutorial.

Later this year, the service will extend to the M·A·C Carnaby Street flagship store, offering consumers the option to pre-book an in-person makeup service with a M·A·C Artist, with a BSL Interpreter joining the appointment virtually.

Sorenson Communications, a key partner in the creation of the service, are a global language services provider combining patented technology and human-centric services to connect people across signed and spoken languages through interpreting and captioning solutions.

“We are thrilled to partner with M·A·C Cosmetics on this pioneering initiative, which represents a significant milestone in our mission to enhance connectivity and accessibility," said Jorge Rodriguez, CEO of Sorenson Communications. "This collaboration highlights our dedication to inclusion and accessibility, setting a new standard for service in the beauty industry.”

Ipek Ersavas, VP/GM M·A·C UK&I said, “We are delighted to be launching this innovative and important service to our M·A·C consumers with the support of industry experts Sorenson. Our mission to bring makeup and artistry to all remains at our core and we look forward to continue pushing boundaries in this space.”

For further information, please visit M·A·C BSL Services
Or contact Roopa Pandit-Hussain at
[email protected]

M·A·C Cosmetics

M•A•C (make-up art cosmetics) is a leading brand of professional cosmetics and 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 130 countries/territories worldwide.

Follow M•A•C on Tiktok, Twitter, Facebook, Snapchat and Pinterest (@maccosmetics); become a M•A•C fan on Facebook (facebook.com/maccosmetics); follow M•A•C on Instagram (instagram.com/maccosmeticsuk) and watch M•A•C videos on Youtube (youtube.com/maccosmetics).

For a M•A•C location near your, visit maccosmetics.co.uk

Estée Lauder Companies’ VMA App

In 2023, the Estée Lauder Companies (ELC) UK & Ireland launched its Voice-Enabled Makeup Assistant (VMA) application, a first-of-its-kind, artificial intelligence-powered mobile app to help visually impaired users more easily and confidently apply makeup. ELC’s ambition for the launch of VMA was to support the visually impaired community by further enabling self-expression and self-empowerment through their relationship with makeup.

In the UK alone, the National Health Service estimates that more than 2 million people are living with sight loss, of whom 340,000 are registered as blind or partially sighted. ELC developed this app while connecting with visually impaired consumers who expressed the need for technology that can empower them with more independence to apply their makeup with confidence.

VMA’s pioneering smart mirror technology is driven by ELC’s Augmented Reality and Artificial Intelligence capabilities and was developed using machine learning. VMA uses voice instruction technologies to assist the user in makeup application; users receive audio feedback and tips on whether their lipstick, eyeshadow, or foundation is evenly applied. Using AI, ELC’s VMA identifies makeup applied on a user’s face and assesses the uniformity and boundaries of application and coverage. VMA identifies any areas on the face that may require more accurate application and audibly describes where touch ups may be needed.

The VMA App is available via the Apple App Store and Google Play Store for Android in the UK, US, and Ireland, and at esteelauder.co.uk. Future versions of the application will offer expanded services, with the goal of providing new features, including looks to choose from, and makeup education tools to help visually impaired users better utilize ELC’s products and services.