I Only Wear M·A·C

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For the 40th anniversary of the Sexiest Man Alive issue, People Inc. partnered with M·A·C Cosmetics to launch the magazine’s first-ever editorial centerfold, creating a bold, culture-driving 360° moment. Spanning print, social, and an in-store takeover, the collaboration seamlessly aligned M·A·C’s “I Only Wear M·A·C” campaign with PEOPLE’s iconic IP—delivering massive buzz, record-breaking impressions, standout engagement, and measurable sales impact.

  • The campaign launched with PEOPLE’s first-ever Sexiest Man Alive centerfold, seamlessly aligning M·A·C with the franchise’s boldest, sexiest editorial reveal to date.

  • The moment extended into the real world with a one-day takeover of M·A·C’s high-traffic Los Cerritos store, transforming the centerfold into an immersive retail experience.

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    Across social and digital, M·A·C’s exclusive ownership of the reveal amplified the impact, turning the historic print debut into a high-performing, shareable cultural conversation online.