Quick Answer
MAC Cosmetics has brought its new global “We All Wear MAC” campaign into the New York subway with portrait-led train wraps and interior transit media. Doja Cat leads the campaign alongside other international figures including Olandria Carthen and Tini, while the supplied campaign material also points to Rhea Raj appearing in the NYC subway rollout. The transit execution turns the subway into a moving collage of faces, color and MAC branding.
Bring Beauty Campaigns Into Transit With Local OOH
Beauty brands can use transit media to put faces, color and product culture directly into the daily movement of a city. Local OOH can help brands plan subway, transit, street-level and high-impact OOH campaigns that create repeated visibility across platforms, stations and daily commutes.
MAC Cosmetics’ “We All Wear MAC” rollout shows how a global beauty campaign can become more immersive when the media surrounds audiences throughout the transit journey.
Doja Cat Leads the Global “We All Wear MAC” Campaign
Doja Cat leads the launch of “We All Wear MAC”, the new global campaign from MAC Cosmetics.
According to the supplied campaign information, she shares the spotlight with other international figures including Olandria Carthen and Tini, expanding the campaign beyond a single celebrity face.
The idea presents MAC as a brand that can belong to different personalities, aesthetics and communities while maintaining one recognizable visual identity.
A New Chapter After MAC and Doja Cat’s First Viral Collaboration
The campaign follows an earlier collaboration between MAC Cosmetics and Doja Cat that generated widespread conversation.
The supplied information references the moment when the artist appeared to eat a lipstick during a VMAs red-carpet appearance, turning the brand partnership into a widely discussed cultural moment.
“We All Wear MAC” builds on that attention but expands the concept into a larger ensemble campaign rather than relying on one surprising stunt.
The NYC Subway Becomes a Moving Portrait Gallery
One of the most visible expressions of the campaign appears on the New York City subway.
The supplied train image shows an exterior wrap built from a grid of close-up portraits, each framed in a different field of color.
The faces sit alongside the large “WE ALL WEAR MAC” message, turning the side of the train into a moving collage of beauty identities.
Instead of using a single hero portrait, the execution makes multiplicity the visual idea.
Explore subway, transit and beauty OOH opportunities with Local OOH
The Campaign Repeats the Message Throughout the Rider Journey
The campaign continues inside the train, where portrait imagery appears in car cards and overhead panels.
That repetition is important because transit audiences do not encounter the campaign only once.
They can see the exterior as the train arrives, move past branded portraits on the platform and then remain surrounded by the same visual system once they are inside the car.
This creates a more immersive media sequence than a single isolated poster.
Interior Subway Media Gives the Campaign Frequency
The supplied interior image shows the “WE ALL WEAR MAC” message repeated above the subway windows alongside a long sequence of tightly cropped faces.
A larger portrait appears in a vertical frame closer to eye level, extending the same campaign system into another transit format within the car.
The combination creates both scale and frequency: the campaign can be read from across the carriage while individual portraits reward closer viewing.
The Cast Extends Beyond the Headline Celebrity
While Doja Cat is the most prominent name in the launch, the campaign is designed around a broader group of faces.
The supplied campaign information names Olandria Carthen and Tini among the international figures involved.
A separate supplied note also points to Rhea Raj appearing in the New York subway rollout, reinforcing the campaign’s ensemble approach.
That structure supports the core message: the campaign is less about one person wearing MAC and more about many different people being represented within the same brand world.
Why the Subway Is a Strong Fit for “We All Wear MAC”
The New York subway naturally brings together people with different backgrounds, styles and routines in one shared environment.
That makes it a particularly relevant setting for a campaign built around the phrase “We All Wear MAC.”
The medium reinforces the message because the campaign appears in a place defined by diversity, repetition and constant movement.
What Makes the MAC Cosmetics Transit Campaign Stand Out
- The cast is the visual system. Multiple portraits create a collective identity rather than relying on one conventional hero image.
- The campaign works across the full transit journey. Exterior wraps and interior media repeat the message before and during the ride.
- Color separates the faces while keeping the system coherent. Different backgrounds create variety without losing the campaign’s recognizability.
- The message fits the medium. A campaign about many different people appears inside one of New York’s most diverse shared public environments.
- Celebrity visibility supports a broader idea. Doja Cat leads the launch, but the campaign expands beyond one celebrity to build a larger global cast.
How Local OOH Can Support Beauty and Fashion Transit Campaigns
Beauty and fashion brands can use transit media to repeat a visual system across multiple touchpoints instead of relying on one isolated placement.
Train wraps, station media, car cards, digital screens and street-level placements can work together to create a campaign that follows audiences through the city.
For brands exploring a similar approach, Local OOH can help plan transit campaigns that combine reach, frequency and creative consistency across the environments where audiences travel every day.
Final Reflection: MAC Turns the Subway Into a Shared Beauty Platform
“We All Wear MAC” becomes especially effective in the subway because the campaign and the environment reinforce the same idea.
The train exterior presents a moving collage of faces, while interior media keeps those portraits and the campaign line visible throughout the ride.
Instead of treating transit as a simple place to display an ad, MAC Cosmetics uses it as a shared public setting where the campaign’s collective identity can feel physically present.
Build Your Next Transit OOH Campaign With Local OOH
If your brand wants to create a campaign that follows audiences across trains, stations, street-level media or other high-frequency transit environments, Local OOH can help turn the idea into a coordinated real-world OOH campaign through subway media, transit wraps, DOOH, station placements and other formats designed around the audience journey.
Summary
“We All Wear MAC” uses the New York subway as a high-frequency public canvas for a global beauty message built around individuality and collective brand identity. Full-train exterior creative and interior car cards repeat the campaign’s portrait system across the journey, making the work visible both on the platform and inside the train. The campaign is led by Doja Cat and expands through a broader international cast, reinforcing MAC Cosmetics as a brand worn across different faces, styles and cultures.
Sources
Campaign information and visuals were supplied for this article. The supplied material identifies Doja Cat as a lead figure in the global We All Wear MAC launch, names Olandria Carthen and Tini among the wider cast, and references Rhea Raj appearing in the NYC subway rollout. No verified campaign reach, impression or performance figures were supplied.
FAQs
What is “We All Wear MAC”?
It is a global MAC Cosmetics campaign built around a diverse cast of faces and personalities, with Doja Cat leading the launch.
Who appears in the campaign?
The supplied campaign information names Doja Cat, Olandria Carthen and Tini, while an additional supplied note references Rhea Raj appearing in the NYC subway rollout.
How is the campaign appearing in New York?
The supplied visuals show the campaign across New York subway train exteriors and interior transit media using repeated portrait photography and We All Wear MAC branding.
Why does the subway work well for this campaign?
The subway gives the campaign repeated exposure across a shared public environment, reinforcing a message built around many different faces and identities.
Why is the campaign relevant to transit OOH?
The train wrap and interior media work together as one system, creating visibility before passengers board and maintaining the campaign throughout the ride.
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