December 24, 2023
Set throughout New York Style Week, the Estée Lauder marketing campaign follows the ‘get up and go’ routine of 4 McIntyre and two different content material creators.
Twenty-six-year-old Chicago native, artistic director, military veteran, and social media influencer Malik McIntyre is spreading his wings and making his grandiose entrance into the skincare world as one of many latest faces within the Estée Lauder x HighSnobriety marketing campaign.
From designing fashions for artists like Dreezy, Latto, and Asian Doll to turning into TikTok’s favourite sensational storyteller and psychological well being advocate, McIntyre took an uncommon path to success. McIntyre, who says he joined the navy as a approach out of Chicago, is not any stranger to the general public eye and makes use of his creative expression.
The marketing campaign dives into stapled Estée Lauder merchandise. Set throughout New York Style Week, the viewers observe the “get up and go” routine of 4 dynamic content material creators McIntyre, Remi Bader, and Dana Hasson. The main focus combines the glitz and glam of style, make-up, and skincare with the hustle and bustle of town. Making the purpose that glam is not only a part of the look. It’s an all-encompassing life-style.
BLACK ENTERPRISE spoke to McIntyre to speak about leaving the navy, turning into a full-time creator, and his newest marketing campaign with Estée Lauder.
What was the deciding issue for you whenever you realized you wished to make content material creation your full-time job?
To be trustworthy, I didn’t begin taking a look at content material creation or influencing full time till not too long ago, even once I was going viral and stuff and I used to be getting model offers. I used to be nonetheless considering to myself like okay, this isn’t one thing I’m gonna do on the aspect for enjoyable. All these alternatives stored popping out of the blue–model offers, the journeys, the campaigns. And I used to be like, this is sort of a job. That is like, this can be a factor. Proper? And so I used to be like, ‘Whoa.’ I acquired signed by an company and I used to be like, ‘Perhaps I ought to begin taking this a little bit bit extra severely.’ I feel my mother hates it. She was like, I can’t imagine that you simply actually make TikToks for a residing. I say self employed; she says unemployed.
What was your preliminary response whenever you discovered concerning the marketing campaign and that you simply had been going to be in it ?
I didn’t know I didn’t actually prefer it didn’t actually sink in for me till I used to be on set as a result of once they despatched the e-mail, it was like, it didn’t say Estee Lauder marketing campaign. It mentioned it was a video content material sequence. That’s what I noticed. So, I didn’t know what to anticipate. I didn’t know what it was actually. I acquired there and it was like a full manufacturing and there have been so many cameras and it was glam. I used to be like, ‘Whoa, that is the precise factor.’ You already know, I didn’t understand how huge it was till it really got here out. As a result of I had no thought what to anticipate.
How did it really feel to have the ability to incorporate your love for style and your love for content material creation on this marketing campaign?
It was loopy, it simply appears like I’m expressing myself each time I put one thing out. It simply feels prefer it’s simply me, it doesn’t actually really feel like work. Like even once I’m making the psychological well being content material. It doesn’t really feel like work. It appears like I’m serving to individuals.
What’s your favourite product from the Estée Lauder line?
My favourite product is the Revitalizing Supreme+ Moisturizer Youth Creme.
What’s your recommendation to individuals who don’t know what they wanna be once they develop up?
My recommendation is typically it’s important to take pointless or uncomfortable steps to get to you already know, the factor that makes you cheerful. So I’d positively say realistically do what you bought to do to get to that time. You already know, if that implies that you gotta go to work at a movie show or Chick-fil-A or no matter. Generally it’s important to do this to get to the place you need to be– like working within the navy and designing, and making content material like that was laborious. Working 12-hour shifts after which coming dwelling to sketch that was laborious, however, like, it was one thing that I did as a result of that was what I used to be captivated with. So you already know typically you bought to you actually acquired to push your self to get to that time. Like, it’s not simple. Like, none of it was simple.
