MAC Cosmetics creates buzz with female bodybuilder ad

New MAC Cosmetics campaign featuring bodybuilder Jelena Abbou (Courtesy of M.A.C Cosmetics)

New MAC Cosmetics campaign featuring bodybuilder Jelena Abbou (Courtesy of M.A.C Cosmetics)

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, Last Updated: 11:22 AM ET

A new cosmetics ad by MAC has had the internet aflame for its bold interpretation of female beauty. 

Serbian-American bodybuilder Jelena Abbou stars in the latest advertising campaign for MAC, titled 'Strength.'

This time around it's not a shockingly nude, scarily thin, or dangerously obese female body that's been creating the buzz, but a muscular and prettily made-up woman. 

A competitive bodybuilder and fitness model, 35-year-old Abbou was born in Serbia but is now a resident of New Jersey, and the athlete's body is creating chatter online. 

Jenna Sauers, writing on Jezebel, explained why: "hers is a body that is so different from the usual physical ideal that is shoved down women's throats." The Huffington Post commented that "the overall effect is pretty striking in a great way."

Previous MAC campaigns have featured collaborations with fashion icons Lady Gaga, Daphne Guinness and Iris Apfel, but this is the first to feature such a radical divergence from the 'normal' bodies featured in cosmetics advertising.  

While it's new for MAC, this is not the first time that Abbou has appeared in a promotional campaign: in 2011 she became the face of body-building supplement Fahrenheit.  


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