And it has nothing to do with cosmetics.
The models in MAC Cosmetics' new fall collection might look a little bit different from the faces you're used to seeing on makeup ads.
That's because they're normal people, just like you and me.
This fall, MAC launched its MACnificent Me collection with a campaign meant to highlight the styles and voices of six amazing people.
Thousands of models entered the contest, hoping to be part of this campaign. They submitted a photo of themselves along with a mantra about what makes them "MACnificent" and unique.
Ultimately, six contestants were selected as finalists in the contest. They were flown to New York City for makeovers and photo shoots.
Who are these models?
Meet Luzmaria, a woman from Anaheim, California.
Wearing vampy purple lipstick, smoky eye shadow, and a blowout with some serious height, she has become one of the favorites of the campaign. Her headshot on Instagram got almost 42,000 likes and hundreds of supportive, encouraging comments.
Revealing the M•A•Cnificent makeover of Luzmaria, one of our incredible winners featured in our 2015 Fall Colour campaign! #MACnificentMe
A photo posted by M∙A∙C Cosmetics (@maccosmetics) on
In her contestant video, Luzmaria talks about how proud she is to be modeling for MAC — not just because it's an amazing opportunity, but also because she knows the campaign can empower other women who may not feel confident because of their weight.
"Some people just think because you're overweight, you don't have feelings," Luzmaria said, while tearing up in MAC's finalist video. "But with this I'm going to prove — look, I don't have a gorgeous body, I don't think I'm beautiful, but look at where I'm at. I don't need a gorgeous body. It was really the inside that counted. I don't need to be size 2, skinny — I'm here."
Hell. Yes. Luzmaria.
The campaign also features Trésor, a transgender woman from Canada.
Having the courage to experiment with cosmetics, which eventually developed into an intensive study of makeup artistry, helped Trésor as she came out as trans, she wrote in Teen Vogue.
“I had struggled with not feeling beautiful, and it's amazing to be sitting here, because it's an actual manifestation that I am beautiful, and I don't need to feel insecure, and I don't need to feel like there's no hope because there is," said Trésor, who wore a bright red lipstick that illuminated an incredible smile.
The campaign also features four other models: Ben and Ji Won...
... and Vanessa and Selena.
They're all equally stunning and fascinating. You can watch all of their videos and check out their photos on the MACnificent Me website.