Makeup Art Cosmetics
1. History M.A.C was founded in 1984 from Toronto, Canada, by two Canadian chaps named Frank - make-up artist and photographer Frank Toskan and beauty salon owner Frank Angelo. It was originally created for professionals but soon gained such a popularity that it was launched to the general public soon after. In 1995, Estée Lauder Companies purchased 51% of the company and then in 1998, after the death of one of the founding Franks, they bought the remaining share. Estée Lauder, being the massive global beauty company it is, helped M.A.C grow even further and there are now a whopping 1500 locations selling the brand in 78 different countries worldwide.
2. Brand Personality A. Cosmopolitan
M.A.C has always postioned itself as the caterer of make up for individuals of every color,race and ethnicity. B. Innovative
4. Target Audience A. Age group 18~30 B. Gender Female C. Charcter Traits Outgoing, confident,media savvy and a fashion lover D. Life Style Likes to party, has an active lifestyle which includes a busy social calendar but also activities like fitness. -> The M.A.C consumer is a young, fashion-conscious individual who is seeking a unique look without compromising on the latest fashion trends.
M.A.C has offered innovative makeup trends to people. C. Irreverent
5. Brand Positioning Daring Colours (vivid)
M.A.C has refused to subject to the stereotypical corporate image of beauty for tis brand. D. Original M.A.C has provided over $160 milion to its MAC for Aids charity and for a while distributed condoms with the sale of its VIVA Glam lipsticks.
3. Brand Vision A. Vision
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LOW
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“All ages, all races, all sexes.” B. Values Playful irreverence, cool confidence, social awareness C. Scope To become a global brand and share the philosophy of M.A.C around the world
Neutral Tones (Natural)
Makeup Art Cosmetics
6. Marketing Mix
7. Public Relations A. Reviwes
PRICE
PRODUCT
PLACE
PROMOTION
The brand commands premium prices because of the good quality products, but also because customers are looking for innovation. The Product is the focus : simple prodcut packaging made of plastic or glass. Products also have straightforward names and are trend setting colours. Characterstic : Eye catching, stylish, high profile, backstage make up
Minimalistic locations, with marble counter tops, and open tester units. All M.A.C image is conveyed to the customer via the artistic’s work attire : a 100 attire is required. The window of the entrance has a promotion poster and decoration for the very recent campaign. Pop music(main stream music) is played and the products are well organized in circle shaped clear cases. The other side of the store is for customers to get makeup from makeup artist.
M.A.C is a testimonial brand of cosmetics. They rely solely on testimonials and word of mouth advertisement via their fashion shows implications, celebrities etc. They has seasonal products every (spring/summer), (fall/winter) and sometimes they release special edition versions like hello kitty, wonderwoman,etc but mostly they advertised by customers’ words by their mouths to mouths. However, M.A.C does advertise only one product and that is Viva Glam Lipstick. The ad is usually is a high profile event and involving A-listers.
Apart from traditional media, M.A.C regularyly gives out new launched products to be reviewed by various beauty websites and beauty blog ownders wichi is one of very powerful SEO tool and increase the credibility of the brand. M.A.C has also always been popular among beauty journalists who have given the brand valuable postive PR. B. Social Networking Tools M.A.C has been one of the first beauty companies to truly embrace Twitter to communicate with its customers. Since September 2008, the company has been offering instant quotes, tend insights and a glimpse into what happens backstage at major fashion shows. “M.A.C and Twitter is the perfect backstage collaboration.” said Laura Elkins VP of Consumer Marketing and Artist Relations at M.A.C cosmetics. C. Sponser ship The brand sponsors fashion weeks throughout the world, including NY, London, Athens, South Africa, Sydney and Tokyo Fashion Weeks and sends over 50 M.A.C Pro Team makeup artists to work backstage with designers and creators. D. Viva Glam Established in 1994, the M.A.C AIDS fund supports men, women and children affected by HIV/AIDS globally. Entire selling price of the VIVA GLAM lipsticks would go to the M.A.C AIDS fund. It started with a dragqueen as first model and subsequently, it associated with A-list names such as Dita Von Teese, and Lady gaga.
8. Images of Products VIVA GLAM (CELEBRITIES) Viva glam line is M.A.C’s line that its profit will be used for M.A.C AIDS fund supports men, women and children affected by HIV/AIDS globally.
SEASONAL EXCLUSIVE In every seasons, mac releases new shades with unique packaging design and suggests makeup trends. Seasonal exclusive prodcuts are collective items for customers.
LIMITED EDTIONS M.A.C collaborates with many different characters like Wonder woman,Hello Kitty and Disney charcters.
Makeup Art Cosmetics
BRAND POSITIONING & CO M.A.C ‘s competitive brands are NARS, BOBBI BROWN. BOBBY BROWN is more neutral tones and price is little bit expensive than M.A.C but since they aim for natural tone so their customers range are more opened to many races. NARS is a lot similar to M.A.C than BOBBY BROWN. They lunches different editions like M.A.C. The price range and the color palette they are using are similar to M.A.C . Thus, if the M.A.C. wants to drag more customers’s attention, it needs different distinguishable personality than them.
TARGET AUDIENCES Daring Colours (Vivid)
A. Age group 18~30
B. Gender Female
C. Charcter Traits Outgoing, confident,media savvy and a fashion lover
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HIGH
PRICE
D. Life Style Likes to party, has an active lifestyle which includes a busy social calendar but also activities like fitness.
The M.A.C consumer is a young, fashion-conscious individual who is seeking a unique look without compromising on the latest fashion trends.
Neutral Tones (Natural)
Makeup Art Cosmetics
LOGO M.A.C logo is just simple and minimalistic. Simplicity of the logo shows their characteristic.
The Monogram of M.A.C ? Why didn’t it work well ? M.A.C had launched new edition which is called “MONOGRAM” with monogram of the M.A.C. It seems more elegant and luxurious. Some customers loved it but they aweren’t successful than M.A.C expected. The reason was it doesn’t show M.A.C personality which is simple and minimalistic and customers felt different mood from them.
EXPERIENCE Makeup Art Cosmetics
PRICE
PRODUCT
PLACE
PROMOTION
The brand commands premium prices because of the good quality products, but also because customers are looking for innovation
The Product is the focus : simple prodcut packaging made of plastic or glass. Products also have straightforward names and are trend setting colours. Characterstic : Eye catching, stylish, high profile, backstage make up
Minimalistic locations, with marble counter tops, and open tester units. All M.A.C image is conveyed to the customer via the artistic’s work attire : a 100 attire is required. The window of the entrance has a promotion poster and decoration for the very recent campaign. Pop music(main stream music) is played and the products are well organized in circle shaped clear cases. The other side of the store is for customers to get makeup from makeup artist.
M.A.C is a testimonial brand of cosmetics. They rely solely on testimonials and word of mouth advertisement via their fashion shows implications, celebrities etc. They has seasonal products every (spring/ summer), (fall/winter) and sometimes they release special edition versions like hello kitty, wonderwoman,etc but mostly they advertised by customers’ words by their mouths to mouths. However, M.A.C does advertise only one product and that is Viva Glam Lipstick. The ad is usually is a high profile event and involving A-listers.
PERSONAS Makeup Art Cosmetics
ADVANCED USER
Name : Kino,Dang Age : 21 Gender : Male Characteristic : confident, sweet, creative,sociable, courageous
INTERMEDIATE USER
Name : Gavin,Turf Age : 24 Gender : Female Characteristic : playful, spunky, wild, challenger He was born and raised in Philippines and he came to Seattle to study when he was 19. His major is telecommunication. He is shy to stranger but once he gets to know people he is very funny and sourageous. He goest to school during weekdays. But he is a party animal so he does go party often. He also becomes a drag queen, whose name is Kiana Manila, for weekends for fun. When he is a drag queen, he gets more confident and becomes entirely different person. Kiana Manila is more fierceful and extroverted than normal Kino. He normally wears fitted jeans with shirts or t shirts with accessories and when he becomes Kiana Manila, he wears sexy,exposed clothings. He likes Urban outfitters, Bebe, and vintage clothings. He puts basic makeup and when he becomes Kiana, he puts lots of heavy, dramatic and vivid makeup. His desire of makeup is more colorful or highly pigmented color makeup products for his another ego.
NOVICE USER
Name : Yoonsun,Ji Age : 29 Gender : Female Characteristic : calm, sensitive, cold-blooded, tomboy style She was born and raised in UK. She is a singer. Her music genre is pop and her inspirational singers are Duffy, and Amy winehouse. She is spunky and engergetic. She likes to collaborate with people from different styles. She likes to wear bringht colors usually and specially she wears shiny and decorated costumes. She likes to try something new. She usually puts her makeup when she performances on the stages. She goes to school during daytime on weekdays and she works at bar as a singer during nighttime. During weekends,she usually does homework or either work with her music career by writing songs or jamming with her band. She goes to shopping once a week for her look for the stage. Her favorite brands are freepeople, Guess, Jessica simpson. She doesn’tShe wishes to have makeup products which can make her pops and is not smudge by her sweat.
She is a freelancer photographer in Korea. She takes avantgarde pictures with only black and white. Her main subjects for photo are related geometric shapes. People say she is corky and weird a bit. She wears desaturated color clothing mostly. Black leather jacket, button-up shirts, fitted jeans with sneakers are her usual outfit. Her brands are Allsaints, Alexander Wang, and she has her own studio so her daily routine is she goes to her studio to take photos even if she doesn’t have work to do everydays (even during weekends). After she finishes her work schedules, she works out hard. She like to run and swim. People around her call her “workaholic”. Normally, she puts only lotion and nothing else. Occasionally, she draws her eyeliners with bold black color and use mascra for volumizing up. But her desire for beauty is that she wants her skin to look clean and silky. She eagers to try some extreme make over but never tried by herself.
INTERVIEW with actual customers
Makeup Art Cosmetics
NOVICE USER Sahngah Lee 19 / Female Seattle, Washington What’s your favorite M. A. C product ? (and why)
Eyeshadows and eyeliners. It’s because those are long lasting and love the color variations to choose from.
What is the keyword you can think of when you heard M.A.C ? Colorful and playful.
Why do you choose M. A. C?
They have various different colors I can choose depends on my mood. Regular products are good and special editions are just making me to want their products more. They are unique and professional but at the same time, they are affordable.
If you can make suggestion for collaboration with M.A.C, what would it be ?
Lego and Alexander Wang. Speically, Alexander Wang is the idea that I can come up with first. The boldness and edge style of Alexander Wang can be well blend into M.A.C products.
What do you think about logo ?
I think it’s minimal and simple but sometimes, I wish there’s emblem. I know the type becomes the logo itself but many makeup brands has similar logo white type logo with black background like BOBBY BROWN, NARS, SMASHMOX, and Make Up For Ever.
Jessica Muñiz 25 / Female Ukiah, California What’s your favorite M. A. C product ? (and why)
My favorite Mac product would have to be the Studio Moisture Tint SPF 15. I don’t like to wear a lot of makeup and I’ve used other products as foundation before but they just felt too tick and heavy on my face even though I would only use a small amount. I feel that the Studio Moisture Tint gives you enough coverage with using a small amount and it feels and looks like you have nothing on. It’s amazing! That is exactly what I was going for and I found it.
Why do you choose M. A. C?
Honestly I choose MAC because of its popularity. As humans I feel like we always want to go for what is “in”. MAC is super popular and is a prestigious line of cosmetics. So pretty much their brand name is what got me.
If you can make suggestion for collaboration with M.A.C, what would it be ?
I would love it if MAC had Vanessa Hudgens representing their products. A lot of the times they use celebrities that have a very exaggerated look and a lot of us like the more natural but classy look. I feel Vanessa Hudgens would be great for that.
Is there any dissatisfaction or improvements for M.A.C products? The only dissatisfaction that I have is that packaging. I wish it’s more distinguishable comaprared to other brands. I know M.A.C
Misty Belvidere 27 / Female Melbourne What’s your favorite M. A. C product ? (and why)
Mac STUDIOFIX Powder - because its EASY to use, light, covers up EVERYTHING. Like I do NOT LEAVE THE HOUSE without it! It gives me so much confidence as well!! And the way I justify buying it? If it makes me feel like that and its just a powder, its not hurting anyone so what the hell! Its a daily indulgence!!
What is the keyword you can think of when you heard M.A.C ?
Mac. Sophisticated. I love the instore promos you guys do, its not as avante garde as Illamasqua, its more accessible to the masses!!
If you can make suggestion for collaboration with M.A.C, what would it be ?
Alex McQueen. or you had an Artist MISHKA MINK in Adelaide shes curently in LA. You should make her the boss of all things creative at MAC because she is soooo freaking talented!! Other collaborations: Miss Van (street artist, shes amaze!!) Hello Kitty, Ben Quilty
Is there any dissatisfaction or improvements for M.A.C products? Only dissatisfation I have in Australia is the price. I knwo it is HALF of what you guys pay in the states!! ITS NOT FAIR!!! Most of my “make up wardrobe” is MAC now...! Packaging, I like how its chic and minimalist. I think some of the racks in store are a bit hard to navigate as for YEARS I had no idea they turned around! And I LOVE that its minimalist but sometimes its a pest to find out the prices of things.... Maybe the packaging could slide out rather than having to pop the little cardboard flap in and out. Thats again, more minimalist.