Content Page Technology Media Consumption: pg1 Trends And Experience Collabs: pg2-pg3 Events: pg4-pg7 Emerging Customer Habbits: pg8 Retail Performances Analysis: pg 9- pg10 Mac Research: pg11-pg17 Our Mac Girl: pg18-pg19 Mac Identity Prism: pg20 Mac Pestel: pg21-pg22 Matrix: pg23 Oppotunity And Why: pg24-pg25 Mac Analysis: pg26-p27 Community Mix: pg28-pg35 Proposal: pg36 4P’s: pg37 Press Release: pg38 Pop-Up: pg39-pg41 Why Mac?: pg40 Bibliography: pg45-pg51
Technology
Media consumption
People go online to consume content. Their options are endless. For content marketers, knowing what type of content generates the most attention in readers has always been important.
Video was listed as the type of content people pay close attention to, followed by social media posts, and news articles. Blog posts, interactive tools, and long form content are more likely to be skimmed by readers. To make a big impact and keep people’s attention, video is the best place for you to make your case. Marketers should also make sure they are placing themselves in channels like video, or consider creating interactive or educational content to meet the needs of their audience. Today, we’re observing initial adoption of game changing technologies like voice search and conversational UI that will impact the lives of people who access the internet. As big players like Google, Facebook, Amazon, Microsoft, even Tesla, push their innovations forward, we’re on the cusp of another major shift in consumer behaviour. For businesses, many of these new technologies and resulting behaviours they will create means there will be even more channels for their products to be discovered by consumers. Since marketing is responsible for the majority of content customers access, the marketers who anticipate and adapt to these changes are in the best position to keep and grow their audience.
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Trends And Experiential Collaborations ... Within the cosmetic and fashion industry many companies hold events where they promote a new range or a new product, this enables consumers and press to promote and advertise the brand within the media. Trends: 1. Virtual reality will get even bigger and better. 2. Pop-ups and residencies will rise in popularity. 3. Outdoor marketing will become much more engaging. 4. Multi-sensory experiences will offer up unique worlds. 5. Live streaming will extend the experience.
Tommy Pier
Fashion brand Tommy Hilfiger took over Pier 16 at the South Street Seaport to bring his audience a truly immersible experience, showcasing pieces from his nautical themed collaborative collection with model Gigi Hadid. Pop ups selling vintage and new Hilfiger pieces, and to top it off, #Tommy Now completes the 360-degree activation, offering an interactive experience whereby the collection was shop able immediately through live stream and social commerce channels, engaging consumers in a unique experience both on site and online.
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#Wangfest
From one Pier to another, Alexander Wang revealed his surprise collaborative collection with Adidas Originals straight after his runway show at Pier 94. The collection was initially showcased in a grainy old school video projection, immediately followed by a runway production showcasing the collection and then, the big finale, the back wall disappeared to reveal trucks filled to the brim with merchandise, a stage with performers including Skrillex, a mobile McDonalds, arcade style games sponsored by Nars Cosmetics and even a 7-Eleven slurpee truck filling #WangFest branded cups.
Tilbury takeover of Samsung 837
Samsung 837, received the royal treatment during NYFW, with Charlotte Tilbury using the space to launch her new fragrance with a virtual reality experience featuring none other than Kate Moss. Combining the fragrance and related VR content to give the viewer a truly immersive and sensual experience. In an interview with Adweek, she noted, “There are these portals you go down when you put the VR on, that’s like the emotional pathways that are between all of us… You kind of have the feeling that there’s this limitless way to how you feel, and that you could be dancing on Orion’s Belt, or you could be at a party with Kate Moss. So you can experience the whole sensuality of this fragrance.”
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Emerging Customer Habits “How the average woman spends £9,000 on make-up in her lifetime”. Makeup will always be an essential. MAC is placed in over 300 locations and its consumers are not only your average workers but designers and celebrities too. As the generation is now becoming a more technical age products and devises are changing but the way we view the media isn’t improving/ expanding as much as technology. Now days Consumers want to feel apart of the brand that they are buying into; something being interactive for their consumers only.
Trends:
1. The Lifestyle Network Effect 2. Streaming Natives 3. Al ends The Screen Age 4. Virtual Gets Real 5. Sensing Homes 6. Smart Commuters 7. Emergency Chat 8. Interminable 9. Everything Gets Hacked 10. Netizen Journalists
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Research MAC is a diverse brand for all race, sexes and ages. A community of professional make-up artists working together to bring visions to life. MAC stands for Makeup, Art, Cosmetics. Originally aimed to sell to professional makeup artists, but now they sell worldwide. First appeared in 1985 and first store opened in 1991. One of the top three global makeup brands. All stores are run by professional makeup artists. MAC is sold today in over 105 countries around the world and 50 collections each year. In the early 70’s, Frank met Mr. Toskan, a makeup artist, and started working with him to develop a line of cosmetics for fashion models. They designed the makeup to work with all skin colours and to reflect well on camera. The line became known for its extensive range of colours and for its individual pots of colour, an innovation over the usual pre-packaged combinations. Toskan was a makeup artist and a photographer, Angelo was a salon owner both together they brainstormed a makeup line. Original founder was Frank Angelo but died in 1997 due to complications during surgery. MAC PRO are a range of products developed specially for industry professionals. MAC Pro products differ from regular MAC cosmetics with enhanced versatility, more pigmentation, as well as different finishes, shades and formulations. These allow the makeup professional to mix and suit products more to their individual needs. MAC AIDS/ HIV is an organisation which profits from macs viva glam campaign which has raised over $400 million for the fight against HIV/ AIDS, with spokespeople such as Lady Gaga, Pamela Anderson and Nicki Minaj. MAC Aids Fund, 100% of the sale price goes to fight HIV/ Aids.
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Mac has collaborated with different celebrities to now collaborating with well-known Youtuber’s which aim at the younger and new generation. Collaborations with adored names from popular culture, art and fashion have included such names as Rihanna, Lorde, Proenza Schouler, The Rocky Horror Picture Show and Brooke Shields. These continue to enhance M•A•C’s relevance and reach to existing fans as well as new ones, while their makeup Artists’ rock-steady presence backstage at over 200 fashion week shows around the world, working with names from Prabal Gurung to Vivienne Westwood, secures the envied status of M•A•C as the world’s leading beauty trendsetter. STORE- The stores are super busy, most people buying/ purchasing the products were a Range of different ages and sexes, but mainly were late teens too late 20’s/ early 30’s. I think the company brand doesn’t actually have a direct target audience as the MAC brand is for all people of new and old generation, even if that is for people from females, to straight men, to drag to transvestites, equally treated with the same respect as well as being able to adventure into the brand with equal rights. There was also quite new but young music playing in the background which was quite subtle. A small sweet but fresh sent which field the whole of the store. Packaging is matte black with the Mac logo. All of macs original product branding is simplistic which I think works well for the brand as they used a unisex colour/ shade which is diverse but also they’ve added a uniqueness to their collaborations where the products have limited edition packaging which makes the products more luxurious and special.
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Inspiration
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This is a selection of 5 adverts that MAC have created, showing screen-shots of iconic scenes but also a diverse range of editing skills and camera shots. I like these adverts as they show a range of makeup looks but also different style of adverts, from over edited too natural with a dusky old fashion filter over the top of them to give that retro/vintage look. With these adverts they all have one thing in common and that is a busy environment which is bright clear but also has that cartoon affect to them can be their makeup or the theme of the shoot and their cartoon stiff actions (over reacted facial expressions). I love how every advert is different and has its own uniqueness; makeup being the main subject to come across. Like how their collaborations also collaborate their music with the branding which is also promoting their music as well as their story and style. With my advert I would want to create a bright but fun image which will create a realistic feeling throughout which would let the audience relate to the experiences they have had as well as using mac makeup.
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Our Ma What Do You Call The Customer Group? •16-24- Middle class, female, white Asian, black. •Clean, flawless, contoured, unnatural, dramatic, bold, eyebrows, interested in makeup- buys lots of products- not essentials.
What Are Their Needs? •Keep with their friends, wanting new products/colours. •Seek variety & excitement- new limited ranges. •Oil free products- good for teenagers
What Are You Offering Them? •If somewhere else doesn’t have it mac will offer a large range of productsalso for makeup artist and armatures, shops are always busy. •If the consumer is a professional makeup artist, they can receive 40% off all products. •Armature make-up artist they can receive 30% of some products •Mac Pro is for professional makeup artists. •Mac Air is for everyday use. •M.A.C. Cosmetics’ objective is to offer high quality, innovative products to meet the needs of all races, ages, and gender. To become a global brand and share the philosophy of M.A.C. Around the world, by staying ahead of fashion trends and to consistently deliver trusted creativity. Viva Glam Lipstick is a collection that raises funds for M.A.C.’s AIDS FUND charity for men, women, and children with HIV/AIDS.
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ac Girl Teenagers wearing mainly minimal natural makeup, extenuating their features such as over drawing their lips to make them look bigger and fuller.
Mid 20’s wearing everyday makeup, natural but also experimenting with makeup for night outs. Professional makeup for work and interviews.
Different consumers from different ethnicity, skin tone and ages. Mac offers a range of different shades and skin complexions within their brand.
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Mac Identity Prism
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Matrix
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Why...!
Mac Cosmetics has many opportunities as a well known brand but also has a large following on all their social media sites where they can promote their cosmetic range to consumers and the public. EasyFor easy opportunities I put celebrity under short term as when Mac collaborates with a celebrity it’s usually an exclusive range which is unlimited addition within a few months, depending on their success with their selling point, also put Selling products online in long term as Mac have a high success rate of online, in store Mac do not offer ordering products to the store when the product you want to purchase is out of stock, also online selling is good for international buyers. HardFor hard I put New collection as Mac seems to always have a theme for all of their different collections, even if that’s based on a film or a celebrity, but I think creating a new collection is a long term process which takes a lot of time. Introducing new technology I think would be hard for Mac as the brand inst very interactive with their consumer s( customers aren’t able to branch products within the store/ can’t be/ feel apart of the company ) Launching new store, Mac already have over one hundred stores all around the world even though it is a long term opportunity it would also be a struggle to find the right placing for the store and making sure the store is making the right sales. ImpossibleFinally I put working with charities within medium term because the brand is known for its controversy, company promoting charities already such as Mac Aids Found which some people do not agree with and I think if Mac was to collaborate with a charity it would be something that their brand would have to consider as they don’t receive 100% support for the charities they already connect with.
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Macs Identity M·A·C celebrates diversity and INDIVIDUALITY – we are for All Ages, All Races, All Sexes.
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Communi Mac’s competitors are lower than make but have similar locations where the brand is most popular.
Mac
L’oreal
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L’oreal is also a high street brand but is a more luxurious product out of the ranges they offer. Product may be more experience within the store but aim for more professional/ flawless use.
ication Mix Mac’s competitors do similar products/ rangers like Mac, creating cheaper alternatives which can be cheaper/ expensive dupes of products. Rimmel London also aim to the younger generation who shop more in the high street.
Nars
Rimmel
Nars is Mac’s highest competitor, creating similar product lines, alternative price ranges.
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Out of the 3 competitors of Mac that I have chosen Rimmel London is the lowest pricing but has similar a similar Range to Mac; Cheaper alternative. A high street brand which I think makes more profit as it aims for the younger generation as well as professionals. Products are affordable and worth the money.
Advertising-
You’re most likely to see Rimmel London being advertised on Billboards around London and on TV. Their advertising is all about the London look, filming in locations around London, recently filmed one out side Greenwich University filming for the Rimmel Kiss proof lipsticks and the new mascara. Collaborating with celebrities such as Kate Moss advertising her new range of lipsticks, Cara Delevigne advertising the new scandalous mascara, Rita Or advertising her new nail varnish and Georgie May Jagger advertising mascara and lip tints.
Sale Promotion-
Rimmel do competitions within magazines and within store which you can win products and access discounted products as well. If you are already a superdrug customer they send out promotional emails with offers on the Rimmel London products. Rimmel also offers 3 for 2 which is only available in Superdrug. Buying their product in boots at a certain price you can get a free Rimmel makeup bag.
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Events And Experience
Rimmel have recently came out with their new app called ‘ Get The Look ‘ which allows their consumers/ new consumers to test out their products before buying them. The way it works is you allow the app to use your camera, within the app you can take a photo of any inspired look you like from a magazine or something and the app will find similar products and can transfer the look onto your face, as well as that you can also create your own look with a list of products on the app. I you like the whole look or certain parts you are able to add the products to your basket and purchase them straight away or add them to your wish list. I tried this app out for myself and its amazing, can try it out on yourself and on friends,
Interactive Marketing -
You can find Rimmel London on twitter, facebook, youtube where they post makeup looks and styles within simple steps; makeup looks relating to seasons and events, their also on instagram and pinterest where they share their consumers makeup looks when they use the #rimmel London hash-tag and tag them in their image.
Public Relations-
Rimmel London have featured in many magazines featuring looks and new products such as Cosmopolitan, Glamour, Company Magazine, Elle and many more. Rimmel London kicked off London Fashion Week with the new Kate Moss lipsticks hosting a party to celebrate the new range.
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It is the world’s largest cosmetics company and has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfume and hair care; the company is active in dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United States.
Advertising-
L’oreal can be seen in TV adds advertising hair products, skin and cosmetics. L’oreal have collaborated with well know youtubers advertising their new makeup range; connecting with the younger generation, Cherly Cole,Lea Michele, Beyonce advertising for hair branding and many more.
Sale Promotion-
Loreal is connected to boots and superdrug where they offer special deals when buying 2 or more products, receiving free products when spending a certain amount on their brand and a range of products. Also there are competitions in magazines and within their site where you can buy one get one free.
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Events And Experiences-
L’Oréal Paris’ latest campaign breaks down racial barriers in beauty and ranges their brand for all skin tones. L’Oreal Paris has merged beauty care, digital technology and shopping experience in a unique 2-in-1 intelligent vending machine to appear in NYC metro next Monday, November 4. This will be a smart object enabled with colour-recognition technology that detects a colour palette in a woman’s outfit by scanning her from feet to toe, and expertly suggest eye, lip and nail shades that better fit the colour of her clothing and hair. If a person likes it, she can instantly buy it from the vending machine as a set or by item. They also have their own beauty app that allows you to try out looks digitally.
Interactive marketing-
You can find L’oreal on twitter where they post their products and upcoming products coming to the stores, they are also on youtube and instagram where they re post peoples images when they hashtag #loreal. Also uploading makeup tutorials on youtube.
Public Relations-
Featured in Beaut, dare, hair, GQ and many more magazines. L’oreal professional partnership with Greta Constaine. Loreal have previously done a runway in Melbourne advertising and promoting their new hair and cosmetic range.
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NARS Cosmetics is a French cosmetics and skin care company founded by make-up artist and photographer Franรงois Nars in 1994. The cosmetics line began with twelve lipsticks sold at Barneys New York. Since then, NARS has created various multi-use beauty products and now is a subsidiary of Shiseido.
Advertising-
Nars advertising can be seen on TV where it shows off a new product such as their new foundation formula which offers to a variety of skin tones. Nars have collaborated with Steven Klein, Andy Warhol, Christofer Kane and many more. Each product having a different style of packaging. Nars is becoming more open with their brand offering a higher range of colouring and shades for other skin tones and preferences.
Sale Promotion-
Nars offer many promotion deals mainly online such as Debahnams, Their website and occasionally in magazines where buying a certain amount of products you can get another for free, offering certain discounts such as 15% -70% off.
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Events And Experience-
Exclusive event, to learn more about their new Radiant Creamy Foundation Compact and have a full one-on-one makeover by NARS Makeup Artists. Presents the Nars experience, a personalized one to one makeover with Nars artists.
Interacting Marketing-
Nars is on twitter, instagram, youtube and pinterest where on all media’s they advertise their brand / products and inspirations to their followers to help broadcast a specific product or makeup look. Using Nars hashtag #narscosmetics nars are able to browse through their media and view how their consumers are using but also branding their products. Nars have an app where it gives you easy access to their site, quicker way to buying and viewing products in a smaller format.
Public Relations-
Nars offer many events where you can get one to one with their professional makeup artists and learn new techniques and learn about new products, and ranges they offer. Nars have featured in Vogue, Bazaar, Status, culture and many more.
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Proposal My Idea for my pop-up is to create an autumn themed event supporting and advertising the new Mac lipstick that I wan to promote to Mac consumers but also new consumers who may be interested in the new up coming event. The event will be set in Covent Gardenwhich is one of the main tourist parts of London which attracts many tourists, this will be a good way to bring different communities together. The pop up will have a warmer vibe which will offer customers and peope attending the event refreshments such as a pumkin spice latte’s( in theme of the autumn event. ) In side the event will be tall autumn tress which will suround the outskirts of the event creating a warm and outside atmosphere to the event. Samall picnics will be laid out under trees to make a chilled environment where you are able to relax and consume the event. At the end of the room will lay a huge screen screening my Mac autumn advert which will lay throghout the event. Mac’s logo will lay in the tree lit with warm tone lights which will also light the room. The event will be advertsed on all of Macs social medias showing small teasers to my advert, also they will have an open snapchat which the public can view which will post videos and pictures on their story on the event day, On twitter Mac will also be tweeting each day within the month things to do within the count down such as ‘ 22 days to go, spice your day up with a pumpkin spice latte’. The product will be within roses, you will be able to purchase a type of flower which when folding the petlles back will inside hold the new mac lipstick. The idea is to make the event as social and diverse as possible and to makd everyone feel comfortable and welcome.
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Product/Service-
4P’Sp
New lipstick Music, picnics. Test makeup products before hand. Offering a limited edition lipstick.
PlaceA studio ( Covent Garden- Appear here )to promote the products and then within the store having the autumn theme carry out with the leaves and lighting set within the stores around London.
PriceReasonable price ( between £20-£30 ). Chose price because the product will be limited addition but also the packaging and branding will be different and unique. Luxurious Product.
PromotionPosting tweets on twitter tweeting the days till the event, each day being different to the others but having something relating to autumn such as ‘ don’t ‘fall’ today with out a pumpkin spice latte! ‘ Also will be putting posts on instagram and also on youtube putting teasers of the advert on both social media’s.
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Anticipation... Autumn 2017
Contact Information: Courtney O’Brien, Public Relations Director Office: 239-653-0334 Fax: 239-761-0333 E-mail: courtneyobrien@maccosmetics.com Coming to Covent Garden Autumn 2017! Spice up your life with Mac’s exclusive launch of all things bronzed and dark, get your hands on it before it ‘falls’. Mac Is an open cosmetic brand which has a diversity and range for all genders, ages and ethnicity. The products were originally made for professional makeup artists but now the brand has extended for professionals and amateurs who have a love for makeup. The brand is now in 150 countries all over the world and becoming more and more world known. The brand Is ever expanding and creating new and amazing products and collaborations which aims to all generations. Pop-Up Event to impress! An autumn picnic in a park, chilled relaxed and ready to shop till you drop, the event that will make you feel cosy but adventurous. An inside picnic with the feature of the new Mac product will lay out in front of your very eyes. Mac will be presenting their new advert to ‘Anticipation… Mac’ whilst selling the new Mac lipstick; with a little surprise twist to the purchase of the product… something Mac has never done before, but there’s only one way to find out, attend the event and see what Mac has to hold. Mac Store Every Mac store will have the autumn theme throughout the stores, adding autumn leaves and having the display of tress and the warm tone lighting to create the autumn feel. The special product will also be advertised the time within the same product. For more information, please contact me with the details shown above.
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Product... • Promoting and advertising a new autumn lipstick which will be an exclusive to MAC with brand new packaging. Lipstick will be based on the season autumn. • A seasonal Range with no specification which is what Mac usually does by adding a celebrity or a theme such as their recent range of star trek, trolls.
Dark red lipstick to go with theme. the autumn
Considering the case to be gold as it would reflect the golden autumn leaves but also the makeup look I use in my advert.
Having the bottom of the lipstick in a copper/ rose gold metallic casing
Idea of having a rose gold casing around the lipstick to relate to a mixture of autumn and feminine colour.
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Communication Before the event all of Mac’s social media’s will be having a count down to the event, each post will have a different item/ something that relates to autumn such as ‘ 2 days to go! Have yourself a pumpkin spice latte, its delightfall ‘ Having the hashtag #FallForAnticipation for customers to take pictures of the event and products to broadcast the event and brand to other consumers, making the brand and product more well known. Would be in all mac stores with an autumn theme. Offering pumpkin spice lattes to customers. A week before the event Mac will have an open snapchat account which will be able to be viewed by the public where they will broadcast little teasers to the pop up event and also doing things in the autumn spirit. Broadcasting a different look a day.
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Event idea/layout The idea is to create an inside garden/park which would be autumn themed. The lighting would adjust based on day to day sunny weather. Nature/ autumn glistening music playing subtly in the background. • The event will be interactive, being able to pick/ have access to flowers which when pulling back the petals lays inside the new mac matte lipstick. • Inside features miniature picnics where you are able to relax and appreciate the inside warmth of the autumn leaves fall. I want my popup layout to look like an inside park where it has beautiful views where also the surroundings will match with the lipstick; dark red with the autumn leaves
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Why Mac ... ? I decided to use Mac as it’s an iconic brand which I have very little knowledge about and wanted to research into a penitential brand that I may wish to buy into but I want to find out the back story to the brand and what they cater too. When researching into the brand there was so many factors I had no idea about but the one thing that stuck out was the fact that they do not discriminate anyone no matter their race, gender or age which I think gives Mac a uniqueness which I feel al brands should have. Mac have an identity which I would want to involve myself in and become a consumer supporting their brand and what they do to give back with their campaigns such as Mac Aids. The idea of collaborating with well known celebrities to relate to the younger but also older generation makes the brand more versatile; aims at a wider generation.
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