Trend Handbook
Executive summary (this summarises key points of each trend)
Introduction MAC is a cosmetics brand who use professional make-up artists. They also sell fragrances, make-up brushes and skin care products. Frank Angelo and Frank Toskan founded the brand with the motto “All Ages. All Races. All Sexes�
The MAC PRO Program is provided to professionals in the industry. A MAC PRO membership application is required along with two forms of professional identification. The application is mailed and approved by a MAC PRO representative. Cosmetic professionals and students receive discounts on purchases.
Objectives of the trend booklet • MAC is well known for providing excellent quality beauty products at a reasonable price. • The purpose of this report is to highlight and show the new trends that MAC will be supplying in Spring/Summer 15. • The analysis will include an over view of each trend and the objectives, colour palette, consequences, futures and a consumer profile of each trend. • Mac always differentiates from their competition and a lot of designers use their make-up and artists as they know they will always get a professional finish.
Clear outline of your research methodology and sources
Space age
Objectives of the Trend • To promote the new collection • To raise awareness of the MAC brand • To be in with the seasons trend and produce “must haves” that consumers need to have// • To make the consumer feel like they are part of the brand when they buy into the trend • To boost profits for the MAC brand.
Blue fog PANTON 15-4008
Plaza Taupe PANTONE 16-1105
Grapemist PANTONE 16-3929
Deep Taupe PANTONE 18-1312
Pink Nectar Grape Compote PANTONE PANTONE 14-2305 18-3513
Silver Grey PANTON 14-0000
Egret PANTONE 11-0103
Overview • Everyone seems to currently be obsessed with going into space, especially with the recent launch of Virgin and Richard Branson creating a space ship whereby anyone can fly to space for a mere $250,000. A lot of celebrities have signed up to it. We are also always trying to find out if there is life on other planets suchas mars. There is a real need to find out this information as we can always imagine “aliens”. • Recently a brand called L*Space launched which focuses primarily on space and different dimensions, this shows there is already a need for space fashion and all things weird and wonderful about space and the different fashions around it, such as colours and space helmets
Consequences • The trend will be involved in different fashion shows around the world and will be sold in most stores. Every store will get a mock-up space craft in which the products will be displayed on, grabbing attention from people walking past in department stores and in the MAC stores they will be provided with a larger one and will be window displays promoting the new trend. It is a neutral trend so will be very popular with the occasional bright or metallic pieces.
Futures • This trend will be long lived and will cross over into many seasons because of its neutral tones. • It will also be long lived as science has not found everything out yet so it is always interesting and in the public eye when they do. • As we do find out more about space the trend may develop and change into something different, maybe change colours, it will always be adapting as we know designers are influenced about what goes on in the media. • The “smoky eye” has been a trend for many years now and this is a reinvention of this long lived trend as with the colour palette in the trend you can create many different looks with various different colours
Consumer Portrait • The typical consumer of the product is a person who loves metallic colours but is also interested in the media and space technology. They don’t necessarily already use MAC products as we are trying to get new customers all the time, they will of however of heard of MAC and understand the brand to be good quality make-up. They have a very suburban lifestyle and are interested in technology and keeping up to date with whats going on in the world. They are also very interested in keeping up to date with different fashions and aren’t afraid to show that they are different and like to stand out from the crowd. They like to keep up to date reading fashion magazines and looking at the apps they have on their phone as the “digital” world is becoming ever increasingly more important to be involed in, especially as a cosmetics brand.
Full references (inclusive of all image references)
Jessica Walker Sefina Meghji Emily Beaumont Jess Freer