Table of contents Executive Summary/Overview Agency Identity Historical Context Competitor Analysis SWOT Situational Analysis Objectives Research Brand Value Proposition Target Market Campaign Strategy The Big Idea Creative Print Advertisements Television Commercial Transit Advertisement Media Objectives Media Mix Brand Activation Media Schedule Media Budget Survey Results Creative Brief Bios References
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1 Executive summary M.A.C Cosmetics is a brand for makeup that includes foundations, eye products, lip colors, and skin care. They are owned by the L’Oreal Consumer Products Division. M.A.C can generally be found at high end department stores such as Bloomingdales and Nordstrom, as well as stand-alone stores. Though it is considered a high quality brand, M.A.C
9 10 11 12 13
attempts to reach out to all women. Their color base for foundations has been lauded for including shades from very pale to extremely dark. Their products reflect the women that wear them, and the lifestyles they lead.
14-15 16 17
statement lip, we wanted women to choose M.A.C for their edge. Through print advertisements, transit advertisements, and television commercials, 101 Studios will market M.A.C Cosmetics as the brand women will turn to
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Throughout our campaign, our main goal was to bring out the edge in M.A.C products. Whether you’re rocking a whole face of makeup or just a
when they want to add a little edge to their look.
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I0I
STUDIOS As a full-service advertising agency that specializes in beauty, fashion and lifestyle brands, 101 STUDIOS strives to step outside the boundaries of ordinary and deliver edgy, eye catching campaigns to promote a message that pushes consumers to try something different. Our mission is to capture the client’s message though considered executions and create visuals that are memorable and timeless.
Long Term Analysis
Conduct Research
Define Goals
Layout Strategy
Create Identity
Executions
Modification or Updates
Agency identity | 2____
Historical context
Makeup Artist Cosmetics (MAC) is a Canadian cosmetics company found by Frank Toskan and Frank Angelo in Toronto in 1984. They opened their first store in the US in New York in 1991. Shortly after that in 1996, cosmetic giant Estée Lauder purchased a controlling interest in the company, then fully acquired the company two years later. MAC originally marketed its products to be specifically used by professional makeup artists and studio professionals, but now has broadened their scope to everyday consumers. Staying true to their brand, their professional line has adopted the name MAC Pro. MAC produce can now be found in department stores including Belk, Nordstrom, Macy’s, and Bloomingdale’s as well as others. Much of their present day sucess is modeled from their early history, where MAC was able to, even then, successfully drive demand for their progressive edge.
Then
Now
1984 M·A·C (Make-Up Art Cosmetics) founded in Toronto, Canada by makeup artist Frank Toskan and business partner, Frank Angelo, as a makeup for professionals. M·A·C’s mantra/mission statement: “All Races, All Sexes, All Ages” conceived to embrace
1992 Studiofix, the product that fuses foundation with powder to create a flawless matte finish, launched too all-out raves. M·A·C becomes presenter of Wigstock - New York’s heady celebration of downtown culture.
1998 Supporting its pro roots, the M·A·C Pro concept store launches in New York as a one-stop resource for makeup professionals. Key industry spots, Toronto and L.A., quickly follow suit. in 1999, M·A·C reaches over 300 locations worldwide.
all consumers. The first M·A·C retail location opens in Toronto at the prestigious Simpsons department store. 1993
1988 M·A·C hits Fifth Avenue with its first U.S. location at Henri Bendel in New York. Roll out the red carpet - M·A·C launches its soon to be famous matte lipsticks!
1990 Russian Red Lipstick worn by Madonna on her entire Blond Ambition World Tour. The look for the tour was created by international makeup artist Joanne Gair and M·A·C’s own Frank Toskan.
1991 M·A·C on Christopher Street, N.Y. opens and the infamous Lady Bunny becomes its fabulous hostess/receptionist
VIVA GLAM Lipstick launches in North America - every cent of its selling price is donated to helping people living with HIV/AIDS. This innovative program makes M·A·C one of the first makeup companies to take a cause right to the counter. M·A·C’s “Twenty First Century Techno Rave Glam Tour” takes VIVA GLAM on the road for a promo-tour extravaganza. Live-action, full-on fun, and featuring glamatron versions of Cher, Marilyn, Naomi and Madonna, this tour takes M·A·C’s progressive edge uptown, downtown ... everywhere!
2000 M·A·C launches into the new century with Huetopia. VIVA GLAM III launches. VGIII spokespeople, Mary J. Blige and Lil’ Kim sing its praises.Inspired by the work of 1950’s “pinup” photographer, Bunny Yeager, M·A·C launches its Summer 2000 colour collection, Bombshells, and in doing so dares to bring back the lure, panache and playful sexuality of retro beach glam! maccosmetics.com launces. To personify the Fall 2000 colour collection, M·A·C creates “Lady Danger” - giving fall’s new order of karate-kicking femme-power a sophisticated and powerful boost.
1994 M·A·C AIDS Fund gets incorporated as a charity and powers up its campaign to raise funds for people living with HIV/AIDS.
1997 Declaring “I hate makeup, but I love M·A·C,” international recording artist/actor K.D. Lang signs on with M·A·C as spokesperson for VIVA GLAM II. VIVA GLAM II, a muted mauve-pink, launches in conjunction with the “Girlie Party”
2001 The M·A·C Pro Team does a record number of shows (over 70!) including such plums as Alexander McQueen, Ungaro, Alberta Ferretti, Cacharel and Diesel Style Lab. M·A·C artists requested and received “snakeskin” textures for use in this year’s python looks - in the form of M·A·C Snake Eyes. M·A·C refines cutting edge
colour
technology
by
surrealistically
replicating
snakeskin-link textures in nail polishes and shadows.
tour. With the support of K.D. Lang, VIVA GLAM II raises more than $1 million within its first few months.
Historical context | 3____
Strenghts Covergirl is the leading drugstore brand of
Strenghts They are a relatively new company that has
Strenths They are the major makeup supplier in drug
cosmetics made for women. They provide a wide variety of products including
begun being sold in Sephoras around the country. Smashbox has high quality primers,
stores such as CVS and Walmart. Maybeline rules the market on mascara. They have a wide
foundations, eye pencils, and powders in colors for a very large selection of skin tones. They tend to use familiar celebrity faces as
mascaras, and eyeliners. They are extremely active on social media, including instagram, twitter, tumblr, and facebook.
range of products that allow for glam looks, as well as every day looks.
their models. The brand has been around since 1961 and is the most household name in makeup. Weaknesses
Weaknesses As mentioned before, Smashbox is a relatively new brand. Though they are sold in Sephora, there are very few television ads for them, and
Because it’s a drugstore brand, you pay less and the quality is not as good as something less mass produced. They also rely heavily on
they have no models or spokespeople. Also, their skin tone inventory is limited. (there are only 10 shades to choose from.) Smashbox is
their spokespeople to sell the product.
also in the more expensive range for makeup.
Weaknesses: Maybeline’s products tend to last a maximum of two months. Their mascaras dry out easily and have been known to expire. Their target is the same as M.A.C’s, but they use loud music and loud voiceovers to draw people in.
Competitor analysis | 4____
Strengths
Opportunities
• Global (Africa, Asia, Australia, Europe, India ---and Middle East, North America, and South ---America) • Mentioned in popular magazines (Teen ---Vogue, Instyle, allure, cosmopolitan)
• There is a constant need for make up • This can be thought of as an exclusive good
•--Membership ---products.
to
receive
discounts
on
---quality brand
• Large variety of products • Inclusive of all ages and races Weaknesses
Threats
• Expensive • Tests on animals • Not sold in regular drug stores
• Other similar make-up brands (Covergirl, ---Smashbox, Maybeline)
• Hard to get people to switch from drugstore ---brands to M.A.C • Not a lot of advertising done for M.A.C
SWOT analysis | 5____
Economic Forces Economically M.A.C Cosmetics has many marketing advantages because it has its own stand alone store. Many other makeup brands have presence in big department stores or smaller drug stores but few have their own store dedicated solely to their brand.
Socio-Cultural Forces Some people may see M.A.C as elitist or very cooperate due to their limited retail availability and certain company practices such as testing on animals. Some people may like this image, others are very much against it.
Competitive Large market with numerous competitors. Many are cheaper which could hurt with cutomers looking to save money, but gives us an edge when it comes to those looking for a higher class product.
Technological Forces M.A.C’s target market (Upper-class- upper middle class ladies between the ages of 18-34 who live in urban or suburban areas) are very active on social media and up to date with social technology, which can be used to market the product to them.
Political Forces M.A.C Cosmetics has not had any political problems. In fact, they dove into a political hot topic and jumped behind a huge cause. M.A.C teamed up with an HIV/AIDS prevention campaign and is now the leading corporate funder for HIV/AIDS work globally.
Situational analysis | 6____
Objectives We plan of increasing the sales of M.A.C Cosmetics by 6%, as well as achieving 75% comprehension and 55% conviction. We hope to have an effective reach of 75% and an effective frequency of 4. We also plan to maintain M.A.C Cosmetics’ social prominence , which is a result of their already highly targeted content strategy that is fulfilling the needs of consumers, earning shares and interactions on the key social media platforms including Facebook, Twitter and YouTube.
The Colour Cosmetics Social Engagement Report, created by international digital marketing agency Stickyeyes, doesn’t just rank the brands that produce the greatest volume of content or have the largest following but looks at how brands engage with their customers, where they engage with them and how brands are benefiting from this engagement.
Competitor analysis | 7____
Primary research 101 studios created a survey and received 100 responses. From the Objectives What do people think of Mac cosmetics? Why do women buy a specific brand of makeup? Where do women buy their makeup from?
responses we concluded that women in our target market buy makeup for quality. 67% of women we surveyed said they buy makeup based on quality over price or status. We also learned that most women buy their makeup in a drugstore as opposed to other places like a department store or online. 70% of the women we surveyed buy their makeup in drugstores. Lastly, we found only 17% of the people we surveyed used M.A.C cosmetics while our competitors like covergirl have a 58% use among the women we surveyed. When asked about M.A.C cosmetics the responses varied from expensive, good quality, and good selection.
Secondary research To research a little more into why women buy specific brands of makeup we read a few make-up blogs. We found that quality and price often come hand in hand. Most women are willing to pay more money for a product that “works better�. Also, women state that they are more likely to buy makeup like mascara from a drugstore because it needs to be replaced every three months. Lipgloss and nail polish are also most likely to be bought at a drugstore because most of the quality is the same. Foundations and face powders are more likely to be bought at a department store where there is a lot more variety and quality in the products.
Research | 8____
Functional Benefits M.A.C cosmetics products are full of bold colours, long-lasting pigments, and foundation shades for a wide variety of skin
Emotional Benefits When a woman wears M.A.C cosmetics, she feels empowered by her bold choice of makeup. She will also feel complete, as
tones. Consumers have many product lines to choose from, including makeup, skin care, tools, and pro products. M.A.C’s makeup and skincare is easy to use, effective, and lasting.
the full M.A.C experience offers everything a woman could want for makeup. The formula for the products is very high quality, so women can trust M.A.C as a quality brand.
Self-Expressive Benefits Makeup is a form of self-expression. Whether you wear a full face every day, or go for the occasional bold lip, makeup tells the world how you’re feeling. M.A.C cosmetics users are seen as fashion forward dressers who like to make a statement. They are very put-together women. M.A.C has a wide variety of colours to match all skin tones, so that everyone can be a M.A.C woman.
Brand Brandvalue Valueproposition Proposition | 9____
student in Boston, MA. She is studying journalism and has a well-known fashion blog. She’s spotted at all the college friday night hangout locations around boston.
Charlotte is a 23 year-old young professional in Miami, FL. She works for a public relations firm and wants to have a little edge in the work place. She uses a bright color on her lips to standout across the conference table.
Ashley
Jennifer is a 21 year-old college
Ashley Charlotte
Jennifer
Jennifer
Ashley she is a 25 year-old stylist in New York City who knows how to stay above the latest trends. She is a stylist for several high profile professionals and likes to practice what she preaches.
She loves to add a little color to her nightlife look. With the right boldness on her face she steals the spotlight at a busy Boston hangout.
Target market | 10___
Challenge M.A.C Cosmetics fails to be the very first brand consumers choose for their makeup needs. Looking at their main competitors, L’Oreal and Maybelline have excellent brand recall from their extensive commercial campaigns and excel in the category of buyer’s convenience because they are located at every drug store. Our challenge is to make M.A.C cosmetics the first makeup brand that is recognized and used by consumers in our specific target market.
Insight Our research shows us that the most popular makeup brands are inexpensive and sold at drug store locations. Our survey indicated that most consumers are spending $50 or less on cosmetics and since M.A.C is a more expensive brand we need to find a way to appeal to our target markets so they feel comfortable spending the extra money.
Solution We plan to give M.A.C Cosmetics a new image that will inspire women to choose the brand for reasons that are deeper than price or location. M.A.C Cosmetics will redefine the simplistic definition of makeup and assist in creating a new type of self-confidence.
Campaign strategy | 11___
The big idea
The big idea | 12___
Creative Strategy 101 Studios will increase the sales of M.A.C Cosmetics by capturing our target market with edgy daring advertisements and executions. We wanted to step outside the boundaries of a typical makeup advertisements that usually show a face full of makeup and instead “Color On The Edge.” 101 Studios created visions that will dare consumers to take a playful risk and add a little MAC edge to their look.
Art Direction Each advertisement features a recognizable warning sign which catches the attention of the consumer and then intrigues them to read the sign. The ad is more of an invitation to take a risk. We used M.A.C’s signature simplistic pallette of gradients of black and white and added bold pops of color to highlight the products and slogan. The background of the ad is a similar brick to the walls in M.A.C stores to provide an edgy studio vibe. Each ad features a M.A.C Cosmetic product that help the consumer achiive brand recognition.
Copywriting There will be a few sections of copy in each advertisement. The first sections is on the focal image of the ad, the warning sign. The copy is trendy and flirty taglines that introduce the products to the ad, one of them reads “Pardon Our Dust” while the image shows spilling eye shadow. The next part of the copy is a call to action for consumers “flirt with danger” gives the consumer a command to play with M.A.C products. Our consistent slogan “Color On The Edge” is running along the edge of our ads in a vibrant color to pull together the big idea of giving yourself a M.A.C edge by taking a risk with bold M.A.C color. Lasty we decided to include the product name to create a specific call to action for consumers as well as the website to direct purchases.
Testing When shown the advertisements people were very perceptive of the color on the edge concept because they were receptive to the black and white color scheme which complimented the pops of bright color. We received feedback that indicated a need for a stronger call to action. People also wanted to see a M.A.C Cosmetics product in the ad to help with brand recognition.
Creative | 13___
Print Advertisements | 14___
Print Advertisements | 15___
Television commercial storyboard Front Medium Wide shot. Everything is Black and white. A girl wearing very fashionable close: a trendy shirt, skirt, and high heels, with her hair perfectly placed but no noticeable make-up, is walking down a New York City street. Back Medium Wise Shot. She comes across the caution MAC sign, placed right across the street from the MAC Store. Medium Wide Shot. She seems hesitant but makes the decision to walk into the MAC store. As soon as she opens the doors to walk out we see her in full color with her new MAC make-up on and bag in her hand. She is the only one in color and totally eye-catching.
Television commercial
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Note variation
Subway With our subway advertisements, we plan on placing them in six of the nations top cities. We have judged these cities to be liberal and open to our message of adding a bit of edge to your look. The ads will run for single months at a time in different cities. The most heavily advertised times will be the beginning of spring and the entire month of December for holiday shopping.
Billboard We have chosen to play billboards in three major cities around the US. We believe that these cities have the edge and the fashion sense to make M.A.C. stand out amongst so many beauty company advertisements. They also have the most car transit of the six cities we are targeting with transit ads. New York City Chicago Los Angeles
Out of home advertisements
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Reaching our target audience Our target market is women aged 18-34 in urban areas. We plan to reach them through medium outlets such print, billboard,
Geographic scope Our scope for this campaign will be a mix of regional and national Most of our transit and billboard ads will be placed in on the east coast and west coast targeting urban
internet, and television.
areas. The internet, television and print ads will run nationally.
Message weight We want to put an emphasis on transit and billboard ads as our target market lives in an urban area where they will be driving to work or taking a train, bus or subway. We also want to put an emphasis on internet ads as our target market is immersed in social media, news sites, and entertainment sites. Lastly, we want to emphasize in magazines because our target market is trendy and wants to keep up on the latest fashion and makeup products so they will have subscriptions to magazines.
Pulsing Heavier advertising during holidays and changes in season .
Dimensions Youtube videos will be 30 second Magazine ads will be one full page, with bleed Subway Ads will 36x24 inches .
Media objectives
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People We chose to advertise in People Magazine because it will reach a broad range of consumers and not just beauty gurus or fashionistas.The sections of the magazine include style, food, tabloid news, dramatic news events, and feature stories. It has a very large circulation of 3.5 million subscribers.
Cosmopolitan Cosmopolitan generally attracts our target audience (18-34 year old women). It’s main topics include beauty, fashion, and lifestyle tips, as well as pop culture. It has a circulation of about 3 million subscribers.
Glamour Glamour tends to target a slightly older audience. It is a month magazine that includes features on beauty, fashion, health, relationships, and women’s issues. Glamour will help us reach the upper half of our target market.
Elle Elle is a high end monthly publication that targets 20-30 year olds that are interested in high fashion, bold trends, and couture. Elle’s circulation is 1.12 million people.
Us Weekly Us Weekly is a magazine that is released every week that specializes in entertainment and celebrity news. We believe that by putting our M.A.C ads in this magazine we will continuously reach a large portion of our target market weekly.
Media MIX
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Guerrilla vending machine
Objective To encourage customer engagement and foster brand awareness.
Objective To giveaway a M.A.C product for consumers to try out a sample of boldness before making a
Strategy Using the tag #MMM (M.A.C Makeup Monday) M.A.C will start utilizing their instagram to post 5 step tutorials revolved around creating
more expensive investment on the makeup line. We want to introduce the brand in a cost effective way to consumers that may not want to splurge on M.A.C products but have interest in trying them out. Birchbox is a
your perfect edge using M.A.C cosmetics. By using the #MMM people can share their own photos to their instagram showing off their
service that you can subscribe to in order to receive samples of the
makeup look of the day.
Strategy Birchbox is a monthly subscription that people pay an inexpensive fee to join and reap benefits of new beauty product samples. Birchbox becomes very popular around the holidays, for people often ask for it on their gift lists as the gift that keeps on giving every
Objective To promote the buying of M.A.C products in more rural places where high end department stores are not common. Strategy Utilizing Sephora’s SkinID technology, we will create a vending machine that can take a customer's skin tone, match it to a product in the M.A.C. foundation line, and allow them to purchase it right there at the machine. The features will also include skin evaluations for care-based products, as well as makeup tutorial videos where you can buy the products immediately after watching the video. The vending machine will be a much easier and more convenient way to pick up some edge for your look.
month.
Brand activation
| 20___
Media schedule
Media schedule | 21___
Internet Youtube Buzzfeed Twitter Tumblr
2 Homepage Takeovers 5 branded posts 26 weeks-promoted tweets 26 weeks- radar
$4,370,000 $1,000,000 $100,000 $3,120,000 $150,000
Magazines People
5 Issues
$4,917,695 $168,700
Cosmo Glamour Elle
.4 Issues .6 Issues .5 Issues
$1,190,940 $1,370,912 $817,325
US Weekly
6 Issues
$1,369,818
Transit New York City Chicago
$1,505,253 $756,540 $244,710
Boston LA
$58,137 $349,560
Seattle Miami
$58,717 $37,589
Television The Today Show Billboard LA
$13,000,000
$100,000 $25,000 $1,350,810 $349,560
Chicago NYC
$244,710 $756,540
Ad Production costs
$756,242
Media Budget | 22___
Evaluation The main goals for the “Color on the Edge� campaign are to increase comprehension of the MAC Cosmetics brand by 75%, awareness by 80%, and overall sales by 6%. These three components are measured by the amount of brand activations made in conjunction with the level of advertising throughout the given months of the year. March, June, and November are months have the biggest increases due to the change of seasons and holidays such as Fourth of July, Christmas and New Years.
Evaluation | 23___
Where do you shop for make up products?
What brand of make up product do you use?
Why do you use that brand?
Survey results | 24___
M•A•C Cosmetics Background M.A.C Cosmetics has always been one of the top-quality makeup brands. Their products cover a wide variety of skin tones, come in bold colours, and are made from high quality ingredients. M.A.C. also has a “pro” line, which caters to professional makeup artists. They are owned by the cosmetics conglomerate Estee Lauder, which also houses such brands as Bobbi Brown, Clinique, and La Mer. So what’s the problem? M.A.C Cosmetics can only be purchased in two distinct places: department stores and their own stand-alone stores. They are not distributed through ULTA or Sephora, which are the countries top two makeup distributors. Those stores are much more accessible than a department store or a stand-alone shop. What are our objectives?
I0I
STUDIOS
We plan of increasing the sales of M.A.C Cosmetics by 6%, as well as achieving 75% comprehension and 55% conviction. We hope to have an effective reach of 75% and an effective frequency of 4. Who is the target market? Primary Women, ages 25-34. They are middle-upper class professionals who are active in their communities. They lead very social lives and are looking to get into a serious relationship. They want to impress people, both with their smarts and their looks. Secondary Women, ages 18-24. These women are mostly undergraduate and graduate students who live in urban or sub-urban areas. They are very social and are self-aware as they begin to forge life-long relationships with people. Their look is bold, but inviting. Message Women who wear M.A.C Cosmetics are strong, bold, and independent people who can take on the world. Competition Covergirl, Maybelline, L’Oreal Big Idea Color on the Edge
Creative brief | 25___
Melinda Carmichael Melinda is a sophomore Integrated Marketing Communications major with a minor in psychology. She currently is involved with the women’s club rugby team and serves on the executive board for the organization, “She’s The First”. Her favorite M.A.C product is the Penultimate Eye Liner. Alex Barth Alex is a Junior Sport Media Major from Sharon Massachusetts. He currently serves on WICB Radio’s executive staff as the Sports Director. He is also involved in Ithaca College TV’s sports department as an on-air talent. His favorite MAC product is MAC Studio Moisturizer Cream Allison Kubit Allison is a Junior Integrated Marketing and Communications major with a minor in Communication Studies. She has been involved in the on-campus acappella group IC Voicestream since her freshman year, and is currently their assistant musical director. Her favourite M.A.C. product is Matte Russian Red Lipstick.
Sarah is a Junior Integrated Marketing Communications major.
Sarah Lombard She is a stylist in Ithaca College’s
Hi-Fashion Studios organization on campus. Her favorite M.A.C. product is Stunner Lipstick. Emily Krakowski Emily Is a Junior Television Radio major with a minor in Integrated Marketing Communications. She is actively involved in Ithaca College's student run television station (ICTV) where she produces her own show. In addition to that she is a varsity runner for Ithaca's women's cross country and track teams. Her favorite MAC product is the "sweet satisfaction" eye shadow.
Bios | 26___
References Ford, Allison. "Drugstore vs. Department Store Makeup: Whose Product Is Better?" Divine Caroline. N.p., n.d. Web. 02 Dec. --2014. <http://www.divinecaroline.com/beauty/makeup/drugstore-vs-department-store-makeup-whose-product-better>. The History of MAC Cosmetics. (n.d.). Retrieved December 5, 2014, from --<http://www.pamperyourselfdenver.com/beauty-blog/the-history-of-mac-cosmetics/>. Karen. "Product Reviews." Makeup and Beauty Blog. N.p., n.d. Web. 02 Dec. 2014. --<http://www.makeupandbeautyblog.com/section/product-reviews/>. MAC Cosmetics. (2014, November 30). Retrieved December 1, 2014, from http://en.wikipedia.org/wiki/MAC_Cosmetics MAC Cosmetics runaway leader in cosmetics social engagement report. (n.d.). Retrieved December 5, 2014, from --<http://www.stickyeyes.com/2014/04/23/mac-cosmetics-runaway-leader-in-cosmetics-social-engagement-report/>.
References | 27___