06 OUR HERITAGE 08 BRAND PLATFORM 10 OUR PERSONALITY 12 PROFESSIONAL 14 HEART 16 PRODUCTS 18 IMAGERY 24 MEDIA 26 FASHION 28 PROMOTION 30 OUR CONSUMER 32 OUR LOGO 34 LOGO DON’TS 36 COLOUR 38 TONE OF VOICE 40 FINAL THOUGHT
OUR HERITAGE
M.A.C cosmetics was founded in Toronto by Frank Toskan and Frank Angelo. The business partners goal was to create a make-up line that caters to professional make-up artists needs and would withstand bright light during photo-shoots. Toskan and Angelo started the line in their kitchen and sold it from their hair salon of which they owned. Through word of mouth popularity grew and people started to talk about their colour range. In 1984 the duo launched the line from a single counter in a department store in Toronto under the name “Make-up Artist Cosmetics�. The company had masses of success and took the industry by storm, offering a range of products. During the early years, M.A.C had minimal advertising campaigns they relied on the integrity of its carefully formulated product line, word of mouth within the professional make-up artist community and the promotion from celebrities in the fashion/entertainment industry. Since 1995 the company has continued to see rapid sales increases and has retained the same ethos and ongoing mission to provide innovative, animal free testing cosmetics aimed at all ages and skin tones.
ALL RACES ALL SEXES ALL AGES
OUR MISSION M.A.C Cosmetics honours the beauty in all people. We offer all colours and shades to suit everyone. Our motto is ‘All races, All sexes, All ages’, this reflects our appreciation of true individuality and style. OUR PROMISE We pledge that all M.A.C users will have a creative make-up experience giving you the confidence to stand out and be stylish. OUR VALUE We celebrate individuality through the distinctive M.A.C look not discriminating against sex, age or gender. This message will be maintained for as long as our brand is around. Our past associations with different high profile celebrities such as Elton John, Mary J Blige and Shirley Manson are examples of stars from not only musical backgrounds but all have diverse heritages.
OUR PERSONALITY
Cosmopolitan Innovative Irreverent Original We have positioned ourselves as a caterer to all races which gives the M.A.C brand leverage and global appeal. This is reflected through our choice of spokesman and motto.
PROFESSIONAL
With formulas created to with stand stage lighting, runways and photo shoots. M.A.C is the number one choice for makeup artists around the world. With the combination with highly pigmented colours and well-trained talent means that our products are in high demand to work with creating looks for top celebrities ad models. M.A.C remains innovative and responsive to the ever changing needs of pro-artists. With their remarkable skills our artists do not shy away from pushing boundaries and testing colours behind the scenes and debuting them on runway prior to introducing them to counters worldwide.
HEART
The M.A.C AIDS funds is a leader in the fight against HIV and AIDS, supporting organisations worldwide that provide daily essentials and direct care to men, women and children who are affected by the epidemic. Founded in 1994, the M.A.C AIDS Fund is determined in its commitment to further AIDS awareness and education while confronting the social issues associated with AIDS. To date, the M.A.C AIDS Fund has raised $270 million (US) exclusively through its Kids helping Kids card program and the sale of M•A•C’s Viva Glam Lipstick and Lipglass donating 100 percent of the sale price to fight HIV/AIDS.
Imagery Imagery I imageryimagery i imageryimagery i Imagery
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PRODUCT We aim to capture our products in the best light possible in order to keep the brands authenticity. We do not want to disappoint our customers by misleading them so we use exact colour matches of our products and translate them into to images. PROFESSIONAL Our promotional images are made to inspire our consumers and to encourage them to be adventurous and daring with their make-up. M.A.C was created for professional use and we want to show that through our imagery. MUA We are more than happy to guide our customers and advice them on how to use our make-up ranges. Our professional make-up artists are trained to find the right products for our consumers skin type in order for them to feel confident and comfortable.
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PRODUCT
PROFESSIONAL
MUA
MEDIA
FASHION
PROMOTION
Till this day we use word of mouth, publicity and celebrity endorsements, which usually include pro makeup artists, models, singers and actresses. We have broken the traditional industry way of selling products and we have always believed in earning our customers and not buying them. We pride ourselves in being one the first beauty brands to truly embrace social media to communicate with our customers. Since 2008, M.A.C has been offering trend insights and a glimpse of what happens backstage at major fashion shows.
OUR CONSUMER
Between the ages 18-30 Belongs to a socio-economic class Character traits: Outgoing, Confident, savvy, fashion lover Lifestyle: Likes to socialise and attend events. All round young, fashion conscious individual who seeks to stand out from the crowd and not afraid to embrace their individuality.
OUR LOGO OUR LOGO OUR LOGO OUR LOGO OUR LOGO OUR LOGO OUR LOGO We are very proud of the M.A.C brand and it is only right that we should represent this through our logo. Our logo is a very valuable asset and is used with care. These are the correct variations of the logo and are supplied with the brand official artwork. Consistent application of the logo will reinforce M.A.C as a brand.
O OUR LOGOOUR LOG O OUR LOGOOUR LOG O OUR LOGOOUR LOG Packaging/Compacts: On our product packaging the M.A.C logo is located half an inch above the centre mark of the box and takes up 75% of the space horizontally leaving equal amount of spacing either side of the logo.
LOGO don’tsLOGO LOGO dont’sLOGO LOGO dont’sLOGO LOGO don’ts 1) Do not change logo orientation 2) Do not place the logo on a pattern or photographic background 3) Do not change logo colour 4) Do not crop logo 5) Do not add an effect on the logo 6) Do not recreate the logo 7) Do not change size or placement of logo 8) Do not outline the logo 9) Do not add a shadow 10) Do not change the font of the logo
don’tsLOGO don’t dont’sLOGO dont’ dont’sLOGO dont’
COLOUR
For our illustrations and background photography M.A.C use a colour palette to avoid using different variations of the same colour. Other colours maybe be used where appropriate to do so. We use these colour so they do not interfere with the colours of our make-up or cause any confusion.
TONE OF VOICE
We believe that our message is better read when it is simple to understand and not over complicated. We aim to be direct and talk the language of our customer, they appreciate our honestly and simplicity.
Do not over complicate Be honest Be direct and straight to the point Find the simplest way to say what you want to say
TO OUR PARTNERS This brand book is for the use of the M.A.C design team and agency. If ever in doubt please refer back to this document.
A FINAL THOUGHT M.A.C would like to thank you for taking the time to read about our brand. We hope to have left you feeling inspired.