Mac_Cosmetics

M-A-C Cosmetics Makeup Artist Cosmetics Inc. or as we know M-A-C Cosmetics was founded in 1984. Makeup Artist Frank Angelo and Photographer Frank Toskan both Canadians founded M-A-C Cosmetics. They wanted to find a product that would work better and look better in photo shoots and in bright lighting. Toskan spent many late hours in his kitchen with his brother-in-law Chemist Victor Casale. They were formulating the perfect combinations of ingredients and colors. M-A-C has a diversity for their brand. Their mantra is all ages, all races, and all sexes. M-A-C initially marketed to people in the high fashion industry models, make-up artist, celebrities, etc. In 1991 M-A-C opened their first store in New York City’s stylish Greenwich Village. In 1996 M-A-C opened their first European store in, of course, Paris. Estee Lauder is another world recognized cosmetic company. In 1994 Estee Lauder bought into M-A-C. By 1998 Estee Lauder owned M-A-C completely. M-A-C cosmetics have a client-focused philosophy. They don’t use advertising to drive their sales. They rely on word-of-mouth. Their customers are their biggest advertisers. Once they come in and have an excellent experience they will go and tell their friends and family and word spreads of the great products. Sales are also driven by celebrity endorsements. That is the most kind of advertising you will see. Another essential part if the M-A-C philosophy is the Makeup Artist. “I don’t have the luxury of communicating with my clients, so therefore my sales people are the link between my philosophy and their customers.” –Frank Toskan. The Makeup Artist goes through a thorough training. They are not trained to pressure sale. They do not talk their clients into buying their products. The artist acts a resource and artistic consultant. M-A-C cosmetics strive on client and employee loyalty. M-A-C Cosmetic has had the M-A-C AIDS Fund since 1985. It helps fight for men, women, and children living with HIV and AIDS. M-A-C has a line called Viva Glam. All of the sale price and proceeds of Viva Glam goes straight to the M-A-C AIDS Fund. 100% that means that M-A-C does lose money, but gain in the fight. Their first color of lipstick was called “passionate red”. Red symbolizing the fight for AIDS. M-A-C frequently gives out newly launched products to be reviewed by various beauty websites and beauty blog owners. I know there is a YouTube beauty channel that I watch julieg713. She does reviews and tutorials on hair and makeup products. There are several different reviews that she has done about M-A-C products. They are all really good and informative. Here is a list of marketing tactics that has been used by M-A-C over time: ▪ Halloween- they had 25 different looks during the season ▪ Back to M-A-C- Return 6 empty containers to M-A-C for M-A-C to recycle and get a free tube of M-A-C lipstick. ▪ Barbie colors cosmetic line teamed up with Mattel to launch Barbie line ▪ Temporary Websites- dedicated to particular new launch lines i.e. Barbie Line Fashion shows around the world play a crucial role in the M-A-C Cosmetics Product Development process. Makeup Artist use this exclusive occasion to test-drive product prototypes sometimes years before they ever reach the consumers. These creative beauty trends are shown in New York, London, Paris, and Milan. After the show the Artist will then report back to the product development team with feedback on texture, color, and ease of application. One recommendation I have for M-A-C Cosmetics future would be to let the bloggers and small beauty networks in on what they are testing on the runways. Invite them to the runway shows or send them video or pictures from it. So then they could do a preview or “what’s next” review. It would be like the designers do for their clothing lines showing their next collections a season or so ahead. Only this would be for cosmetics. Another recommendation I have is for their seasonal colors or seasonal collections would be to bring them back. They have colors and collections that they have once a year then they are gone. So, I think it would be a great idea to reintroduce them. Even if it is just once more. Or maybe it is once every couple of years for a limited time. I know that I have gone somewhere and bought a limited seasonal collection color and then ran out and was not able to get it and it had turned into to being one of my favorite colors. Works Cited Skincareblog.net/2010/02 M-A-Ccosmecticsautumn/winter2010londonfashionweek History of M-A-C Cosmetics ehow.com The History Behind M-A-C Cosmetics Inc. sokissandmakeup.com