Preview

Branding of Mac Cosmetic

Good Essays
Open Document
Open Document
542 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Branding of Mac Cosmetic
[pic]

M•A•C (Makeup Art Cosmetics)

Today, the cosmetic industry is a very innovative and competitive industry where product innovation and brand image is the key to success. One of the world’s cosmetics leading brands nowadays is M•A•C, standing for Makeup Art Cosmetics. The purpose of this essay is to present M.A.C’s branding strategies and it differentiation to the competitors.

Brand Overview

Makeup Art Cosmetics or M•A•C is one of the world’s fastest growing cosmetic brands. M.A.C’s creation was first in 1984 by two men, Frank Angelo, a successful businessman of a salon’s chain in Toronto, and Frank Tosken, a seasoned makeup artist and photographer. At first M.A.C was only used among the professional makeup artists. Then, by word of mouth, it spread to the public. After that, in 1994, M.A.C was purchased by the Estee Lauder who owns many of the world’s popular cosmetic brands, and headquartered in the United States in New York and in Canada, Toronto has the largest branch. M.A.C continues to be a testimonial brand, which is specialized for eyes, lips, face, skincare products, nails, brushes and fragrance.

Brand Management

M•A•C sells cosmetics of high quality that is intended for professional as well as everyday users, who are seeking for colorful, fashionable and creative makeup products. One of M.A.C’s brand personality traits is cosmopolitan, which has positioned itself for individuals of every color, race and ethnicity, which is reflected via its motto: All ages, all races, all sexes, all M.A.C. This brand is typically sold in high-end department stores. They also have their own stand-alone stores, as well as an online shop.

Brand Differentiation

The brand is very popular because of its delicate texture, artistry, creativity, durability and huge choice of colors from pale nudes to bright colors. The products are also very well tolerated on every skin type and its items are also suitable for women with sensitive

You May Also Find These Documents Helpful

  • Good Essays

    Cover Girl Cosmetics Why Cover Girl is one of the most successful cosmetic organizations since the 1960's? By: Heather Hale Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl's strong, on going successes are due to changing the look of the product, exceptional promotions which the public can't look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it's wonderful that Cover Girl has been and still is so successful, it has put a dentation in today's society in what women's appearance should and shouldn't be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one's life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, "Fall in Love with 98…

    • 1774 Words
    • 8 Pages
    Good Essays
  • Good Essays

    Mac Make Up Ethics

    • 595 Words
    • 3 Pages

    M·A·C Cosmetics, Makeup Artist Cosmetics, was founded in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo in 1984. The first U.S M·A·C store opened in 1991, in New York, Long before their company history, MAC cosmetics founders directed their product line towards professionals in the beauty and fashion industry who had to rely on heavy cosmetics, cake makeup and stage makeup to create the visual effects needed to withstand bright lighting during photo shoots. Who better to rise up to this demand than a fashion photographer? With a glamorous image and a celebrity endorsed product line, MAC cosmetics took the beauty industry by storm. Finally the novice makeup artist could create special effects without the use of stage makeup. The average city gal could create an urban look that was wearable from nine to five with evening cocktails after hours, and brides finally had a cosmetic line they could rely on to capture beautiful wedding photos.…

    • 595 Words
    • 3 Pages
    Good Essays
  • Better Essays

    It is very important to understand Cover Girl’s products. Grewal and Levy state, “A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange (Levy, Product, Branding, and Packaging Decisions, 2012). There are all different kinds of products, but the category Cover Girl falls under is shopping products/services. Cover Girl is not the only cosmetic brand available and many consumers spend a fair amount of time comparing Cover Girl to other cosmetic brands. Cover girl’s main goal is just like any other companies. What is the customer looking for in our products? First, Cover girl had to identify their target market and they did so: Women. Cover Girl looked towards women seeking beauty and skin care. Cover girl defines their core customer value, by stating that Cover girl products are easy, they make you beautiful, consist of soft texture that smooth’s your skin, you feel refreshed…

    • 3503 Words
    • 15 Pages
    Better Essays
  • Powerful Essays

    American Apparel Essay

    • 1506 Words
    • 7 Pages

    The company’s philosophy on being sweat-shop free, Made in USA puts them at odd’s ends with their overly-sexed advertisements. Since people have layers, the brand can appeal to shoppers by helping them embrace their duality. Consumers want a brand that they can emotionally connect with, brands that reflect their passion and interests (Thau, 2014), which this emotional appeal would do. Furthermore, versatility appeals to the rational consumer looking for items with multiple uses, which translates into a good value for their…

    • 1506 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    The Body Shop

    • 3850 Words
    • 16 Pages

    The cosmetic industry is one of the biggest industries in the world. The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion. There is a strong competition in this industry all over the world. To compete and obtain a competitive advantage, companies have to invest a lot. They always have to innovate, to invest in advertising campaign in order to be known and to be successful. The Body Shop decided to be different, their products are natural, it is an ethical organisation, associated with environmental friendliness.…

    • 3850 Words
    • 16 Pages
    Powerful Essays
  • Satisfactory Essays

    Mac Fashion Brand

    • 480 Words
    • 2 Pages

    In 1986 MAC was styling fashion looks one being the concept of bald brides in Toronto fashion shows (Voguepedia). In 1988 Henri Bendel in New York was the first department store picking MAC’s cosmetics , followed by a 1994 campaign of “Who is the M.A.C girl” starring Ru Paul nearly raising $1 million for their M.A.C AIDS fund. All this leads to MAC’s participation in their first New York fashion week with fashion designer Matsuda (Voguepedia). MAC was also featured in one of the biggest fashion magazines Vogue in 1994 for the first time. That first New York fashion week runway then lead to MAC sponsoring over 850 shows, spread across 47 New York fashion week by 2012. By 2007 MAC’s AIDs fund raised over 236 million dollars with the help of celebrities such as Mary J. Blige, Lil Kim, Nicki Minaj, Lady Gaga, and Ricky Martin. “We love the idea of being able to champion and solidify a strong point of view for the next generation,” says an Estée Lauder executive. “We’re a makeup-artist brand, and we’re inspired by the runway—it’s very organic.” said Estee’ Lauder executive (Voguepedia). One of MAC’s biggest introduction of endorsements were led by the likes of Pamela Anderson, Boy George, Debbie Harry, and other big stars in the 80’s this led to the company’s growth in the industry and marketplace…

    • 480 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    My target audience are young women from 17 to 25, who want to have or already have a sophisticated and classy style without being able to pay for Chanel, Louis Vuitton, Gucci, Prada, Burberry or Dior. It concentrates on providing this style with not much money and it also centres on natural cosmetics, as well as more extravagant makeup styles for nights out.…

    • 371 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Mac Cosmetics Analysis

    • 2406 Words
    • 10 Pages

    Two Canadians, a hair salon chain owner and a makeup artist, named Frank Angelo and Frank Toskan, respectively, started MAC in Toronto in 1984. The first U.S MAC store opened in 1991, located at Greenwich Village, New York. They wanted to create cosmetic products that could better withstand the rigorous wear required to withstand photo shoots, such as the heat from bright lighting. Toskan was the idea man in the company. Before he partnered with Angelo, he spent hours experimenting with formulas with the help of chemist Victor Casale, who was also his brother-in-law. He formed a business relationship with Angelo since he was a skilled entrepreneur. M.A.C. has propelled to incredible heights since its founding in 1985. Even with a marketing strategy based solely on word-of-mouth, M.A.C. has managed to rise as a global giant in the $160 Billion beauty industry. From sponsoring international fashion weeks to hosting slick celebrity powered parties. M.A.C. has become synonymous with glamour and stardom. Every aspect of what makes MAC Cosmetics; "MAC" being its products, its location, its brand image, or its phenomenal price point is unique and goes against most typical marketing methods. As we all know product, price, promotion and place are the four fundamental variables that either make or break a company. There are currently 108 locations between Canada, the U.S., and Europe, with extreme success in London, England. MAC is present in 53 stores across UK, out of which 8 are MAC's flagship stores.One of the remarkable aspects of the success of M.A.C. Cosmetics is the…

    • 2406 Words
    • 10 Pages
    Good Essays
  • Powerful Essays

    Bibliography: Regina Harris makeup-MAC Cosmetics Marilyn Minter, 2009. [Interview] YouTube license. Available at: http://tinyurl.com/d4m6ol9 (Accessed: 10th December, 2012)…

    • 1691 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    As part of the internal analysis Estee Lauder's past promotional mix strategies will be assessed and evaluated. Strengths and weaknesses will also be evaluated in terms of brand image and the products and services they offer were also identified. Estee Lauder's current promotional strategy has a strong focus on advertising in sources of print media within media relevant to its target market such as fashion magazines including, Harper's Bazaar and In Style. Personal Selling also plays a dominant role in Estee Lauder's current IMC strategy. The use of the Internet and Direct marketing has played a minimal role in Estee Lauder's IMC program for Australia. This was identified as a weakness but also as a potential opportunity to expand and use these promotional tools in their future IMC program.…

    • 4626 Words
    • 23 Pages
    Powerful Essays
  • Powerful Essays

    Makeup Art Cosmetics (MAC) was founded in 1985 in Toronto by Frank Toskan and the late Frank Angelo. The business plan concentrated on targeting young, fashionable females by creating cosmetic products which contain unique textures and colours. Using this strategy, the company targeted the ¡°hip¡± celebrities and other cosmetic influencers to gain recognition and market share in the younger consumer market. Since its inception, the company has grown to become a multi-national organization operating in over 180 locations worldwide. In the late 1990¡¯s, MAC was purchased by Estee Lauder, which has led to the alteration of the company¡¯s governance; the culture of the firm changed from that of an entrepreneurial-style with limited rules into a culture dominated under a stricter control by top management.…

    • 1601 Words
    • 7 Pages
    Powerful Essays
  • Best Essays

    This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained in this report. It includes the general idea of cosmetic industry. Furthermore, this report also indicates the macro and micro environment and major competitors. The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text book as secondary data.…

    • 4310 Words
    • 18 Pages
    Best Essays
  • Good Essays

    successful positioning

    • 944 Words
    • 4 Pages

    Estee Lauder is a universally known high-end skin care, cosmetics and fragrance brand within this billion dollar industry. Estee Lauder is the company that delivers high quality products to those consumers who have a conscious eye for the best products and ideas. Estee Lauder has always been known as a high-end department store brand and they have positioned themselves as such within the beauty industry. Many of the products are expensive or considered more luxurious. Also, many of their extension brands such as MAC, Bobbi Brown Cosmetics and Clinique are considered high-end brands. This is helpful in keeping their brand and positioning stable across the board. Many of their extensions are doing very well and could be considered their own competitors for high end, quality driven products. Consumers must process their information about Estee Lauder to help them keep up such a successful track run in a conscious youth driven manner. Estee Lauder targets both men and women who are from the ages of 25 and up. Many recent advertisements for Estee Lauder are for anti-aging products or creams for a youthful appearance and the company is directly targeting these ages appropriately with their advertisements and products. Estee Lauder uses mostly print and commercial advertisements with the use of celebrity endorsements. With their…

    • 944 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Johnson & Johnson

    • 1929 Words
    • 8 Pages

    MISSION: Emerge as the dominant cosmetics and personal care firm in the twenty-first century by appealing to young/trendy women, health conscious women and older women with its varieties of brands.…

    • 1929 Words
    • 8 Pages
    Satisfactory Essays
  • Good Essays

    Asian Paints 3

    • 815 Words
    • 4 Pages

    In 2004 the company realized that though they have almost 20 brands only few products like Apex emulsion, Royale interior emulsion, Apcolite and Touch wood had high recall among the customers. Therefore they decided to promote the brand as a whole, to create a corporate image and the various products under their Umbrella Brand – “Asian Paint”, which became their mother brand. This created a “Brand Awareness” as a whole among the customers.…

    • 815 Words
    • 4 Pages
    Good Essays