History of M.A.C
M.A.C was originated from Toronto; it was a result of a brainstorming session by well-known makeup artist and photographer Frank Toskan and beauty salon owner Frank Angelo to launch a makeup line. Their aim was to fulfil their professional needs while conducting shoots in studios. They were frustrated because of the lack of colours available to use on a professional level. M.A.C home ground is Canada. The two entrepreneurs cooked up cosmetics and sold it to different hair salons. Popularity increased within customers like makeup artists, models, photographers, stylists and editors. Due to amazing credits in fashion magazines and word of mouth, M.A.C grew popularity. In March 1984, the pair officially launched their first line from a single counter in a high end department store In Toronto. (M.A.C, 2014)
M.A.C as a brand ensured to use the famous tagline (all ages, all races and all sexes) which comprises brand positioning. It is a first level luxury brand but with the concept of being affordable for customers. The brand is loved by women of all ages and it is one of the few fashion brands which truly transcend age. M.A.C is categorised as a luxury brand as it is a co brand of a well-known company Estee Lauder. The biggest market of M.A.C is United Kingdom, Brazil, India, South Africa and Middle East.
The brand positioning of M.A.C believes to be for all ages, all races, all sexes and as a brand it stands for cosmopolitan, innovative, irreverent, original which has created a trendy attribute. (Marketing, 2007)
M.A.C uses varied ways of expanding the brand by creating a marketing strategy to promote makeup for artists, fashion, movies and theatre. Endorsement through word of mouth is engendered by giving away cosmetics to makeup artists who work with top models and actresses backstage for Fashion Weeks in Paris and New York. (Marketing, 2007)
M.A.C which is a co brand of EL’s faces tough competition within the cosmetics industry. The core competitors for M.A.C is Clinique, Loreal as the brand offers large selections in colour and texture, artistry professional quality products like brushes, hold and final look (Makepartcosmetics, 2010). Estee Lauder faces competition as well from higher level brands like Bare Essentials, Revlon, Avon and Elizabeth Arden due to the specialized clientele the brand targets (Wikinvest, 2010) . Even brands like Smashbox and Urban Decay cosmetics play as neck to neck competition for the brand. Reason behind the tough competition is the similar target market and branding strategy within the cosmetic industry.Below shows a perceptual map of M.A.C and its competitors within the UK markets.
M.A.C focuses on fashion forward customers who want to have an edgy look every day. It is a customer oriented brand and designed for all ages, all sex and all races. The age category is between the ranges of 18 to 30 years and there is greater...