M.A.C Cosmetics: Company Overview Essay

2081 words - 8 pages

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)

Brand Positioning
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)‎


Competitors
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.

(design, 2012)
Customer Profile
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...

Find Another Essay On M.A.C Cosmetics: Company Overview

french fashion brands and disigners Essay

618 words - 2 pages later.Louis Vuitton is regarded as the epitome of luxury. Merged in 1987con Moet Henessy and to form the LVMH group and belong to the same as Spanish brands like Loewe , Christian Dior, Donna Karan and Givenchy .These names can join others like L' Oréal Group, a company that is present throughout the world and is a leader in cosmetics. Brands belong to this company as Ralph Lauren, Giorgio Armani, Helena Rubinstein or Garnier , and its motto is " because I'm worth ." It is a company that invests a third of its advertising business.

french fashion brands and designers Essay

618 words - 2 pages later.Louis Vuitton is regarded as the epitome of luxury. Merged in 1987con Moet Henessy and to form the LVMH group and belong to the same as Spanish brands like Loewe , Christian Dior, Donna Karan and Givenchy .These names can join others like L' Oréal Group, a company that is present throughout the world and is a leader in cosmetics. Brands belong to this company as Ralph Lauren, Giorgio Armani, Helena Rubinstein or Garnier , and its motto is " because I'm worth ." It is a company that invests a third of its advertising business.

Celebrity Power

2091 words - 8 pages Mardona will be positively associated with identification with him. H4: Parasocial interaction with Diego Maradona will promote (a) awareness of the risk of drug use, (b) personal concern about drug use, (c) abstinence from drug use, and (d) support for drug prevention programs” (M.A.C. de Matviuk 363-64). Results of this study affirmed all hypotheses correct. The results have important implications such as when a celebrity becomes associated with a

Nestle's Changes for success

602 words - 2 pages Overview Nestlé is a multibillion dollar company that sells everything from chocolate to cosmetics. Over the years Nestlé has been through major changes to expand the growth of the company and to succeed as a business. These changes vary from expanding into eighty countries as well as acquiring other companies. Discussion Questions Question 1 Nestlé has undergone many changes since the beginning. These changes include both first order and

Letter to Lóreal Canada Regarding Avoiding Animal Testing

2654 words - 11 pages & Contemporary Problems, 253-275. L’Oréal Canada. (2014). Retrieved from Company Overview Facts & Figures: http://www.en.loreal.ca/_en/_ca/html/our-company/facts-figures/operations.aspx? P.J. (Bert) Hakkinen, D. K. (2002). Alternatives to animal testing: information resources via the. Toxicology, 3-11

Management And The Body Shop

1609 words - 7 pages Essay about how The Body Shop management system is run NoneManagement and The Body ShopIn this paper I will be taking a look at basic management functions. The approaches, and the synthesis of two views of management. I will attempt to take an overview of culture and its effect on a company.In today's changing global environments many companies have joined the open trade policies, and existing foreign opportunities available to growing companies

The Horrors of Animal Experimentation

1188 words - 5 pages been created and should be used, instead. For example, CeeTox, a company in Michigan, created an animal-friendly way to test toxicity by using ‘vitro toxicity screening’ to test products. This allowed labs to test the level of harmful materials in chemicals by using technology rather than animals. Alternative methods like an embryonic stem cell test, the 3T3 Neutral Red Uptake Phototoxicity Test, and the EpiDerm test, which has been accepted

Ready

3569 words - 14 pages -spaced typed pages, excluding exhibits) and lead a class discussion for that case. The written report is due in the instructor's office by 5 p.m. on the day before the case has to be discussed in class. The group leading a particular case is responsible for setting the stage for discussion, present an overview of the case in hand to the rest of the class, lead the class in the discussion of the case, encourage fellow students to participate

Women's Weekly Magazines Their Suitability for advertising purposes UK

1441 words - 6 pages List of ContentsTitle Page Page 1Women's Weekly Magazines- A summary Page 3Women's Weekly Magazines - A guide Introduction Page 4Women's Weeklies - Who Reads them? Page 5Women's Weeklies - Who Advertises in them? Page 6Women's Weeklies - Strategic Overview Page 7Women's Weeklies - Conclusions and Suggestions Page 8Bibliography and List Of Resources Page 9magazines.Women's Weekly Magazines- A summaryAfter researching the women's weekly industry I

Sex discrimination

2336 words - 9 pages Cosmetics has been included in Fortune magazine’s “’The 100 Best Companies to Work for in America’ and [was] named [as] one of the best companies for women” (158). Through her career, she defied female stereotypes. She founded her own company during a time that business was a male’s world and women were barely getting rights to earn an equal pay – during 1963. GROUPS FIGHTING FOR A CHANGE The fight for equality is long from being over. Today, groups

Shoppers Drug Mart Financial Analysis Report

4777 words - 19 pages , health beauty aids, cosmetics and fragrances (including prestige brands), everyday household needs and seasonal products" (Shoppers Annual Report, 2007, p.8). Shoppers focuses on exceptional merchandising with unique brands, convenience, and value-added services for customers. "The Company also offers a broad range of high-quality private label products under the Life Brand, Quo, Everyday Market, Bio-Life, Navita and Easypix, among others, and value

Similar Essays

Mac Cosmetics Essay

1370 words - 5 pages MAC CosmeticsMake-up Art Cosmetics, also known as M.A.C. cosmetics is a highly unique corporation. Its founders and business strategies are rather simple yet extremely effective in contributing to the companies success. The company does not use any fancy business schemes and it is truly concerned with its consumers. In the beginning, the company struggled to get started, but now a multimillion dollar (and still growing) enterprise, M.A.C

The Business Strategy Of Loreal Group

2488 words - 10 pages towards the higher end and luxury market, including Aveda, Bobbi Brown, Michael Kors, Coach, Tom Ford, Smashbox, Clinique, Donna Karan, La Mer and M.A.C. Revlon, a cosmetics, hair colour, deodorant and beauty tools company that distributes to about 100 countries worldwide. Brands are catered towards the mass market - the middle to lower class market, and include Almay, Revlon products and Mitchum deodorants. Avon Products, a cosmetics and

Research To Promote Uk's Men's Cosmetic Market

5446 words - 22 pages their "feminine sides". The male cosmetics market in the UK is driven by men wanting to look younger and smell nicer, according to research company Mintel. However, despite many attempts to label this phenomenon, there is now a common recognition that these changes have been more subtle than first thought and that changing the habits of men is not particularly easy.Although the male cosmetics market has not performed as spectacularly as once

Marketing Plan Phase I Essay

1674 words - 7 pages question that has been long awaiting an answer; "What about us?" In the following analysis, there will be an overview of the company, a description of the product, an explanation of importance, a SWOTT analysis, followed by a marketing research approach. This will outline the corporate marketing plan for Vivid Sport.OverviewMary Kay Ash founded Mary Kay Inc. on September 13, 1963. The world head quarters are located in the Dallas suburb of Addison