THE MAGIC OF M.A.C MAKEUP: Beauty that is more than skin deep

Whether it’s due to the company’s social initiatives, product quality, vast variety or affordable price point, I think its fair to say that M.A.C is the choice for many makeup consumers. M.A.C has chosen a unique way of differentiating itself, since it doesn’t follow a traditional segmentation strategy of having a particular target consumer. This strategy involves offering their products, services and overall experience to ALL races, ALL sexes, and ALL ages.

RETAIL VALUE PROPOSITION

With M.A.C’s counters and shelves fully stacked and lined, its easy to view their sizeable selection. Their extensive product breadth in the cosmetic category allows differing consumer tastes and preferences to be fulfilled. Whether you’re looking for a passionate purple or glamorous gold to high light your eyes, M.A.C is where it’s at! One of the most interesting aspects of their selection is their constant showcase of special edition offers and new product launches. This never fails to stir up excitement and give a girl an excuse to stop in for a “quick” visit.

M.A.C has two locations in both of Edmonton’s most popular malls- West Edmonton mall and Southgate. By having a stand-alone store and a location in The Bay, this contributes to convenience for consumers.

In the words of one of the company’s consumer's, “M.A.C are affordable professional cosmetics” and from personal experience, she speaks the truth. The products last for months, are of high quality and are affordable in relation to other professional lines. An interesting loyalty program that M.A.C offers is one in which both customers and the environment reap some benefit. This program involves customers receiving a free lipstick, lipglass (lip gloss) or eye-shadow after returning 6 empty M.A.C product containers. There is no doubt in my mind that this eco-friendly strategy adds to their differentiation within the cosmetic sector.

Providing customers with the best experience possible is the company’s business model. Employees are not only committed to discovering and meeting every customer’s unique needs, they do their utmost to exceed them. They help improve each customer’s appearance, confidence and creativity to bring out their inner self. They offer makeup application sessions or makeovers, which can be requested to be in tutorial form if desired. Whether you get your makeup done for a classy Christmas event or a girls night out on the town, M.A.C has any woman feeling like a million bucks. These makeup sessions are free of charge on the condition that the customer purchases a few products of their choice. A face chart is also provided that lists the products used and shows how they were applied so the look can be repeated in the future.

VIVA GLAM

M.A.C cosmetics heart and soul is considered to be the M.A.C AIDS Fund that was established in 1994 by the company’s founders. M.A.C donates 100% of the sales of their VIVA GLAM product line of 6 lipsticks and 3 lipglasses to the fund. Through this venture, they have become the largest non-pharmaceutical corporate fundraiser for fighting HIV/AIDS. With the exclusive sales of VIVA GLAM products from their stores in 50 countries worldwide, $148 million USD has been raised to date. An interesting fact is that 1 sale of a VIVA GLAM product can do as much as- provide 2 children 2 meals per day in a South African orphanage that are affected with the disease for an entire month. This social initiative clearly would appeal to a diverse crowd of consumers.

MARKETING

It seems likely the use of celebrities in M.A.C's advertisements is to create a trickle down effect to drive sales. A direct marketing strategy via mail and email introduces new product launches and promotions to their consumers.

http://www.maccosmetics.ca/

http://www.sokissandmakeup.com/the-history-behind-mac-cosmetics-inc/

http://www.lovemarks.com/nomination/910

M.A.C Employee