MAC Cosmetics
"All ages, all races, all sexes, all MAC. " This is the motto for one of the fastest growing cosmetics brands in the world, MAC Cosmetics. For MAC artists and MAC customers this motto is not just words it is truly what drives the culture of this amazing Company. At any given time you will find grandmothers shopping for color with their granddaughters. Isn't that an amazing and wonderful concept?
As you read further you will see why MAC is such a unique entity in this well established industry. 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. MAC is currently the only Estee Lauder brand that is not only meeting; but exceeding its annual sales goals. Last year MAC surpassed its sales plan by 121 million dollars! Which is unheard of in this industry.
Lets start at the beginning
Makeup Art Cosmetics or MAC was created in 1984 by two men, Frank Tosken a seasoned makeup artist and photographer and Frank Angelo a successful business owner of a chain of salons in Toronto. They found that cosmetic products that were readily available were not performing well under the intense environment of studio lights & perspiration, had little color payoff, and were constantly having to be touched up. So, they created cosmetic formulas and colors that met these specific needs. By using them backstage on models and performers news traveled fast about how wonderful these products were. At first MAC was only available to the professional makeup artist. Then by word of mouth news spread to the general population and was maid available to the public and in 1994 was purchased by the Estee Lauder who owns many of the world's favorite cosmetic brands. MAC continues to be a testimonial brand of cosmetics, meaning that there is no paid advertising for MAC to promote their traditional product. They rely solely on testimonials and word of mouth advertisement. However you may find that MAC does advertise only one product and that is Viva Glam Lipstick. This is their charity lipstick and it comes in five different shades.
Lipstick was revolutionized in 1923, when James Bruce Mason, Jr. patented the first “swivel” tube of lipstick. This modern comic strip encaptures not only the societal norms of housewives, but the advertising culture. While many advertisements were simplistic, some introduced a new problem for which they were the only solution. While advertisements didn’t utilise the medium of comics, Embee Distributing Company's Comic Monthly first started in 1922, which made comic books more
This position paper will discuss the Apple’s identifying mark, and if it is possibly in danger succeeding the passing of Steve Jobs. According to Burrows and Satariano (2002) article and “Can Phil Schiller keep Apple cool” Burrow and Satariano stated that Jobs career and reputation was founded on new ideas, desires, instinct as well as trust. However, since Steve Jobs passing and Schiller’s takeover new advertising has been viewed as a travesty, besides Schiller being looked upon as a governing individual. Nevertheless, how is it affecting its advertising campaign and new products? Is Schiller responsible, or is it due to the market being saturated with other brands that are similar to Apple’s product line?
United Kingdom. Committee of Advertising Practice. Committee of Advertising Practice. Accessed November 18, 2013. http://www.cap.org.uk/Advice-Training-on-the-rules/Advice-Online-Database/Cosmetics-The-use-of-production-techniques.aspx.
MAC (Makeup Art Cosmetics) is originally a Canadian company that has been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability. The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes (MAC, 2007, p. 1). The prices of the MAC cosmetics are comparable with other high quality world brands, i.e. those which cannot be bought in drugstores, but in the specialized cosmetic stores or international perfumeries that the company has a contract with. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale.
Make up has been around for about 12 thousand years. Woman use makeup to make them look more beautiful, woman now and back that weren’t happy with their natural beauty so they chose to event or come up with something that would make them beautiful. Woman got the idea that they would use some things form nature that they found and smashed it or do something to but on their face. At first it was a poisons thing to use but now a days makeup have reached a point that it’s not dangers to put on now. In this paper making to talk about the different make up their development of each. Some of the makeup history that I’m going to talk about are lipstick, mascara, eye liner, Eye shadow, body painting and a little about nail polish. I’m also going to talk about who wear makeup. I am going to explain why they wear makeup and what it meant to wear makeup.
This advertisement appears in the Seventeen magazines, whose readers range in age between thirteen and twenty-five. The visual shows a young, blonde, Caucasian female who is attracting the readers to the COVERGIRL™ product. Placing this sort of ad in the Seventeen magazines is appealing to most young women due to the beautiful celebrity, Taylor Swift, who uses the same product. Also, the colors used, such as the pastel pinks, draws in the reader since they are very feminine colors. Finally, the product itself is appealing to the audience of Seventeen because younger women like to look their best, and to do that, lip-gloss is a handy accessory.
In fact, about this business one can easily write a few weighty books. Without exaggeration, we can say that Apple is one of the brightest technology companies that appeared in the 70s of the last century. Due to innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to the cult in the consumer electronics industry. In 2014 the company was ranked first in the world by market capitalization. The concept of the brand is built around the slogan 'Think different’ (Linzmayer, 2004).
Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
Nowadays, people attach great importance to appearance. In order to meet different customer needs, each company in cosmetic retailer industry provides various beauty products to customers. Skincare, make-up, hair care products, body care products, perfumes, health and beauty supplements are included.
After studying the cosmetic market we can identify a series of needs in this market:
In the 1920s, makeup played a vital role especially for women trying to recover from the fears and horrors of the war. After the recession, it lead to an increase of manufacturing new cosmetic products and brands such as Maybelline. As makeup made its debut to the world, stores were opening and slogans such as “try before you buy” just like Gordon Selfridge proclaimed women to get a sense of what products to use along with spreading the word to others if content with the amazing outcome. Face and complexion was considered by most as an important factor for representing beauty of an artificial face. Face powder was very essential because many women wanted to create a light, sandy
For Maybelline’s price they offer low competitive While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives.
Coca-Cola. And Apple. Two companies from two very different industries, yet both have such strong brand identities, it has become iconic. A brand identity should be “the heart and soul of a brand.” [2] (Aaker, D. A., 2010, p. 68) But it’s not just a strong brand identity that has made these two brands internationally known. In both cases, it has been a strong combination of brand identity and well-considered packaging, which have put them at the forefront of their respective markets.
The Apple brand name is a household name, the brand value of Apple, Inc. improved to $13,724 million in 2008 from $11,037 million in 2007 (Datamonitor PLC, 2009). Apple is different from its competitors because it produces high quality products, its products are also unique and attractive and this has helped to increase its market shares. Since Apple is known globally, 54% profits come from foreign markets (Datamonitor PLC, 2009). Apple products are easy to use and carry around, majority of its products are light, small and very easy to carry around and it has a major advantage of product diversity, there is something for every one of all ages.
In order to ensure the success of a brand the company must put lots of planning and thought into the brands elements. The three brands I have chosen to examine in this branding exercise are Apple, Coca-Cola, and Target because they demonstrate many of the criteria used to evaluate brand success.