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 b...
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...ress online queries (M.A.C, 2014). As an idea the company can emphasize luxury by having personal service customization. After the cosmetics are customized a team of makeup artists would come to your home and give you a makeover. This could be done for any occasion as personalization is the key success for a luxury brand.
Packaging
M.A.C uses minimal packaging and recycled paper for their cosmetics package. Vegetable based ink is used for printing the names and logo incorporating the latest design trends. Plus prints and visuals based on the theme for the collection. (M.A.C, 2014)
As an idea digital images and prints could be used specially on the boxes that carry the product. Futuristic themes that would suit the brand purpose and portray the style aspect. Or a chance for customers to customize their own packaging of the product based on their choice.
Madonna Louise Veronica Ciccone (aka Madonna) is one of the most influential American Icons in the 21st century. She uses her sexuality and feminine characteristics to convey her beliefs to the public. She started a trend among youngster “wannabes” during the mid 80s (Cengage, 2003). These youngsters adopted Madonna’s messy hairdo and bold wardrobe such as lacy undergarments fully expresses the female sexuality and seductiveness. In this report, we will analyze Madonna’s career as an entertainer from the perspective of the Product life cycle and evaluate Madonna as a brand. A product life cycle describes how a product goes through the stages of introduction, growth, maturity, and decline.
...so very successful because of their unique forms of advertising and promotions. Contacting certain audiences which is their main target during different promotions is a wonderful way to go. Understanding advertising will better help you understand yourself and make you realize whom you really are and whom you will always be no matter how many cosmetics you buy.
It is safe to say that at this point anyone can identify the tagline “Because you’re worth it” and to what brand it belongs to. L’Oreal is one of the top leading brands in the hair and beauty industry. Not just in Europe where it originated in 1907 by Eugene Schueller, rather across nations in various countries. By the mid-1930’s Eugene not only expanded L’Oreal throughout Europe but also gained a leader for hair and body care products.
Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a marketing concept by meeting and exceeding costumer needs then their rivals.
The target market for my Cîroc marketing campaign is the Multicultural market, specifically African American and Hispanic consumers. Each element of the campaign is vital and I will explain part of the designed Cîroc marketing mix to include the marketing media, the product and the offer in order to create an effective multicultural campaign. The goals of my campaign are to deliver a clear brand message, connect emotionally with the target audience and confirm the brand’s credibility, which will position the brand to improve on overall conversion rates. There is an arsenal of powerful resources available to tap deeply into consumer’s social relationships and to encourage consumers to play an active role endorsing the product
For Mr. Lauren, the starting point is always his concern for quality and attention to detail, while the creative drama comes from his own romantic sense of elegance and reverence for authencity. Always true to his own purely American vision of fashion, his products are nearly as diverse as the country that inspires them. He designs a wide range of products, including menswear, womenswear, boyswear, girlswear, home furnishing, eyewear, scarves, shoes, hosiery, fragrances, handbag, luggage and leather goods. And the stores that carry his products are located across the United States and around the world.
For this assignment Amy and I chose cosmetics and toiletries. A cosmetic is a preparation or substance that is used to alter certain parts of the human body it can change the odours or appearance of the body, clean it or protect it. Some of the items in this industry that are included in the description of the cosmetics and toiletries industry are hair care products, makeup, bath, shower and skin care products, fragrances, male grooming products, oral hygiene products, female sanitary items, deodorant and moisturizer and other cream. After several attempts at researching where cosmetics are produced and manufactured, we found that is very rare for most makeup and toiletry brands to be made in Australia after calling and enquiring to many different companies we found that most products are shipped from America or the UK. However, we did find that Procter and Gamble produces Billie goat soap in Australia and all of Lush’ products are manufactured in Canterbury in Sydney.
Due to the incredible strength of L 'Oreal 's brand, the company has been able to utilize market penetration on an annual basis by creating an association between L 'Oreal and Christmas or Mother 's Day, Dad 's Day. By offering boxes composed of a multitude of products and promotion, the company allows to introduce its products to its customers or consumers. It offers them several products in the kit so that they can buy them later. Also, she must support the product through innovation and communication with to continue to stand out from the
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
[1] Aaker, D.A. and Jacobson, R. (1996) Building Strong Brands. New York: The Free Press.
The cosmetic industry in the United States is huge – the sale of skincare, hair care, make-up, perfumes, toiletries, and deodorants generates about $80 billion a year. The vast majority of cosmetic and beauty products are manufactured by a handful of large companies who dominate the industry, and who are more focused on profits than they are on using safer, higher quality ingredients in their products.
After studying the cosmetic market we can identify a series of needs in this market:
Rohm, Kashyap, Brashear and Milne (2004) suggested that in order for a company to be successful, it must differentiate itself from competitors to appeal to customers in the online marketplace . To achieve this, the company will utilize its practice of personalizing its product packaging that it currently offers in-store customers. ABC will implement a customer e-mailing list to send sales advertisements, product promotions, and other special offerings to customers who
From the ancient Egyptians who used copper and lead to create the world’s first cosmetics to the merchandise that was scientifically progressed over time that can do anything and everything from hiding large pores, smoothing your face’s complexions, and turning the dull green of your eyes into a lively shade of emerald. Makeup has been an essential part of humanity for over thousands of years. Cosmetologists, chemists, fashion designers, religious leaders and governments has had an unbelievable impact over the world of cosmetics with about ten thousand years of experience. Because it is in human nature to find new ways of expressing ourselves in an artistic way and to always aim for perfection. Cosmetics has played a really big part part in our advancements from ancient civilization to the modern way of living our lives.
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.