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.
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.
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board
L’Oreal is the largest beauty company in the world and in the past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. This global company is the number one premium cosmetic product in the world today and has taken the core and beauty of people’s everyday lives since 1907, the beginning of L’Oreal. The superior leadership of a guy named Eugene Schueller started this strategic company with basic products such as hair care and also the first man-made hair color product. Five years later you could find these products in Austria, Italy, and the Netherlands. In 1934 Eugene invented the first mass market of soap less shampoo and this led the success of L’Oreal in the country of Europe which soon recognized them as the leader in body care and hair coloring products. Finally soon after World War II L’Oreal moved into the United States and the company seemed to change. When L’Oreal expanded the competition was more involved and more growth was needed in order for the company to be more successful. With problems like this, the strategy and planning that has been applied in L’Oreal has been huge for the success of the company. L’Oreal realized they needed to expand in other fields of the beauty market and target markets in order to stay alive and successful. This would mean that L’Oreal would need to acquire other companies as part of their expansion and through this they have kept the constancy of the leading company with acquisitions of many small companies. Finally in the 1980s they started their globalization into new markets all around the globe by acquiring new companies that would form the cosmetics that we know today. Although the role of acquisitions has never been the main focus of the company, internal growth and strategy was the number one reason for L’Oreal becoming such a big name. The main strategy was to adopt new companies and expand it from within believing that the brand could be taken globally and benefit their overall brand portfolio. The main role of acquisitions was to increase and lengthen the internal growth rate. L’Oreal started acquiring companies from the beginning of their name. They started with the basics of their own brands such as L’Oreal Professional, L’Oreal Paris, Kerastase, and Club des Createurs de Beaute.
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.
“Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.
Our competition is comprised of D&C Face Cream and Hair and Body Solutions Inc.. M&J Cosmetic’s competitive advantage lies in our superior all-natural organic products.
[6] Newman, K. A. (2009) Packaging is critical to brand identity, Packaging. (pp. 30 – 34)
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.
H&M Hennes & Mauritz is a Swedish multinational company established in 1947, known for it’s clothing for men, women, teenagers and children. It is expanded to 53 countries and as of 2013 employed around 116,000 people. It is ranked as the second largest global clothing retailer. It generated $18.13 Billion revenue in the year 2013.
Indie darlings with cult-like followings like Tata Harper, W3ll People and RMS (the brand that will be discussed in this write up) are already highly trendy among cosmetic and skincare aficionados, proving
Nowadays, consumers are attracted by “the combination of quality emotion and rarity” (Perry and Kyriakaki, 2014). Luxury items make them feel more prestigious even if these products do not have any functional utility. The importance of luxury in today’s world is the expression of the immaterial world; as cited by Solomon (1986) consumers are seen as “meaning creators, who live in a dynamic interaction with social and cultural environment” (Perry and Kyriakaki,
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.
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.
Consumers have expectations In terms of a good quality product that should be availed at a reasonable price. Consumers don’t only want the business to be socially responsible towards them in this manner of reasonable prices but way beyond this. They should meet the needs of consumers in ways of convenience and appearance. But business should also consider other aspects like environmental impact when packaging is disposed.