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SWOT Analysis Unique image (known for colored products) High quality Word of mouth endorsements by professional make-up artists Numerous awareness campaigns (positive community engagement) Price trengths How are they going to keep their unique and individual style that they have used to their advantage, while satisfying all customers?
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The company is currently facing a turning point in which it needs to decide on how to focus its attention on all of its consumers: professional artists, professional industry and retail consumers. AIDS Fund Approximately $100 million proceeds have been collected Ĭore Industry Cosmetic Industry - Entered Industry with a different approach -Focusing more on developing professional quality products -Socially responsible and unconventional -”Edgy”, “Hip”, and “In” Ĭompetition Lancome, Estee Lauder, Clinique, Elizabeth Arden, and Shiseido Bobbi Brown Essentials, Trish MacEvoy, Nars, Stila, and Make-up Forever Ĭompetition (Cont.) Visiora, Bill Tuddle, Kryolan, RCMA, and Joe Bolasco Nordstrom, Macy’s and Bloomingdale’s ĭefine Opportunities With the undeniable success of M.A.C since its founding, the company wants to maintain its status as a leader in the market. AIDS Fund supports men, women and children affected by HIV/AIDS globally Same year, introduced first VIVA GLAM lipstick Every cent of selling price of VIVA GLAM lipsticks go to the M.A.C. These committed superstars will serve as powerful emissaries for the M♺♼ AIDS FUND – dedicating their time, energy and talent on behalf of the AIDS cause. VIVA GLAM Celebrity Spokespeople The M♺♼ AIDS Fund is proud to be associated with a spectacular lineup of multi-talented artists for the launch of the VIVA GLAM VI lipstick and lipglass.
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$12 Preferred Professional Industry Discount (PPID) No advertising, no discounts - Social conscious programs to help raise awareness for the environment and AIDS Back to M♺♼ Program Return 6 M♺♼ primary packaging containers to a M♺♼ counter or M♺♼ Cosmetics Online, you receive a free M♺♼ Lipstick of your choice as our thanks to you. Products Large selection of colors and textures Withstand bright lights Worn for long periods Professional quality brushes M.A.C.-PRO (exclusive)- cream colors, primary colors, mixable lip-creams and professional tools Ĭompany: Pricing & Promotion Competitive Pricing, between mass-market and competitors –ex) lipstick $4-$20, M.A.C. consumer is a young, fashion-conscious individual who is seeking a unique look Retail Consumer- younger women Typical M.A.C.
Target Consumer Professional Make-Up Artists- included models and actors, 50% of overall sales 2.
Retail Channels Products available in over 200 locations in 15 countries, with 2,500 employees Partnered Stores: Nordstroms, Bloomingdale’s and The Bay Company Owned and Operated Stores 1-800 customer service call center
Megan Guenther, Briana Irwin, Natalie Laneri, Ashley Fitterer, Kaitlyn Tymas, and Megan FanninĬompany Make-Up Art Cosmetics Ltd.-Founded 1985 in Toronto, Canada Originally for professional make-up artists Vision: To be the most preferred brand of professional make-up artists Fashion models, actors and stage performers were the first consumers of the products before the public’s interest developed Unique image: black clothing, extreme employee style, black counters, professional make-up artists Touch-and-play experience Certain people turned off- artists added to the brand’s credibility and differentiation Distribtion in Canada and U.S.