Team #4Chelsea Byrd, Danielle Veeder, Lauren
McKelvey, Hope Hamilton, Emily Diemer
“everything a makeup addict can’t live without”
MAC COSMETICS
Founded by
– Frank Toskan– Frank Angelo
Photographers & professionalneed for artist quality makeup inthe industry
Leading cosmetic companysold in over 50 countries
PHILANTHROPY
MAC AIDS Fund• 100% of revenue of Viva Glam
lipstick goes to the foundation
• Raised over $128 million in 2008
Additional programs: • Animal cruelty-free products• Child abuse• Environment friendly MAC is the leading cosmeticcompany when it comes to socialand environmental awareness
THROUGHOUT HISTORY.
PROMOTION
1993 Viva Glam
Over the top
Not relatable
Relatable Celebrities in ads
Focus on the everyday women
Youthful approach
Advertising Prom Makeovers with a $50 Purchase
Advertising in Prom Magazines and Teen Television shows
“Teens in the US spend around $160 billion a year (Shah, 2010).”
TARGETING THE YOUTH
MAC makeup transformed from day to night
Advertising to a more Conservative Consumer
Maintaining MAC “Viva Glam” promotion, while adding new target markets
TARGETING THE CONSERVATIVE
Return six old MAC container and receive a free lipstick
Advertise in Magazines and Shopping Centers
Attract Environmentally Friendly Consumer
Use recyclable materials for boxes and makeup containers
BACK 2 MAC RECYCLING PROGRAM
DIRECT MAC MAILPostcards and Coupons
Increase communication to consumer
Expand MAC brand image
Promote consumer repurchases
“Free MAC makeup bag with purchase of $100 or more”
MAC TECHNOLOGYInteractive consumer website
Interactive screen in store
MAC Mobile app vs. Glamzy app
REFERENCES Shah, A. (2010, November 21). Children as Consumers. Retrieved from
http://www.globalissues.org/article/237/children-as-consumers. Back to MAC Program. (n.d.). Retrieved from
http://www.maccosmetics.com/giving_back/back_to_mac.tmpl
Jones, C. (2010). Company profile: make-up art cosmetics. Christina Loves,
Retrieved from http://www.christinaloves.com/2008/11/14/company-profile-make-up-art-cosmetics-mac/
http://www.pamperyourselfdenver.com/beauty-blog/the-history-of-mac-cosmetics/