#ANNUAL SALES FOR MAC COSMETICS SKIN#

As well over the years, MAC has built a reputation for itself by unconventional and innovative marketing, breaking away from the safe and obvious. The early adopters are still what gives MAC its solid foundation in the industry. Endorsement through word of mouth was generated by giving away cosmetics to makeup artists who worked with top models and actresses in the early years of the Franks venture. Lamb/Hair/McDaneil).įrom the very beginning the marketing strategy was to created makeup for makeup artists for fashion, movies and theatre. Lamb/Hair/McDaniel) As one of the 25 individual cosmetic brands that are owned by Estee Lauder cosmetics, MAC varies in use and performance and meets the needs of specific market of women with its products. MAC is a perceived as a heterogeneous product because consumers perceive it as being essentially different – for example, furniture, housing, clothing and universities. There are two types of shopping products: homogenous and heterogeneous. They are willing to invest some effort into this process to get the desired benefits. Consumers usually buy a shopping product only after comparing several brands or stores on style, practicality, price and lifestyle compar-ability. A shopping product is usually more expensive than a convenience product and is found in fewer stores. MAC fits into the classification of consumer products known as “shopping products”. Loved by women of all ages, it is one of the few fashion brands which truly transcend age.

The brand personality is cosmopolitan, innovative, irreverent, Original, which has almost created a Cult like following. Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the Individual.

#ANNUAL SALES FOR MAC COSMETICS SKIN#

It is one of the few brands on the market which has colours to match every skin tone and colour. MAC developed products that helped artists achieve the right look for stage lighting conditions. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses. 124 experts online Paper #1 – Product Surveyįounded by Frank Toskan of Canada in 1984, Makeup Art Cosmetics company is one of the few companies which has used innovative PR and unconventional marketing to create a niche for itself without spending millions of pounds in advertising.

Annual sales for mac cosmetics