Mac Cosmetics Analysis

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Makeup Art Cosmetics Inc., more commonly known as MAC Cosmetics, is a popular high-end personal care brand that markets to women. In fact, it is so popular and prestigious in the celebrity world that it has been mentioned in pop songs, such as "Unpretty" by TLC. The MAC brand is exclusively sold in department stores and on the Web. You will not find it at discount outlets or drug stores.

Beginnings:

Two Canadians, a hair salon chain owner and a makeup artist, named Frank Angelo and Frank Toskan, respectively, started MAC in Toronto in 1984. The first U.S MAC store opened in 1991, located at Greenwich Village, New York. They wanted to create cosmetic products that could better withstand the rigorous wear required to withstand photo shoots, such as the heat from bright lighting. Toskan was the idea man in the company. Before he partnered with Angelo, he spent hours experimenting with formulas with the help of chemist Victor Casale, who was also his brother-in-law. He formed a business relationship with Angelo since he was a skilled entrepreneur. M.A.C. has propelled to incredible heights since its founding in 1985. Even with a marketing strategy based solely on word-of-mouth, M.A.C. has managed to rise as a global giant in the $160 Billion beauty industry. From sponsoring international fashion weeks to hosting slick celebrity powered parties. M.A.C. has become synonymous with glamour and stardom. Every aspect of what makes MAC Cosmetics; "MAC" being its products, its location, its brand image, or its phenomenal price point is unique and goes against most typical marketing methods. As we all know product, price, promotion and place are the four fundamental variables that either make or break a company. There are currently 108 locations between Canada, the U.S., and Europe, with extreme success in London, England. MAC is present in 53 stores across UK, out of which 8 are MAC's flagship stores.One of the remarkable aspects of the success of M.A.C. Cosmetics is the way the company has grown without the conversational help of big advertising campaigns. Being true to the customer and serving their needs brings success. This company is a leader and never follows what other companies do. Success can be found in many different ways, keeping in mind innovation and constant creation of new ideas. M.A.C. is known to be an honest, caring and different company that strives to make the consumer happy and satisfied, while always remaining concerned with its social responsibility.

Mission Statement:

“All Races, All Sexes, All Ages” conceived to embrace all consumers. To be the worlds leading make-up authority among both professional make-up artists and consumers.To meet customers need for superior quality services and to provide secure & challenging work environment for all employees. To meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good, and get more out of life. As an organization it commits itself to high standards and creative development with an enterprise concept that all pains have gains. M.A.CAIDSFUND.ORG was launched in 1994, supporting men, women, and children affected by AIDS/HIV globally. M.A.C. introduced the "Kid's helping Kids" which, with the sale of greeting cards, painted by the kids, will be donated to pediatric organizations.

M.A.C cosmetics has a great position on corporate and social responsibility. The public image of this business is supported, due to many different surroundings. M.A.C. is "cruelty-free" and does not test its products on animals. They use simple black and white (recyclable) packaging and they encourage Recycling with the "Back-to-Mac" programme. Customers are given a free lipstick of their choice with the return of six empty containers. The company offers good prices compared to other 'big name' companies without any false promises such as miracle (age reducing) creams. M.A.C. is upfront in promoting its support of the fight...
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