Social Media Outlook
By expanding its current social media channels and creating new opportunities, M.A.C. Cosmetics can further increase brand awareness and engagement among its already devoted followers.
M.A.C. Cosmetics, known as one of the digitally-forward brands of Estee Lauder Companies, is a company built on successful word-of-mouth from dedicated consumers and well-trained in-store sales representatives. Sold in more than 70 countries worldwide, M.A.C. boasts the reputation of “world’s largest makeup company.” (A Case Study on M.A.C. Cosmetics: The World's Leading Makeup Company, 2012) Launched as an independent company, founded among the fashion photography industry for professional makeup artists, models and celebrities, the company boasts the tagline “All races, all sexes, all ages.” M.A.C. calls advertising in television and digital its highest priorities. (Indvik, 2011) Print is still a big priority, but the advent of growth of social media is changing the mix of advertising and how the company presents its advertising blend. Over the years, M.A.C. has built a reputation for itself by unconventional and innovative marketing, breaking away from the safe and obvious. Since its philosophy is to create makeup for all ages, sexes and races, it has never shied away from affiliations with controversial artists and personalities. (The M.A.C. Cosmetics Story, 2007) M.A.C. has been widely heralded for its frequent, multi-platform social media campaigns and boasts more than 4.4 million Facebook fans, more than any other cosmetics brand in the world. (Indvik, 2011) Despite that, there are glaring deficiencies in M.A.C.’s social media plan, such as the noticeable absence of an authorized branded Twitter handle. Upon visiting the M.A.C. company website, a Twitter badge at the bottom of the home screen takes consumers to “M.A.C. Artist Tweets.” While an important communication channel, as the very industry upon which M.A.C....
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