Branding of Mac Cosmetic

Topics: Brand, Cosmetics, Brand management Pages: 2 (542 words) Published: February 26, 2013

M•A•C (Makeup Art Cosmetics)

Today, the cosmetic industry is a very innovative and competitive industry where product innovation and brand image is the key to success. One of the world’s cosmetics leading brands nowadays is M•A•C, standing for Makeup Art Cosmetics. The purpose of this essay is to present M.A.C’s branding strategies and it differentiation to the competitors.

Brand Overview

Makeup Art Cosmetics or M•A•C is one of the world’s fastest growing cosmetic brands. M.A.C’s creation was first in 1984 by two men, Frank Angelo, a successful businessman of a salon’s chain in Toronto, and Frank Tosken, a seasoned makeup artist and photographer. At first M.A.C was only used among the professional makeup artists. Then, by word of mouth, it spread to the public. After that, in 1994, M.A.C was purchased by the Estee Lauder who owns many of the world’s popular cosmetic brands, and headquartered in the United States in New York and in Canada, Toronto has the largest branch. M.A.C continues to be a testimonial brand, which is specialized for eyes, lips, face, skincare products, nails, brushes and fragrance.

Brand Management

M•A•C sells cosmetics of high quality that is intended for professional as well as everyday users, who are seeking for colorful, fashionable and creative makeup products. One of M.A.C’s brand personality traits is cosmopolitan, which has positioned itself for individuals of every color, race and ethnicity, which is reflected via its motto: All ages, all races, all sexes, all M.A.C. This brand is typically sold in high-end department stores. They also have their own stand-alone stores, as well as an online shop.

Brand Differentiation

The brand is very popular because of its delicate texture, artistry, creativity, durability and huge choice of colors from pale nudes to bright colors. The products are also very well tolerated on every skin type and its items are also suitable for women with...
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