MAKEUP ART COSMETICS
M.A.C. is an extremely young cosmetic company. It began in 1984 by two Canadian men, Frank Toskan and Frank Angelo. Angelo was the owner of a hair salon, and Toskan was a makeup artist and fashion photographer. They were both involved in fashion photography and saw the need for a cosmetic line of makeup that was aimed at this industry. They created their company with the philosophy "All ages, all races and all sexes." Their desire was to create a cosmetic line that included products that had a more flexible and long-lasting aspect. They wanted to see a cosmetic line that had a more expansive palette of colors and a makeup that could better withstand hour after hour of photo-shoots. They originally created their cosmetics with the professional fashion industry market in mind. M.A.C. is an acronym that stands for "Makeup Art Cosmetics." They saw the need of a cosmetic company that could not only keep up but also set the ever changing trends of the fashion industry. M.A.C. was a private owned company until 1996. Estee Lauder offered to buy their company and bring them the reputation of a long standing and reliable brand. A year later Frank Angelo passed away from heart complications after a surgery. Before his death, Angelo made large strides in creating and bringing awareness to his own charitable organization. In 1994 he focused his efforts on the AIDS ( Acquired Immunodeficiency Syndrome) issues and called his program the M.A.C. AIDS Fund. Under him, Ru Paul and K.D. Lang were employed as spokespeople to bring attention to AIDS needs. Ru Paul is a drag queen and female impersonator and K.D. Lang is a lesbian singer and performer. Ru Paul and K.D. Lang were used in advertisements for the Viva La Glam cosmetic line. The retail sales of five lipsticks and one lip gloss from this cosmetic line go directly to the M.A.C. AIDS Fund. These profits are used to give immediate care and living essentials to AIDS patients. A week of meals or a single vaccination can be provided to AIDS patients in need, through the purchase of one Viva La Glam gloss or lipstick.
M.A.C. is also environmentally conscious. They do not test products on animals and instead use vitro tissue models. They have a recycling promotion; bring back six empty plastic or glass makeup containers and you can receive a free lipstick. These products are recycled to create building and construction materials, snow scrapers, toys etc. M.A.C.'s marketing target core is mainly women within the age bracket of 18-25. They also have a marginal consumer group of female teenagers and middle-aged women. They are well known for their customer service and highly trained representatives with a vast knowledge of all the cosmetics in the product line. M.A.C. does not do a large amount of marketing. The media they use to market their products are mainly magazine advertisements and mail outs. Their fundraisers for AIDS draw a larger portion of their consumers. Their television commercials are few and focused on the products. The models they do use in their magazine advertisements are found to be ethnically diverse. M.A.C. is sold in over 70 international countries and is the leading brand of Makeup Artist's makeup. At the end of their fiscal year in 2010, they estimated their sales revenue to be $1.65 billion.
The most recent marketing campaigns by M.A.C. are: Quite Cute, Packed to Go, Primed for Perfection, Viva Glam, Sheen Supreme Lipstick, Cremeblend Blush, Wonder Woman Colour. As you can see from these 2011 ads M.A.C cosmetics uses pure fantasy as their biggest marketing ploy. It is obvious that these ads are severely retouched and Photoshop-ed. No average woman could look like these models naturally nor would they use these products in this way for everyday use, they would look ridiculous. This marketing ploy is used to sell women a romantic daydream, an unrealistic ideal. I cannot argue against the creativity of these ads. These are definitely beautiful and full of imagination. The talent and skill of the photographers and digital manipulators are the finest in their field. I have a lot of respect for those individuals responsible of these fancy little visions.
Quite Cute, 2011
Packed to Go, 2011
Primed for Perfection, 2011
Lady Gaga
MAC Viva Glam - 2010
Elle, April 2010
Teen Vogue, Mar 2011
Cyndi Lauper
M.A.C. Viva GlamElle, April 2010
Fergie
MAC Cosmetics 2009Viva Glam VI - 2009
Sheen Supreme Lipstick, 2011
Cremeblend Blush, 2011
Wonder Woman Colour, 2011
Here are other examples of the creativity of M.A.C.'s advertising.
M.A.C. has also tried its hand at marketing to the average male population through a 2006 campaign called Boy Beauty. This campaign was also known as Pretty Boy in Japan. The Beauty Boy cosmetic line was not very large. They only offered six products; an Eye Shadow Quad, Lip Conditioner, Brow Set, Blot/Pressed Powder, Bronzing Powder and Pigment. Their goal was to provide males with a makeup line made just for them. It was not intended to be used as a line of products to cover over their complexions but to enhance what was already there. They did try to make this cosmetic line appealing to average homosexual men but the demographic it ended up appealing to was male models in the fashion industry. Still this demographic was not enough to sustain the cosmetic line and was soon pulled off the shelves. This link I have provided below leads to a larger image of the Boy Beauty advertisement I found.
"Hallo possums!"
This is another fascinating character that M.A.C. employed as a spokesperson in 2008. Dame Edna Everage is actually a man by the name of Barry Humphries. An international comedian and drag queen star, she is originally from Australia and recently had a Broadway show in 2010 called "Dame Edna: The Royal Tour." Dame Edna's cosmetic line contains five products: highlight powder, nail polish, lip gloss, lipstick and trio eyeshadow palette compacts in "Royal Tour" and Wisteria."
M.A.C. is also environmentally conscious. They do not test products on animals and instead use vitro tissue models. They have a recycling promotion; bring back six empty plastic or glass makeup containers and you can receive a free lipstick. These products are recycled to create building and construction materials, snow scrapers, toys etc.
The most recent marketing campaigns by M.A.C. are: Quite Cute, Packed to Go, Primed for Perfection, Viva Glam, Sheen Supreme Lipstick, Cremeblend Blush, Wonder Woman Colour. As you can see from these 2011 ads M.A.C cosmetics uses pure fantasy as their biggest marketing ploy. It is obvious that these ads are severely retouched and Photoshop-ed. No average woman could look like these models naturally nor would they use these products in this way for everyday use, they would look ridiculous. This marketing ploy is used to sell women a romantic daydream, an unrealistic ideal. I cannot argue against the creativity of these ads. These are definitely beautiful and full of imagination. The talent and skill of the photographers and digital manipulators are the finest in their field. I have a lot of respect for those individuals responsible of these fancy little visions.
Quite Cute, 2011
Packed to Go, 2011
Primed for Perfection, 2011
Lady Gaga
MAC Viva Glam - 2010
Elle, April 2010
Teen Vogue, Mar 2011
Cyndi Lauper
M.A.C. Viva Glam
Elle, April 2010
Fergie
MAC Cosmetics 2009
Viva Glam VI - 2009
Sheen Supreme Lipstick, 2011
Cremeblend Blush, 2011
Wonder Woman Colour, 2011
Here are other examples of the creativity of M.A.C.'s advertising.
M.A.C. has also tried its hand at marketing to the average male population through a 2006 campaign called Boy Beauty. This campaign was also known as Pretty Boy in Japan. The Beauty Boy cosmetic line was not very large. They only offered six products; an Eye Shadow Quad, Lip Conditioner, Brow Set, Blot/Pressed Powder, Bronzing Powder and Pigment. Their goal was to provide males with a makeup line made just for them. It was not intended to be used as a line of products to cover over their complexions but to enhance what was already there. They did try to make this cosmetic line appealing to average homosexual men but the demographic it ended up appealing to was male models in the fashion industry. Still this demographic was not enough to sustain the cosmetic line and was soon pulled off the shelves. This link I have provided below leads to a larger image of the Boy Beauty advertisement I found.
"Hallo possums!"
This is another fascinating character that M.A.C. employed as a spokesperson in 2008. Dame Edna Everage is actually a man by the name of Barry Humphries. An international comedian and drag queen star, she is originally from Australia and recently had a Broadway show in 2010 called "Dame Edna: The Royal Tour." Dame Edna's cosmetic line contains five products: highlight powder, nail polish, lip gloss, lipstick and trio eyeshadow palette compacts in "Royal Tour" and Wisteria."
Disney
M.A.C. Venomous Villians Collection, 2010
Allure, Aug 2010
M.A.C. Commercials:
M.A.C. Cosmetics Want You to Look Like Death
CITATION
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MLA formatting by BibMe.org.
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