Leila Americano

Yucheng Fan
Carolina Gonzalez
Manci Li
History
MAC cosmetics was founded with a creative vision to fill the gap between
makeup artistry and fashion photography. Two men, fashion photographer
Frank Toskan and salon chain owner Frank Angelo launched their fashion
forward line in Toronto in 1985 to meet the high demands of entertainment and
beauty professionals. The company began as a niche brand to meet the specific
needs of makeup artistry and fashion photography.

M.A.C: Makeup Art Cosmetics
Headquarters: NYC
Parent Company: Estee Lauder Companies
(purchased 51% of company in 1995 and the remaining 49% in 1998)
Target Market
Primary target audience: All ages, all races, all sexes
Secondary target audience: Females ages 18-30
Competitors
Sephora

Product Price Range
$7.00-$36.00
Nars
Product Price Range
$24.00-$44.00
LOreal
Product Price Range
$6.00-$14.00
Competitive
Advantage
There are over 12,000 makeup artists around the world who
work for M.A.C. They all hold their cosmetic license and receive
training every 3 months.
Great customer service from all M.A.C artists is evident
Workshops and makeovers done by M.A.C artists seasonally
The brand has been loyal to its original mission and continues to
provide unique products to all sexes, races, and ages by relying
on word of mouth and few advertisements with the exception of
its Viva Glam line.
Makeup
Skincare
Tools
Pro Products
Gift Cards
Products
The product is the
focus
Simple black
packaging
Products are either
made of plastic or
glass
Eyes
Lips
Face
Nails
Makeup
Product lines are seasonal and
debut around every 3 months.
New colors are
introduced to
existing lines every
30 days. While
others are
announced as
limited edition.
Removers
Moisturizers
Solutions
Primers
Fragrance
Travel

Skincare
Brushes
Accessories
Bags

Tools
Eyes
Lips
Face
Multi-Use
Tools

Pro Products
MacPro discounts and collections
are reserved for professional
makeup artists. Two forms of
professional identification and
membership are required.
Price
Large cosmetics line with
products for face, eyes,
lips, and skin care
cost ranging from
$15.00-$30.00 for
individual products
Mid-end price
High quality
Place
M A C Pro Stores locations
United States:
-California( San Francisco,
Los Angeles, Costa Mesa)
-Nevada (Las Vegas)
-Texas (Dallas)
-Tennessee (Nashville)
-Florida (Miami Beach)
-Illinois (Chicago)
-New York (New York City)


Place
Canada
-Toronto
-Montreal
-Vancouver
International
-Argentina -Israel
-Australia -Italy
-Belgium - Japan
-France -Mexico
-Germany -The Netherlands
-Greece -Turkey
-UK



Canada
-Toronto
-Montreal
-Vancouver

International
-Argentina -Israel
-Australia -Italy
-Belgium - Japan
-France -Mexico
-Germany -The Netherlands
-Greece -Turkey
-UK
Place





Counters, Departments:
- Macys
-Dillards
-Nordstrom
-Belks
-Saks Fifth Avenue
-Bloomingdales
Freestanding (standalone stores)
-in Malls
-own entity
-only sell MAC
Online (www.maccosmetics.com)
Place
Countries:
You can buy M.A.C products in more than 70 countries
Argentina Germany Malaysia Russia United Kingdom
Australia Greece Mexico Singapore United States
Belgium Hong Kong Middle-East South Africa Venezuela
Brazil Hungary New Zealand Spain Vietnam etc.
Canada India Netherland Sweden
Chile Israel Norway Switzerland
China Italy Peru Taiwan
Denmark Japan Philippines Thailand
France Korea Poland Turkey
Countries:

You can buy M.A.C products in more than
70 countries
Argentina Germany Malaysia
Russia United Kingdom
Australia Greece Mexico
Celebrity
Endorsements
(http://www.macaidsfund.org/)


18 personalized birthday cakes to be hand-delivered to a
PLWHA on his/her birthday
8 individually tailored, nutritious home-cooked meals
1 personal nutrition counseling session with a registered
dietician
2 emergency boxes filled with non-perishable food
15 copies of tips to eating well with HIV/AIDS booklets
1 weeks worth of groceries (about 4 bags of food) for 2
clients
14 blood glucose monitoring strip
37 deliveries of dietetically sound meals
1 private therapeutic recreation session for 1 client
1 rapid oral HIV test
1 monthly medication planner to help a person manage their
treatment regimen
1 hospitality kit with hygiene and grooming essential for a client in a housing
program
1 pair of school shoes for a child orphaned by aids
1 school stationary starter pack for a child orphaned by aids
1 vegetable seed starter pack for a community garden
1 party pack for a child to celebrate Christmas, Easter or a birthday
1 month of public transport for a woman to travel to and from doctors visits
2 hours of childcare for a womans children during her doctors appointment
1 counseling session for an HIV woman
2 safer-sex condom kits (condoms, lube, dental dams, and information)
1 HIV-prevention workshop conducted by a peer health educator
23 female condoms or 233 male condoms

100% of viva glam lipstick and lipglass sales are used
to help men, women, and children affected by AIDS/HIV.
Over 160 million has been raised for MAF.
Back 2 M.A.C
Because we share your commitment to the environment, MAC accepts returns of its primary
packaging through the Back to MAC Program. By returning six [6] MAC primary packaging
containers to a MAC counter or MAC Cosmetics online, youll receive a free MAC lipstick of
your choice as our thanks to you.
Principle that prohibits animal testing and the policy is
extended to ingredient suppliers as well. Some of MACs
products are vegan as well.
MAC Cruelty-Free
Beauty
SWOT Analysis
Strengths-consistent new seasonal lines, great customer
service, positive reputation, high quality, simplicity,
innovation, unique, awareness campaigns, low/reasonable
prices
Weaknesses-Commercial attempts, no sales or promotions
https://www.youtube.com/watch?v=xsPoDL6XBRo
s://www.youtube.com/watch?v=VC4-_MieqKU
https://www.youtube.com/watch?v=XZoWiR7fzUo
Opportunities-Online marketing
Threats: E.l.f dupe line
>successful online competitors
Alternative Marketing Strategies
Magazine advertisement not limited to the Viva
Glam line
Frequent workshops by M.A.C artists
Online marketing
Promotions with new lines