Team #4Chelsea Byrd, Danielle Veeder, Lauren

McKelvey, Hope Hamilton, Emily Diemer

“everything a makeup addict can’t live without”

MAC COSMETICS

Founded by

– Frank Toskan– Frank Angelo

Photographers & professionalneed for artist quality makeup inthe industry

Leading cosmetic companysold in over 50 countries

PHILANTHROPY

MAC AIDS Fund• 100% of revenue of Viva Glam

lipstick goes to the foundation

• Raised over $128 million in 2008

Additional programs: • Animal cruelty-free products• Child abuse• Environment friendly MAC is the leading cosmeticcompany when it comes to socialand environmental awareness

THROUGHOUT HISTORY.

PROMOTION

1993 Viva Glam

Over the top

Not relatable

Relatable Celebrities in ads

Focus on the everyday women

Youthful approach

Advertising Prom Makeovers with a $50 Purchase

Advertising in Prom Magazines and Teen Television shows

“Teens in the US spend around $160 billion a year (Shah, 2010).”

TARGETING THE YOUTH

MAC makeup transformed from day to night

Advertising to a more Conservative Consumer

Maintaining MAC “Viva Glam” promotion, while adding new target markets

TARGETING THE CONSERVATIVE

Return six old MAC container and receive a free lipstick

Advertise in Magazines and Shopping Centers

Attract Environmentally Friendly Consumer

Use recyclable materials for boxes and makeup containers

BACK 2 MAC RECYCLING PROGRAM

DIRECT MAC MAILPostcards and Coupons

Increase communication to consumer

Expand MAC brand image

Promote consumer repurchases

“Free MAC makeup bag with purchase of $100 or more”

MAC TECHNOLOGYInteractive consumer website

Interactive screen in store

MAC Mobile app vs. Glamzy app

REFERENCES Shah, A. (2010, November 21). Children as Consumers. Retrieved from

http://www.globalissues.org/article/237/children-as-consumers. Back to MAC Program. (n.d.). Retrieved from

http://www.maccosmetics.com/giving_back/back_to_mac.tmpl

Jones, C. (2010). Company profile: make-up art cosmetics. Christina Loves,

Retrieved from http://www.christinaloves.com/2008/11/14/company-profile-make-up-art-cosmetics-mac/

http://www.pamperyourselfdenver.com/beauty-blog/the-history-of-mac-cosmetics/