The Marketing mix of MAC Cosmetics analyses the 4Ps of MAC Cosmetics, which includes the Product, Price, Place, and Promotion of MAC Cosmetics. The MAC Cosmetics marketing mix has been the driving force behind the brand recognition and high demand for the company’s products among makeup artists in the makeup industry. With product innovation and quality service at the forefront, the brand has become one of the best skincare companies in the world.
The Makeup Art Cosmetics or the MAC Cosmetics marketing strategy focuses on the different elements of the marketing mix, like product strategy, place strategy, price strategy, and promotion. Mac cosmetics marketing mix. More and more brands of beauty products are entering the industry. Still, the big brands have created a direct relationship with professionals and consumers, leading to immense brand visibility in the market.
The MAC Cosmetics’ marketing strategy has helped the fashion line compete successfully against other makeup brands, gain a competitive advantage over many brands, and achieve the desired business goals in these competitive times.
Table of Contents
Introduction of Makeup Art Cosmetics or MAC Cosmetics
#MAC Cosmetics
- Origin Country: Canada
- Founder: Frank Toskan and Frank Angelo
- Founded: March 1984
- Headquarters: New York City, United States of America
- Parent: The Estee Lauder Companies Inc.
- Employees in 2023: 12,000
- Net Worth in 2023: 1+ billion USD
- Annual Revenue in 2023: 1+ billion USD
- Net Assets in 2023: 57.212 billion GBP
- E-commerce Site: www.maccosmetics.com
The Canadian company MAC Cosmetics, or Make Up Art Cosmetics, is one of the most popular cosmetic brands in the world. Founded by Frank Toskan, a photographer, and Frank Angelo, a makeup artist, the company has seen tremendous success in the cosmetics industry in such a short time.
MAC has made a name for itself because of its focus on product innovation, leading to a worldwide boom in the company’s sales. The journey started in the founder’s kitchen, where both friends made makeup with their hands. This is the inspiration behind the brand’s signature packaging called “black pots.”
The first store, MAC PRO, was opened in Toronto, and within a short time, it had hundreds of stores in seventy countries. Currently, MAC Cosmetics has 500+ stores in 120 countries, a big feat for the brand that started from a small kitchen.
Target Audience: MAC Cosmetics Marketing Strategy
MAC Cosmetics is one of the best skincare companies in the world that sells makeup and beauty products at a high product price. Initially, the target market and audience were makeup experts looking for better products. Within a short time, because of public publicity and massive popularity, there was a high demand for the company’s products among makeup artists.
Later, models and makeup artists started recommending the products to friends, family members, and colleagues, and the target audience of the company’s products became the masses of every race, gender, and age, along with the makeup artists and models.
MAC Cosmetics Marketing Strategy & Marketing Mix (4Ps)
The MAC Cosmetics digital marketing strategy analyses the brand with marketing mix components to create a direct relationship with all its customers, be it models, their family members, makeup artists, or the many consumers looking for professional tools and products.
The various marketing strategies of the brand, like the product, place, promotion, and price strategies, have created a framework that has led to brand visibility, customer loyalty, product awareness, and global expansion.
MAC Cosmetics Product Strategy
MAC Cosmetics is a renowned cosmetics company with high brand awareness in the professional cosmetics industry. Although the company initially manufactured products for makeup experts and models, colossal popularity encouraged the brand to sell all its products directly to consumers worldwide.
MAC Cosmetics is an inclusive brand that has created a comprehensive product strategy under which all the products are meant for everyone, irrespective of age or gender. MAC is one of the few companies in makeup art cosmetics that manufacture products in a vast range of shades for different skin tones and individual preferences.
MAC Cosmetics is a well-known brand as “The Ultimate Color Authority because the MAC Cosmetics marketing strategy ensures that the brand uses different pigment mixes to satisfy individual consumer needs.
The skincare and cosmetics company pays special attention to product packaging and has used black pots to differentiate their high-quality products from other brands in terms of packaging in the market.
Product in the Marketing mix of Mac Cosmetics
The MAC Cosmetics marketing strategy focuses on product categories, innovation, quality, and shades. The product strategy ensures a MAC product for every customer, irrespective of age or gender. As the makeup brand offers numerous shades in its product line, more and more customers prefer MAC products.
MAC products and services include
Lips
The MAC Cosmetics’ marketing strategy for lips includes lip brushes, liquid lip colors, lip pencils, lipsticks, lip glosses, lip liners, lip primers, etc.
- LOVE ME LIQUID LIP COLOUR
- BROWNISH BURGUNDY LIP PENCIL
- GLOWPLAY LIP BALM
Face
The MAC Cosmetics’ marketing strategy for the face includes face brushes, face primer, foundation, powder, concealer, highlighters, pigments, etc.
- STUDIO FIX MATTEFINE 12HR SHINE-CONTROL FACE PRIMER
- STUDIO RADIANCE FACE AND BODY RADIANT SHEER FOUNDATION
- PRO-LONG-WEAR CONCEALER
- STUDIO FIX SOFT MATTE FOUNDATION STICK
Brush Kits and Tools
The MAC Cosmetics’ marketing strategy in the brushes and tools segment includes applicators, sponges, bags, accessories, brush kits, lip brushes, and eye and face brushes.
- BRUSH CLEANSER
- 316 SYNTHETIC LIP BRUSH
- 168 SYNTHETIC LARGE ANGLED CONTOUR BRUSH
Eyes
The MAC Cosmetics’ marketing strategy for eyes includes an eye primer, eye brushes, eye mascara, eye shadow, eyeliner, eyelashes, eyebrows, etc.
- POWDER KISS SOFT MATTE EYE SHADOW
- MIXING MEDIUM LASH–EYE PRIMER
- MAGIC EXTENSION EYE MASCARA / MINI M.A.C
SKIN
The MAC Cosmetics marketing strategy in the skincare segment includes makeup removers, cleansers, serums, treatments, exfoliators, and masks.
- HYPERREAL SERMONIZER SKIN-BALANCING HYDRATION SERUM
- GENTLY OFF WIPES + MICELLAR WATER
- PREP + PRIME NATURAL RADIANCE
New Collection
The new collection and famous product lines from MAC Cosmetics include the Viva Glam Product Line, Wild Cherry Collection, and MAC Selena Collection.
The Most Popular Products include
- PRO-LONG-WEAR CONCEALER
- PREP + PRIME FIX + FINISHING SPRAY
- RETRO MATTE LIPSTICK
The most popular lipstick shade from the lipstick line is the
- RUBY WOO
Mac’s Cosmetics marketing strategy ensures that the brand offers high-end services to keep the customers happy. This includes
CHAT WITH AN EXPERT
Customers can connect with MAC artists through live chat, email, or message for any queries
INSTORE MAKEUP SERVICES
Customers have to make an appointment for a 15-minute service with a MAC artist
VIRTUAL TRY-ON
MAC Cosmetics offers virtual-try-on facilities where customers can swipe 200+ shades from the comfort of their homes or any other place they desire.
MAC Cosmetics offers a diverse range of beauty products that cater to a wide array of customers.
The product mix of MAC in 2023 is as follows (Source)
- Lipsticks: Available in various finishes like matte, satin, and gloss, and a broad spectrum of colors.
- Foundations: Offering a range of formulations for different skin types, including liquid, powder, and stick foundations.
- Eyeshadows: A broad palette of shades in matte and shimmer finishes, suitable for creating various eye makeup looks.
- Mascara: Different types for volumizing, lengthening, and curling lashes.
- Eyeliners: Including pencil, liquid, and gel eyeliners in various colors.
- Blush: Available in powder and cream formulations, offering a range of shades for different skin tones.
- Highlighters: Providing a luminous glow, available in powder, liquid, and cream forms.
- Brushes and Tools: A comprehensive selection of professional-quality makeup brushes and tools for the face, eyes, and lips.
- Skincare Products: Including moisturizers, cleansers, and primers designed to prep the skin for makeup application.
- Nail Polish: They offer a variety of colors and finishes, although they are not as central to their product line as other items.
This list represents a general overview of the types of products MAC Cosmetics offers, and they frequently introduce limited edition products, collections, and collaborations that add to their product range.
MAC Cosmetics Place Strategy
From its first store in Toronto to outlets in seventy countries by 2000, the company has come a long way. MAC Cosmetics has spread its product presence to 120 countries with more than 500+ independent stores. The company has stores in developed and developing countries. Its products are run by professional artists who use the brand’s premium products to apply makeup on celebrities, models, and movie actors.
Manufacturing for Mac products started in Toronto, Ontario, Canada, but the company opened other manufacturing facilities in Italy and other countries.
The brand’s success can be attributed to global expansion, setting up sales points, and familiarizing itself with every continent’s marketing and production system.
Place and distribution strategies: Marketing Mix of Mac Cosmetics
Mac Cosmetics’ marketing strategy ensures that the place and distribution of MAC’s marketing strategies are up to the mark so that the products reach the end customers easily. MAC products cannot be purchased through unauthorized retailers or other independent stores. MAC has a stringent policy against product sales sale by unauthorized retailers in any part of the world.
The various sales channels used by the company include
Department Store
MAC products like skin care, lips, face, etc., are sold only through MAC outlets, located in big department stores and authorized dealers like Debenhams and House of Frasers.
Online Stores
MAC Cosmetics products and services like consultation and virtual try-ons are available through its online stores. Since 2017 and 2018, the products have been available online at Ulta Beauty Inc and Sephora Canada. After the pandemic, figures for online sales have become very high; Mac cosmetics started and have helped the brand generate solid earnings.
MAC Cosmetics’ place strategy is as follows:
- MAC operates standalone stores and counters in high-end department stores globally, providing wide accessibility to customers in various shopping environments.
- The brand has a solid online presence, with a comprehensive e-commerce platform offering its full range of products and exclusive online-only items.
- They utilize selective distribution, ensuring their products are available in locations that align with their brand image, such as premium retail spaces and professional makeup stores.
- MAC also capitalizes on pop-up shops and temporary installations in critical locations to generate buzz and offer unique shopping experiences.
- In addition to physical and online stores, MAC products are often used and sold in professional settings like beauty salons and makeup studios, emphasizing their professional-grade quality.
MAC Cosmetics Pricing Strategy
More and more brands are entering the beauty market and giving competition. Still, MAC Cosmetics has created a niche because of its pricing strategy, which includes a product line price and a premium pricing strategy.
The pricing strategy followed in the Mac’s Cosmetics marketing strategy includes
Premium Pricing Strategy
Mac’s Cosmetics’ marketing strategy has adopted a premium pricing strategy for all its products. MAC Cosmetics products have a timeless quality for which people are willing to shed even high product prices. These are used by everyone looking for something extra compared to the products of other brands, even if the price is high. This is why the brand’s premium pricing strategy has successfully generated higher revenues.
Product Line Pricing
Mac’s Cosmetics’ marketing strategy has adopted a product line pricing strategy with relative and complimented prices. This type of product line pricing strategy has proved advantageous for MAC and resulted in better revenues.
MAC Cosmetics employs a pricing strategy that positions them as a premium yet accessible brand in the beauty industry. This strategy is characterized by:
- Value-Based Pricing: MAC sets prices based on the perceived value of their products to the consumer. Their high-quality ingredients, pigmentation, and packaging appeal to customers looking for professional-grade makeup, justifying a higher price point than mass-market brands.
- Competitive Pricing: While being a premium brand, MAC ensures its prices remain competitive within the high-end beauty market. They balance being aspirational and accessible, allowing them to appeal to a broad customer base.
- Psychological Pricing: MAC often uses pricing strategies like just-below pricing (e.g., pricing items at $29 instead of $30) to make products appear more affordable, which can encourage purchases.
- Product Line Pricing: The brand employs a strategy where different products within a line are priced differently based on factors like size, formulation, and packaging. This approach allows customers to choose products that fit their budget while still experiencing the brand.
- Promotional Pricing: MAC occasionally offers limited-time promotions, discounts, and bundled deals, especially during holidays or for loyalty program members. These tactics can attract and retain new customers, enhancing brand loyalty.
Overall, MAC’s pricing strategy successfully positions them as a brand that offers high-quality, professional makeup products at prices perceived as providing good value, catering to beauty enthusiasts and makeup professionals alike.
MAC Cosmetics Promotion Strategy
The MAC Cosmetics marketing strategy has adopted several promotional mixes to drive sales of its premium products. MAC realizes the importance of advertising in these competitive times and has used the following tools for promotional activities-
Word-of-Mouth Publicity
The most important promotional tool in MAC’s Cosmetics marketing strategy is mouth publicity. The brand is a favorite of professionals and consumers alike who speak well about them to others. This was how the brand gained recognition earlier when it could not spend on promotional activities. Even today, people talk about MAC products and consider them very good irrespective of high product price
Celebrity Endorsement
The brand has favored celebrities, actors, makeup professionals, and high-end clients like Princess Diana, Madonna, Cher, Nicki Minaj, and Naomi Campbell.
Sustainable Efforts and Cruelty-free Products
The MAC Cosmetics marketing mix advocates for cruelty-free products as part of its sustainable initiatives.
Social Media
MAC promotes its products through social media platforms like Twitter, Facebook, and Instagram. It is quite active on the website and provides important customer information.
The MAC AIDS FUND
MAC’s Cosmetics marketing strategy recognizes the importance of addressing healthcare and social issues worldwide. The company launched the MAC AIDS FUND in 1994 to spread awareness about the humanitarian causes that were close to them.
The fund is an initiative that supports children, men, and women impacted by AIDS or HIV on a global level. MAC Cosmetics donates 100% of the company’s sales money earned from MAC’s Viva Glam Lipstick and Lip-gloss to the fund to show its commitment to the fight against these diseases.
Collaborations
MAC has collaborated for the Viva Glam Lipstick and Lip-gloss Line with celebrities like Nicki Minaj, Lady Gaga, Rihanna, and Miley Cyrus to generate more and more sales so that it could contribute heavily to the MAC AIDS FUND.
Successful Campaigns – Notable Digital Marketing Campaigns
Viva Glam Campaign
The Viva Glam was one of the most successful campaigns of MAC Cosmetics, which was launched to raise funds and awareness for HIV/AIDS patients
#WhatsYourThing
#WhatsYourThing is a fully integrated ad campaign highlighting everyone’s individuality and self-expression.
key Takeaways from the MAC Cosmetics Marketing Mix & MAC’s Cosmetics Marketing Strategy
The key takeaways from the MAC Cosmetics marketing mix are-
- Analyze the brand and align its business and marketing strategies
- Maintain the distribution network
- Consumer cost advantages and multi-segment pricing in the consumer market
- Please continue with the premium pricing strategies as it helps to maintain a high brand status in the market
- Focus on consumer loyalty
- Emphasis on different promotional tools
MAC Cosmetics’ promotion strategy is as follows:
- They heavily rely on influencer partnerships and celebrity endorsements to tap into diverse customer bases and leverage the power of social media.
- MAC often collaborates with high-profile figures and brands for limited-edition collections, creating buzz and exclusivity.
- The brand also engages in cause-related marketing, notably through its VIVA GLAM campaign, where 100% of the selling price of VIVA GLAM products goes to support the health and rights of people of All Ages, All Races, and All Genders.
Some Recent Video ads and Print ads of MAC Cosmetics are:
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