Brand Evaluation

M.A.C cosmetics is a brand that was first developed by two Canadians make-up artists Frank Angelo and photographer Frank Toskan. Their aim for M.A.C was to create make-up that had a great hold under camera. Estee lauder companies purchased 51% of the company and encouraged M.A.C to go global. M.A.C cosmetics is big across the world sold in 73 different countries and have around 1500 stores. M.A.C motto is 'All ages. All races. All sexes' their make-up is designed for everyone. I would say M.A.C is more for the younger generation as there seasonal adds are very much out there. The looks are very edgy, colourful and playful. This would usually attract the younger crowd then a lady in her late 60’s. How ever there are some products that even the mature customers would wear. M.A.C are best known for there large range of foundation colours, catering to all skin tones and shades. This is why most make-up artists have mostly M.A.C in their kits because the availability of their colour range. M.A.C is more of just a make-up brand even though they do collaborate with many fashion shows and designers. M.A.C also have do lot of collaboration with celebrities having them the new face of their new seasonal collection. One thing that M.A.C amazed me that they are very big on charity they have their own HIV/AIDS fund the Viva Glam campaigns where they raise the money. M.A.C is more of an make-up artistry brand they concentrate on more of that aspect of the brand. M.A.C are very edgy and their style is nothing like any of the make-up brands they are more then just having a perfect light make-up. All M.A.C adverts have a story and are very much editorial on its own but they use them as advertisement campaigns for their new seasonal collection. M.A.C is definitely identified by their foundation range and are mostly well known for that. The girls on the make-up counters always have very artistic make-up on not just a simple look but very bold, colourful and very much out there. They are not a brand who believe in having big promotional gift with purchase or even sampling as they are very confident in their own brand and don’t want to just sell. But to cater for the make-up artists and customers who generally use it on a daily basis. They are a brand who teach skills and looks to their customers giving advice on how to create a certain type of make-up look. M.A.C is one make-up counter that have qualified make-up artists working on the counter who are building themselves up as make-up artists, creating their own clientele, building up on their skills and building on their kit. There is news that M.A.C will be launching their own fragrance line as they want to spread in to different areas of the beauty world. I personally think M.A.C should remain as it is and stick with make-up as it is one of the true brand of make-up artistry besides the ones we already know of. M.A.C to me is a splash of colour and creative and that’s what attracts the customers as every other brand looks the same with their simple pretty make-up. Instead they are edgy and out there then most which makes them very much unique and now many brands are trying to follow M.A.C’ was of being unique.