Advertising , Public Relations ,and Sales Promotion

Week 8 - M.A.C's Advertising , Public Relations ,and Sales Promotion 

"All ages, all races, all sexes, all MAC. " This is the motto for one of the fastest growing cosmetics brands in the world, MAC Cosmetics. For MAC artists and MAC customers this motto is not just words it is truly what drives the culture of this amazing Company. Every aspect of what makes MAC Cosmetics; "MAC" being its products, its location, its brand image, or its phenomenal price point is unique and goes against most typical marketing methods. As we all know product, price, promotion and place are the four fundamental variables that either make or break a company. MAC is currently the only Estee Lauder brand that is not only meetingbut exceeding its annual sales goals. Last year MAC surpassed its sales plan by 121 million dollars! Which is unheard of in this industry.

MAC continues to be a testimonial brand of cosmetics, meaning that there is no paid advertising for MAC to promote their traditional product. They rely on testimonials and word of mouth advertisement. However you may find that MAC does advertise only one product and that is Viva Glam Lipstick. This is their charity lipstick and it comes in five different shades. 100% of the retail selling price of this lipstick goes to men, women and children living with or affected by HIV and AIDS. MAC feels that there are enough efforts going towards finding a cure for AIDS, and that providing money to help make someone's life a little easier makes more of an impact right now. 

Currently the spokes person for Viva Glam V lipstick is Pamela Anderson, and she has helped us raise 4 million dollars for our MAC Aids Fund. As a whole, Viva Glam Lipstick has raised over 50 million dollars since its inception in 1984 and this number continues to climb. 

Like Mother Like Daughter
Kelly and Sharon Osbourne for MAC

MAC's image is Sleek, Clean, and straight forward. This is expressed through their packaging, product names, store image and how their employees dress. MAC is all about allowing the product to be the focus, so product packaging is simple and made of plastic or glass. 

MAC  loves to make people look and feel good on the outside and on the inside.  MAC continues 

to stay closely connected with its customer. That is why MAC is and will always be a cash cow. MAC changes and evolves with its customer because they are the same mind. Therefore, things will never get old, and MAC will never loose touch with it's customer base.