Mac cosmetics was founded in 1984 in Canada by Frank Toskan and Frank Angelo. Frustrated with the lack of colours in makeup that would shoot well with photography they decided to create their on in their beauty salon. Their quite literally cooked these cosmetics in their kitchen and sold them through their beauty salon. Their customers were fellow make up artists, models and photographers and then came stylists and editors and then the duo started selling through their first counter in a department store in Toronto. The difference between Mac and other counters in the 80's was that it's staff were actually professional make up artists which would clearly benefit the customers who appreciated professional advice. Their iconic red lipstick was born and celebrity Madonna was photographed wearing it with a mac t-shirt and the brand was well and truly born. As well as creating products for everyday make up consumers they also create for pro artists and are constantly supporting charities. They use celebrity spokespeople for the advertising side of these products with the whole sale from these lipsticks and lip glasses going towards men, women and children affected with aids and HIV.
These are best-sellers in the UK for Mac Cosmetics.
Unlike many other cosmetic brands Mac releases many different collections through out the year to keep up with demand, there is different collections for 2016 which are new seasonal collections, viva glam campaigns and celebrity collaborations.
The 5 P's for Mac Cosmetics
The Products tend to be catered towards a younger audience with the brighter colours and finishes to their products although their slogan is is 'All Ages, All Races, All Sexes'. Typically these products would be aimed at younger audience but Mac wishes to create this fiery edge for everyone.
Their generic Packaging Mac normally uses is black with a slight sheen running through it with silver accents in certain areas. Certain collections may have different prints, pictures or signatures featured on the product as a selling point.
The brands Presentation in advertising and packaging is normally very colorful and playful. They tend to use colours in consideration to the normal stereotypical colours of seasons but sometimes creating an edgier style to most campaigns. They take a lot of inspiration from artists and art when creating their campaigns opening their brand to so many different people.
The Promotion for the brand is different to a lot of fashion houses as the brand really speaks for itself. The brand does not use the same type of advertising techniques like creating television advertisements but more using social media to attract it's customers but again the plus side to the brand it has such a following in the cosmetic world it really speaks for itself.
The Price Point to the brand ranges dramatically depending on the product but it would not be counted as a prestigious fashion cosmetic brand but not counted as a drugstore product. The brand can be purchased online, in department stores, on the high street in their own stores and as well in travel retail. The products start as low as £10 and go up to £100's for pro and bundle products.
Both of these videos are taken from the Mac YouTube channel which are two spring/summer campaign videos, the first from this year and the second from last year. They both interested me because of the colour choices that were used for them, the pastels and bright colours scream spring and summer to me.
Mac Cosmetics in the Fashion Industry
As Mac Cosmetics does not have a fashion house behind it, it's hard to involve it directly with the fashion industry as it doesn't work directly for it's own brand. Instead it works very closely having it's own events teams that work closely with many brands at all the fashion weeks.
New York Fashion Week 2016, Mac have featured on many shows here is a few screen grabs from their tumblr page.
These four videos are taken from fashion week last year for 2016 spring/summer. They are for Paris, New York, London and Milan and feature a range of looks for all different kinds of fashion brands.
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