This Thursday, MAC will launch their spring 2011 collection. The theme? None other than the classic comic heroine, Wonder Woman. Past collections by the Canadian based company have included 2010’s Disney based Venomous Villain collection, Barbie Loves MAC in 2007, and this past winter’s Cham Pale and Marcel Wonders line. With each collection released, MAC identifies a new persona they hope their loyal customers will take on, and also anticipates capturing more of the consumer market by alluring them with the guise and personality of the featured character. Marketers and consumers of the cosmetics market alike agree that makeup is more than a mere product- for many women (and men!), it is a gateway to society’s perception of beauty, and even perfection. Cosmetics users often dub their daily facial products as “necessities”, when the reality is the contrary. The link between self-esteem and cosmetics is a major rationale for many consumers to restrict their shopping to high end department store brands, rejecting drugstore lines such as Covergirl and Maybelline.
Furthermore, marketing directors behind cosmetic brands of all price ranges constantly work to interpret consumer emotions during use of their products, and to comprehend what persona users of the product want to take on when applying their makeup. As a consumer of cosmetic products, I applaud MAC for counteracting the tedious cliché marketing technique that many brands use: targeting the girl next door and celebrating the fact that their mascara can be used every day. No thank you- I’d rather MAC recognize new, fresh personas that I want to grasp as a consumer and customize to my own personality. Approaching the MAC counter or browsing the website, a character featuring an empowering look is what draws consumers to the product, be they loyal customers or first time purchasers. MAC is one of the only cosmetic companies that encourages the use of their products to emphasize facial features, such as voluminous eyelashes or a glowing complexion.
Consumers have applauded the brand for helping them recognize their own beauty, and to use makeup not as a tedious daily necessity, but to help them stand out as individuals. While I am already an advocate of MAC products, linking their brand to lines featuring familiar characters, like Barbie or Disney Princesses, or celebrities such as Fergie and Lady Gaga gives me that extra push as a shopper. By the end of this weekend, consumers across North America will have their cosmetics drawers revamped yet again, this time themed with a classic comic book superherione – all thanks to MAC.
