As one of the global makeup brands, the Makeup Arts Cosmetics (M.A.C) is famous for its colorful, creative and qualitative products. Initially, the company promoted its products by giving makeup artists cosmetics to be used on models and actress. A good product self is an excellent promotion. Now, MAC is more popular between young ladies and teens. The reason of the switch of target market is the different marketing strategy which reflects a broader MAC.
Frequently, MAC uses well-designed, colorful and unique flyers to give customers a visual impact. It works to gain new customers between students and younger age buys. Moreover, to be competitive, MAC cooperates with other brands or celebrities to introduce some seasonal limited edition, such as Hello Kitty collection and Viva Glam Gaga and Cyhdi. Personally, I am a fan of both Hello Kitty and Lady Gaga. I actually bought these two collections from MAC. Those were strong advertisings and marketing strategies to increase MAC’s market share because there are definitely many girls just like me. On the other hand, the Viva Glam, what I mentioned earlier, is a program that “support men, women and children living with and affected by HIV/AIDS globally” (MAC website). MAC was the first cosmetics company who integrated charity into sales. It is not just charity. Running promotion and increasing reputation for MAC are behind that simple action.
In addition, MAC always supports young and new makeup artists to develop their career. The company has a special membership program for students who are attending “an eligible school or institution of Makeup Artistry or the Performing Arts” (MAC website). Students can have some opportunities to build a relationship within MAC. It might be a great way of promotion by creating its own professional work team.
See more one M.A.C website: http://www.maccosmetics.com/