Sunday, September 2, 2012

Final Project Competitive Analysis

M.A.C Competitive analysis

M.A.C’S main competitor is Smashbox cosmetics which is a cosmetics line for photo studio artists. Smashbox Studios is the home for co-founder and Chief Creative Officer Davis Factor's photography work. Smashbox is known as being very fashion-forward, but wearable, makeup, since its products are used and inspired by professional makeup artists. It is well known in the industry for its Photo Finish foundation primers, O-Glow lip and cheek colors and Photo Finish lipstick. also feature recyclable products packaging made from sustainable paper and soy ink. Most of its products are irritation- and gluten-free. considers itself not only committed to offering professional quality products, but also to providing the education to use them well. []Smashbox perks to buyers include a frequent buyer discount program, "lunchtime" shopping promotion with a free gift, samples with orders and free shipping

MAC is a brand of makeup that has become synonymous with glamor and the latest fashions. Popular with celebrities and the average consumer alike, MAC's marketing and advertising campaigns emphasize the artistry of its makeup professionals, who create daring looks with brilliant colors like peacock blues and shocking pinks. The company also strives to educate beauty students about makeup application, and offers product discounts and classes through its MAC Pro initiative.
M.A.C was originally designed to help makeup artists and fashion photographers create visuals for professional photo shoots.
In 1994, the Estee Lauder Companies acquired a controlling interest in MAC, eventually taking over the company completely in 1998. []One reason these cosmetics are so popular is because of their proven staying power; MAC products require little touch-up throughout the day or evening. Celebrity affiliations have helped MAC achieve its glamorous image and the company established the MAC AIDS Fund in 1994 to support people of all ages and countries who are affected by HIV and AIDS. products are available internationally at MAC boutiques, through its official website and at such luxury retailers as Macy's and Nordstrom's

As stated above both companies have a big celebrity clientele as well as connections with photographers. M.A.C and Smashbox also have great interest in the education of up in coming make-up artists so they provide videos, classes as well as discounts. M.A.C needs to improve by having an emotional benefit; “An intangible asset based on feelings, not on a functional characteristic of a product or service.” Yes there make-up lasts all night but how does it make the consumer feel otherwise. Advertising by Design: Generating and Designing Creative Ideas across Media.Wiley.Landa, R.(2010)   (52)

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