Mac Cosmetic Case Study

A Mac cosmetic was set up in Toronto 1984. The founders are Frank Angelo, Beauty Salon Owner and Frank Toskan, Makeup Artist and Photographer. A Mac cosmetic is known for their groom and bold white print. It is much more commonly known for its make up than its skin products. The brand was originated for high performing products that could verify flexibility to help fill the gap in the business. MAC cosmetics were sold out in over 1500 places and 79 countries international worldwide. Their narrowing lipstick and lip stain are made evocatively like an over sized bullet. It has always been promoted personally and artistic freedom within their brand. The company hits a sense of user-friendliness to their products and to those whom enjoys the art of makeup. Thus their motto is all gender, all races and all ages. In 1994, Mac becomes one of the popular cosmetics brands to further education and alertness of HIV and AIDS through their Viva Glam program. The 100% proceeds from all Viva Glam products were charge less to the MAC AIDS Fund. Just like every top notch leading brands controversial are mandatory. MAC faced its own controversy back in September 2010 when it released its MAC Rodarte collection in collaboration with the renowned label Rodarte when public offense aroused (Maura, 2015).

MAC Cosmetics faced its own political issues with regards to being cruelty free and not testing the products on animals hence this all changed back 2012 when the company made a unstable decision by expanding its sales of products in China a country which do not hesitate to do tests on animals if the need arises. Amidst of this issues MAC has only said “M.A.C has a longstanding policy to not test on animals, nor ask others to test on our behalf, except when required by law.” With that being said MAC was removed from the list of companies which are vegan. Economically cosmetics products mark to a tough fight in the market. Essentially, the price of cosmetics is related to the image of the brand. MAC cosmetics do cost a bomb to be realistic that’s totally because the amount of marketing and sales production the brand has put in the product (Anneil, 2010).  MAC fairly initiates social responsibilities and reaches out to the public via various social and media platforms. Its MAC Cruelty-Free Beauty, Back to MAC Recycling, MAC Kids Helping Kids and the MAC AIDS Fund was well reached out to the people Even though MAC cosmetics were bought out by the Estee Lauder (Sandyn, 2012). Targeting professional and upcoming make artistes MAC do have their own sales antique which include promotion and discount for daily make up products and professional make up products respectively. Not forgetting online social media platforms e.g.: Face book, Instagram, Twitter and many more they are more attainable worldwide via these platforms as well. Joining hands with well known celebrities all around the world MAC has till date has roped in their loyal customers due to their strong and well versed social exposure. Mac cosmetics are also technologically pacing up to the current technological world by using online broadcasting of products via their own website, which offers shipments of products worldwide and membership discounts and promotions. Currently MAC is considering a mobile friendly application for their own which most of the leading cooperates have nowadays. In this technology world Cosmetics chains are slow compared to others companies and brands. MAC cosmetics faced issues with the law when it was sued by its ambassador’s (Rihanna) fan Starkeema Greenidge. She had developed herpes on her lips due to MAC’s staff negligence at a store in Barclays centre during the launch of RiRi Hearts MAC in 2013. The staff apparently didn’t  made sure the lipstick which she tried on Starkkeema’s lips was already second handed which caused the mishap of developing herpes on Starkeema’s lips which also turned out to be reason that MAC was sued.Starkeema accusations was that she wasn’t able to work for two weeks. It cost her a lot of money and she also felt this is going to happen over and over again if nothing is done. She had to undergo mental trauma due to that as well as she claimed. She also slapped MAC with the suit in Manhattan Supreme Court in hopes of forcing the company to be more sanitary in the future. Similarly in another incident MAC claimed a retailer Target Australia was selling counterfeit MAC products. Target Australia is not an authorized retailer of MAC Cosmetics did not supply any MAC products to Target Australia. Following on that Owen says MAC appears to be taking the view that the infringing product is not of the same quality, which involves a claim of trademark infringement. Environmentally MAC used to follow no-cruelty but after that it was removed from that list after an issue came out due to its business in China.