“M.A.C. has quietly taken over the planet”

I still remember the first time bought my very first eye shadow from M.A.C., it was called “Twinks” and it was beautiful. Even though it was a safe choice of a neutral brown among a selection of extravagant colors, I still continue to purchase it today. The sensation of walking into the M.A.C. store made me feel prestigious. And from that day on I was a slave to the brand.

M.A.C. cosmetics branding approach if one of the best examples that showcases how a small Canadian company became a global super power. They started off in Toronto and are now sold in over 70 countries. They are one of the leading cosmetics lines used in fashion shows and for everyday users. As a M.A.C. user myself I love this brand because of it is good quality and consistent. Even though I don’t use all of their products, the products I do use are always perfect.

According to the article “Ring Leader: M.A.C.” posted in Allure magazine, M.A.C. loves the idea of being weird and different. Allure magazine has a good point when they say that “M.A.C. has quietly taken over the planet”, because in some ways it is true.

The whole reason this cosmetic line was created, in 1984, was because there was a lack of bright, bold and intense colors in that industry. One of their first big campaigns featured RuPaul, an over the top drag queen, that landed them the attention of the global market.

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From that moment on the M.A.C. branding strategy was born. Using icon celebrity figures in all of their campaigns, the celebrity was presented in a unique and “weird” way, making their posters and themes eye catching and memorable. As much as M.A.C. has always kept their overall image the same, black color scheme and contemporary, the hints of their campaign colors are always in some way integrated in the store.

Every major campaign has been represented by some type of celebrity icons. Making M.A.C itself iconic in some way. Some celebrities include: Lady Gaga, Cindy Lauper, Fergie, Rihanna, Nicki Minaj and even Marilyn Monroe. Yet not all icons were necessarily real people. For example, the Hello Kitty, Miss Piggy, Archer and Wonder Woman campaign were all based on fictional characters.

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These are just some of the examples of campaigns used in the past, where M.A.C. built their brand by glamorising images of famous people. All are very influential and had many followers. This all creates excitement for the brand, where people actually start looking forward to who will be next. Since M.A.C uses the same format of branding throughout their company’s history, consumers want to know who M.A.C will pick next and get their hands on their limited edition line.

So who do you think will be next?

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