Cosmetics Brand Analysis

Introduction The aim of this text is to conduct a comprehensive brand audit on M.A.C cosmetics.

I will identify a key challenge for the brand utilising a detailed causal loop diagram.

In conjunction with this, I will develop a creative strategic solution to this challenge.

I will discuss the brand’s core promise, the stakeholder group/target audience’s key contact journey and analyse how consistent and coherent this journey is. I will identify the most influential points of contact in this journey and the key contact journey challenge. Lastly, I will propose a creative strategic solution and prototype this solution. A brand audit is an overview of the current position of the brand and the perceptions of the brand in the minds of the target

The M.A.C logo and packaging is simple, stylish and sophisticated, complementing the fashionable brand. Brand positioning The MAC brand was built at fashion shows and become desirable because it was associated with the fashion front line. The brand has an extensive range of make-up to suit “all sexes, all races, all ages” (reference). The M.A.C brand rejects the ordinary and empowers diversity. The M.A.C brand did not follow the traditional way of advertising but build their reputation by giving away free cosmetics to top make-up artists, models and actresses. The company’s brand positioning in simple and straightforward: creating make-up for everyone. M.A.C is positioned as hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the Individual. The M.A.C brand personality is original and cosmopolitan and they have created a cult like following. They are one of the few cosmetics brands that have customer loyalty from all ages. The MAC brand can be classified as a “shopping product”. These products are more expensive and consumers usually only buy a shopping product after they have compared it to various other products in the same

M.A.C still continued the same avant-garde image as before, with Estee Lauder focusing on the business aspects of the brand. VIVA Glam is a social awareness campaign from M.A.C that donates 100% of the proceeds of the “Viva Glam lipsticks” sold to aids research. Promotion

M.A.C first gained attention, by giving away free make-up products to industry leading make-up artists, who in return informed their high-profile clients. Despite M.A.C is one of the world’s most well know and well loved cosmetics brands, the company does not believe in traditional advertising. Instead of using television and radio advertisements to reach the mass market, M.A.C ensures that their stores are in prime locations. The M.A.C store offers the consumers a unique experience, having a qualified M.A.C make-up artist attending to their specific needs. The look of the stores is upmarket and edgy, which leads to word of mouth advertising. M.A.C’s online presence also plays a vital role in their marketing strategy. Their official website (insert name) is used to view new and current collections, as well as for online shopping. M.A.C has a large following on Twitter and is active on Tumbler and YouTube too. They post photos and videos taking their followers “backstage” during fashion shows and film