ipl-logo

Cosmetics Brand Analysis

1048 Words5 Pages

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 …show more content…

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 …show more content…

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

Show More
Related
1042 Words | 5 Pages

In the work entitled “The Barefoot Spirit”, which tells the story of Michael Houlihan and Bonnie Harvey and the journey of their brand of wine, Barefoot. Barefoot has become a brand that most people in America can identify. However, Barefoot was not always a brand with such a reputation. This story explains the Barefoot brand from its conception, and enables the reader to follow Bonnie and Michael on the journey to success. The format o the work allows the reader to gain a great deal of knowledge from Michael and Bonnie’s perspective.

Read More
407 Words | 2 Pages

During the 21st century, advertisements use many methods to attract the audience. Companies, especially cosmetic companies, use their advertisements to manipulate their viewers to make them think that they need their beauty products. Revlon is a perfect example of these cosmetic companies that play with your mind. Revlon’s mascara commercial campaign utilizes ethos, pathos, and logos. Ethos is shown in many advertisements of Revlon’s mascara campaign.

Read More
1710 Words | 7 Pages

The way in which this is evaluated is under sub-headings that will break down the analysis: American Apparel- public perception, target audience, tracing campaigns, and American Apparel versus their competition. American Apparel- public perception; will set an introduction to this company and it will highlight what its purpose is in the industry. Target audience; comments on their target market today, and the reason behind it. Tracing campaigns; demonstrates the company’s intention behind their visual advertisements through the twenty-five years that they have been in the making. Lastly, American Apparel versus their competition; define the company’s strategies and strengths on how they are staying on top of their competition in the field of clothing line advertising today.

Read More
509 Words | 3 Pages

Why do we have stereotypes like the “typical white girl?” Most likely because of the movies, TV shows, and books that portray middle to upper class teenage white girls as “basic.” If we did not have entertainment forms depicting all white girls who like Starbucks as typical white girls, I may not have been called a typical white girl by random guys when I got coffee at Beta Convention. I mean, since when was coffee deemed only for teenage white girls? Whatever made someone look at a blonde and say, “She’s stupid,” was probably the same.

Read More
983 Words | 4 Pages

As a community it’s our duty to understand how global market corporation use advertisement to sell. In the first place, I looked for an interesting admeasurement in the internet. Out of nowhere I decide to choose McDonald website because they have a lot of views from consumers. McDonald website focus in logos to transmit their advertisement on facts, percentages and a lot of words and information.

Read More
1961 Words | 8 Pages

Introduction “So glam, so Kylie.” That’s the motto of Kylie Cosmetics, one of the newest companies from the United States to join the cosmetics industry. Despite it being around for only less than a year, Kylie Cosmetics has been highly raved about by many mainly due to its owner being Kylie Jenner, a known television personality. Kylie Cosmetics was initially praised for its lip kits where consumers would get the ‘perfect pout’ or the ‘perfect Kylie look’. Eventually, the company turned into an all around cosmetics brand, providing makeup lovers with more than just lip products.

Read More
761 Words | 4 Pages

Introduction Critiquing this ad on how it attracts customer to buy their product. I will talk about what is motivating or attracting the customer. Sometimes it’s the meaning behind the ad or how the product is represented. Nikes is using one of the most popular strategies that are successful in promoting its product and increasing income. When I first saw this ad I immediately knew they were comparing the iron man suit to the shoes showed in the ad.

Read More
929 Words | 4 Pages

Dolce and Gabbana is a high-end Italian clothing company that was founded by Stefano Gabbana in 1985 targeting women primarily, famous for their superior sartorial content. It was not until 1990 that menswear collections started to appear and made its entrance in Dolce and Gabbana stores. In 2007, Dolce and Gabbana released their spring/summer ready-to-wear collection that targeted individuals in the upper class who wanted to dress casually but still feel expensive. This advertisement caused controversy amongst women about objectification. However, the advertisement also targets the social group of men being represented as dominant, powerful and in control in order to sell clothes and the idea of confidence through wearing Dolce and Gabbana clothes.

Read More
1564 Words | 7 Pages

Introduction In this marketing assignment, we choose Apple as the company to analyze the marketing environment that affect the Apple Company’s ability to serve its consumer market and the major factors that influence consumer buyer behaviour. Apple became a computer company started in 1976. In the last decade, Apple had broaden into a complicated and intricate company.

Read More
1085 Words | 5 Pages

The customers can as well upload their pictures and virtually try different products on their face and get advice on the best way to apply the products. The mobile application was downloaded by over 2.5 million customer and generated a traffic of approximately 75% as the company’s customers were converting and shopping making up to 167% orders over the year and due to that the company got 400,000 beauty insider signed up (issuu, 2017). Therefore, a big number of the Sephora's promotional initiative is based online which help the company to reach their younger targeted audiences and to have a big impact on the customers that are not willing to place order online with confidence as well as infrequent customers to explore and try new products (Chen et’al. 2011). And hence, Sephora’s digital channels play an important role by serving as communication tools for the company to promote their products via different channels to in order to reach the targeted

Read More
983 Words | 4 Pages

In order to discuss the current life cycle stage of Chanel N '5, we now look on the Product life cycle (PLC) theory, which is a concept that provides the steps for a product acceptance, from its birth stage of introduction, growth, maturity to its decline. (3) Chanel No.5 perfume series fall in the growth stage of the product life cycle, where they face more competitors. (3)

Read More
1390 Words | 6 Pages

The Apple brand personality glamourizes this idea of lifestyle, imagination, freedom, innovation, passion, hopes, dreams and ambitions, and power-to-the-people through the technology in its products and it hugely does this in its visual advertisements that sometimes even exaggerate the amazing experience of using technology and gaining a sense of happiness. The Apple brand personality is also about simplicity and the removal of complexity from people 's lives, people-driven product design, and about being a really humanistic company with a heartfelt connection with its customers. The Apple brand is not just intimate with its customers, it 's loved, and there is a real sense of community among users of its main product

Read More
1016 Words | 5 Pages

Lancôme immediately creates an association with Paris and happiness. It further positions itself as an award winning luxury brand. With brand ambassadors who aim to embody the vision of the brand, it clearly delivers a message that the range of products involved caters to the ‘elite’ economic strata of the society. Alike L’Oreal Paris, Lancôme too would have to adopt a strategy that develops a good customer lifetime value. c.

Read More
999 Words | 4 Pages

The company’s logo and monogram being seen on their products is something which is easily recognized by every customer. It is not only well known but has a rich history. Louis Vuitton is known globally and has a strong image in Singapore, China, Hong Kong and Japan which are leading financial hubs and individuals with high net worth. Largest luxury brand with exclusivity Traditional craftsmanship is not compromised by Louis Vuitton as these products are made to fine details and of exquisite material, discount and promotion does not happen and defective products are disposed immediately as written in their policy. Louis Vuitton products are highly priced due to superior quality, degree of scarcity and exclusivity.

Read More
1047 Words | 5 Pages

The First objective of the project is to study about the awareness and Brand equity of Nestle Milo. In this phase, the key factors that led to decline of the Brand Milo, how Milo’s positioned itself and targeted its customers were evaluated. The Second objective is to recommend Segmentation, targeting and positioning strategy for relaunching the Brand Milo. In this phase we analysed the perceptual maps and identified the gaps between nestle milo and its competitors. The overall purpose of this study is to understand the dynamics behind success or failure of the brand.

Read More

More about Cosmetics Brand Analysis

Related Topics

Open Document