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Although the price of competitors’ product is a bit lower, customers are willing to pay a little higher. As it is perceived as a good of ostentation which shrieks of conferring high status to those who are wearing it, they adopted premium pricing strategy for all its products.
One of the big breaks was in the late ‘80s when Madonna, on a photoshoot, wore one its product.
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MAC Cosmetics’ first customers were for make-up artists and models. The company differentiates its products from that of its competitors by developing different blends of pigments so as to match the needs of the consumers, by packaging its products differently and by providing limited edition products.īelow is the pricing strategy in MAC Cosmetics marketing strategy: The products are colourful, bold and custom. MAC Cosmetics chooses to be “The Ultimate Colour Authority” and not a skincare companies, which they chose to be, by offering the people a wide range of products.
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Its marketing mix product portfolio has a wide variety which includes:Ī) Make-up: Foundation, concealer, powder, face primer, etc.ī)Ğyes: Eyelashes, eye mascara, eyeshadow, eye primer, etc.Ĭ) Lips: Liquid lip, lip pencil, lip gloss, lipstick, etc.ĭ) Skin Care and Primer: Moisturisers, cleansers and removers, CC and BB, etc.Į)ěrushes and Tools: All types of brushes, brush kits, face brushes, lip brushes, eye brushes, etc. The approach was to create utility for chics. Its initial packaging used to come in black pots rather than compacts. MAC Cosmetics is one of the leading cosmetics and skin care brand in the world. The product strategy and mix in MAC Cosmetics marketing strategy can be explained as follows: Let us start the MAC Cosmetics Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: MAC Cosmetics Product Strategy: MAC Cosmetics marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. These business strategies, based on MAC Cosmetics marketing mix, help the brand succeed. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. The foundation’s unique blend of emollients provides a low to medium coverage that moisturises the skin and provides a flawless finish.Marketing Strategy of MAC Cosmetics analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Providing a sheer, dewy finish, the M AC Studio Face and Body Foundation provides a long-wearing formula that glides over the face and the body.
Crafted from a mix of water, emollients and powder, this foundation glides on as a cream and sets in a matte, skin-like finish. One of the fastest-selling products from the brand, the MAC Studio Fix Tech Cream to Powder Foundation delivers flawless skin that lasts all day.
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Easily blend-able yet lightweight and creamy, the Pro Longwear Foundation leaves the skin feeling soft, supple and flawless. Lasting up to 15 hours, the Pro Longwear Foundation boasts medium coverage through any environmental condition. Suitable for all skin types, it creates a flawless look that lasts for 8 hours. This oil-free foundation makes for a comfortable wear, whilst minimising the appearance of pores and imperfections. If you want a natural buildable finish with a high UVA and UVB SPF the MAC Studio Fix Fluid is the one. We’ve written a guide to help you navigate MAC’s foundation collection, which you can find here. With such a comprehensive range of foundations available from MAC, finding the one to provide your desired coverage and finish can feel a little daunting.
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