Ch. 2 - Strategic Planning for Competitive Advantage

                                               All Ages, All races, All sexes

 

     The objective of the Make-up Artist Cosmetics company, also known as M·A·C cosmetics is to allow people of any race, age, or sex to own and express their beauty through the use of makeup artistry, whether it is for professional, or everyday use. M·A·C cosmetics offers high quality products, with several different lines of particular cosmetics, providing different colors and textures to meet the needs of a variety of different people. M·A·C Cosmetics is a cultured, innovative, fashionable and original company that hopes to bring out peoples confidence in order for them to embrace their distinctiveness. M·A·C cosmetics   does not stereotype anyone and welcomes all people of 
                                         various backgrounds to express and celebrate their  individuality.

   There are many leading cosmetic brands known globally, these include  M·A·C, L'Oreal, Chanel, Benefit, NARS, Dior, Lancôme, and many more. M·A·C Cosmetics differs from all other brands by remaining true to their philosophy, which is that their products are good for all ages, all races, and all sexes. They are known for their creative makeup products; within the last ten years, there has been 166 shades of regular lipsticks in 9 different finishes, 150 eye shadows, 60 blushes, skin and hair care products, and makeup tools that have been created and sold to the public. M·A·C also has their professional and trained makeup artists to represent their company and to spread their philosophy.  M·A·C cosmetics has accelerated greatly ever since the late 1980's, when the business first ignited, and even more after it was taken over by Estee Lauder in the early 1990's. M·A·C appeals to women and men of all kind, and do not target a certain age, race or sex. 

Another thing that differentiates M·A·C from other brands is their several lines of limited time only cosmetic collections. These product lines are adored by many women who purchase  M·A·C cosmetics, because of their interesting qualities in color and texture, appealing names, and the fact that over time these items become a rarity, and more valuable.  Mac cosmetics company are not only focused with their company internally, but theyre also concerned about social problems.  M·A·C Viva Glam is an example of one collection.  M·A·C Viva Glam is strongly supported by numerous celebrities, which makes the sales exceedingly high. "The brand’s celebrity faces have included RuPaul, K. D. Lang, Nicki Minaj and Lady Gaga. MAC is now a $2 billion business, and Viva Glam grossed $40 million last year, all of which went to AIDS-related causes". Who doesn't want a product that their favorite celebrity is supporting? Even people who don't know about the celebrity may still want the product, because of the fact that every single penny spent on any of the Viva Glam line is sent directly to the men women and children that are affected by HIV/AIDS. It's sent to those "who confront the epidemic in countries and communities where people are most neglected, off the radar and at highest risk. Responsive, agile and alert, MAF  (MAC Aids Foundation) funds innovative programs that deal directly with the most marginalized, stigmatized and under-heard victims. MAF celebrates humanity, life, creativity and individuality. Making a difference, one VIVA GLAM lipstick at a time." M·A·C is one of those companies that believe the customer always comes first, in an inverted pyramid structure the customer would sit at the very top.