Week 12: Customer Relationship Management

M.A.Cs' customer relationship management targets each individual by customizing their make-up line to please each complexion, skin type and extenuate every feature of each individual. As a large make-up industry, M.A.C identifies customer relationship with their organization by pin pointing their frequent customers and providing them with services such as free samples of new products, mail surveys (response list) and even local annual fundraisers that allow the customers to join for free make overs. By implementing these services to their customers, M.A.C gets feedback from their customers about their products, locations and how they may be able to improve their services/products and interactions with their current customer base. M.A.Cs' in store experience is the most important feature of make-up company. It allows M.A.C employees to interact with customer on more personal level, by giving advice on what make-up to use, how to use it and even offer special feature products from the company to improve the experience of using M.A.C, such as cleaners and moisturizers.
 Curtesy of M.A.C for being a loyal customer

Week 11: Integrated Marketing Communications

M.A.C word-of-mouth promotional strategy helps M.A.C cosmetics promote itself by "letting the brand speak for itself". This particular strategy has been used by M.A.C since it was first introduced to famous celebrities, which allowed M.A.C to be exposed to the public and become one of most famous cosmetics line today. M.A.C has the competitive advantage over most other cosmetics lines because this line is well known amongst celebrities and famous fashion designers.

Word-of-mouth advertisement has been the most effective way that this cosmetic industry has exposed its products and itself to its consumers. M.A.C recognizes that it has become famous through celebrities, fashion designers, make-up artist,etc so every decision that M.A.C cosmetics makes will always be in the spotlight. Every decision will have an effect on the way this cosmetics is understood and accepted by the public eye, so every investment and product the M.A.C makes is carefully planned.

 MAC Cosmetics' VIVA GLAM Spokesperson, Fergie, Launches Her New VIVA GLAM VI Special Edition Lipstick.

Not only does M.A.C make a smart investment for the line but M.A.C gains relationships with celebrities that are well-known throughout the world which adds to good publicity for the company.

M.A.C makes it to fashion week gaining major publicity. Fashion week is a fashion industry event, lasting approximately one week, which allows fashion designers, brands or "houses" to display their latest products/designs.

Week 10: Product Concepts

M.A.C has various consumer products within the cosmetic line that ranges from lipstick, eyeliners, foundations and even nail polish. M.A.C product line depth consist of 160 shades of lipstick in 7 different finishes, 150 eye shadows and 60 blushes. M.A.C product modification usually occurs the most when the company is exposing awareness to a foundation which they are invested in or follow. M.A.C is a large sponsor of the HIV/AIDS movement which not only helps the company build customers relationships and morals but also helps promote the companys' newest product.

A limited edition VIVA GLAM Lipstick named after celebrity spokesperson, Cyndi Lauper. Features a high-lustre finish and a light coral-red colour. As with all VIVA GLAM products, every cent raised through the purchase of VIVA GLAM Cyndi goes to the M·A·C AIDS Fund to support the fight against HIV/AIDS.