MAC cosmetics is the leading make up company because of its
advertising. Their name itself is a key advertisement strategy. The name MAC is
known internationally for its high quality products. Unlike other make up
brands MAC doesn’t spend as much money in advertising. Their products are advertising
by customer’s blogs, Instagram’s, Facebook and other social medias. They also
have beauty gurus on YouTube, celebrity campaigns, and professional make-up
artist raving about the brand.
Although they don’t spend a lot of money on advertisement,
they do spend money on raising awareness on HIV. The Viva Glam campaign has
generated nearly 340 million dollars for the MAC Aids Fund. This campaign has been
around since 1994 and it only sales lipsticks and lip glosses. It has maintained
its popularity over the years because it features celebrities such as Fergie,
Lady Gaga, Nicki Minaj, Ricky Martin and many more.
Other key factors are that they are part of Fashion week and
that they don’t limit their products to one store. Their products are sold in
stores such as Macy’s, Bloomingdales, Saks Fifth Avenue and Nordstrom. This widens
their range and improves sales.
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