Zsuzsa Koltai

Description of your subject and justification of your choice

I have chosen MAC Cosmetics as my subject, since I find very interesting how a company can be successful among both professional and laymen consumers at the same time. It doesn’t just manufacture high-quality products, but also created a really strong brand image, an always up-to date, interesting  social media website, and  a loyal and stable basis of consumers

M∙A∙C – Make-Up Art Cosmetics

The company was established in 1984, and become the world’s leading professional makeup authority because of its unrivalled expertise in makeup artistry. It offers its product for both professional make-up artists and laymen. The distribution of its products is via its own brand stores.

M·A·C is at the forefront of fashion trendsetting, collaborating with leading talents from fashion, art and popular culture. Their actual ambassador is Ariane Grande. Their artists create trends backstage at fashion weeks around the world. MAC is  positioned as an up-market product.

M∙A∙C Cosmetics takes great pride in producing the finest quality prestige makeup. Cosmetics products but lack the superior quality, research and development time invested in all of our products.
Its target audience are both professional make-up artists using it a work tool, both
consumers buying it for their own use.  These consumers are 16-30 year old young women, from the middle-and upper class.

Its product portfolio is very wide and diversified, and contains all kind of make-up tools. I collected some of their products’ average range of types and price, and compare it with their competitor, Max Factor’s products and prices.

Eyes:

Shadow: 24 kind of eye shadows, available at least in 4 colours, average price is $20

Eye palettes, 24 types, average price $40

Liner, 20 types, average price $18

Mascara: 22 types, average price $17

Brow, 8 types, average price $17
Beyond these goods they also offer:

LIPS: lipstick, lip gloss, lip pencil, lip care, lip palettes

FACE: foundation, powder, blush, concealer, face primer, multi-use BB+CC, face palettes+ kits

NAILS: lacquer

 

Comparison and analysis of the activity of your Subject and  their competitor

MAC’s presence in the social media:

MAC uses social media marketing in order to achieve marketing communication and branding goals. It primarily covers activities involving social sharing of content, videos, and images for marketing purposes. It has worked out a consistent brand image through using social media for marketing. It enables its business to project its brand image across a variety of different social media platforms. While each platform has its own unique environment and voice, its business’ core identity stays consistent.
Its goals are:

  • Website traffic
  • Conversions
  • Brand awareness
  • Creating a brand identity and positive brand association
  • Communication and interaction with key audiences

Content marketing:
MAC is offering valuable information that its ideal customers find interesting. It is continually uploading professional make up videos and tutorials. It created a variety of content by implementing social media images, videos next to classic text-based content

Links — While using social media for marketing relies primarily on its business sharing its own unique, original content to gain followers, fans, and devotees, it links to outside articles as well, if other sources provide great, valuable information that its target audience will enjoy. Linking to outside sources improves trust and reliability, and it even get some links in return.

Its link are mainly from the collaboration with famous fashion designers (Vivienne Westwood), singers, models and actors

Facebook

11.693.191 likers

Like rank: 82

Post per day: 1,16

Likes, comments, shares per post: 4408

Facebook’s casual, friendly environment requires an active social media marketing strategy. It wants  to pay careful attention to layout, as the visual component is a key aspect of the Facebook experience. Social media marketing for business pages revolves around furthering their conversation with audiences by posting industry-related articles, images, videos, etc.

Facebook is a place people go to relax and chat with friends, so MAC keeps tone light and friendly.
Promotes its latest products illustrated with beautiful swatches

Offers information about and promotes its events. These are ususally make-up workshops

MAC specialized and has chosen its target audience specifically. It is better than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

MAC also knows, that if you spend all your time on the social Web directly promoting your products and services, people will stop listening. That’s why it always adds value to the conversation. It focuses less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouthmarketing for its business.

After publishing its content, MAC never disappears, but stays available to its audience. That means it consistently publish content and participate in conversations.

Customer relationship management

Dealing with the unsatisfied customers

mac2

Thanks to nearly unlimited surface, MAC can personalize its advertisements and videos. There aren’t product promotions, tutorials and make-up videos not only for women with the most common skin types, but for special requirements also.

‘M·A·C celebrates diversity and individuality – we are for All Ages, All Races, All Sexes’

 

Twitter 

Twitter: 1490 posts

7,5 million followers

Screen Shot 2016-01-22 at 16.40.50

Twitter is the social media marketing tool that lets MAC broadcast its updates across the web. It follows tweeters in its industry or related fields, and it gained a steady stream of followers in return.

MAC mixes up its official-related tweets about specials, discounts, and news updates with some fun and quirky tweets interspersed. It always retweet when a customer has something nice to say about it, and never forgets answer people’s questions when possible.  Using Twitter as a social media marketing tool revolves around dialog and communication, so it interacts as much as possible

 

YouTube

Youtube: MAC has an own youtube channel, where it uploads make-up and campaign videos

YouTube is the number one place for creating video content, with can be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim. So MAC instead of it, focuses on creating useful, instructive “how-to” videos. These videos are professional make-up tutorials.
These how-to videos also have the added benefit of ranking on the video search results of Google.

 

Description your competitor and justification of your choice

Max Factor
I have chosen Max Factor as the competitor of MAC, because this is the brand that communicates almost the same as MAC: professionalism, upper class quality, glimmering.

Its history:

In Hollywood’s Golden Age Max Factor was known for creating the signature looks of the era’s most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. But he believed that glamour should be within reach of all women.

Max Factor was born in Russia and emigrated in 1914 to America, settling in LA to be closer to the budding film industry. Word of Max Factor’s expertise quickly spread and he was soon working with Hollywood’s leading film stars and making his own cosmetic products for a glamorous but realistic look on screen.

In 1916 he started selling eye shadow and eyebrow pencils. This was the first time such products were available outside the movie industry. Four years later he launched a full range of cosmetics, calling it “make-up” – a phrase he coined.

The make-up products and techniques Max Factor created for the movie industry and his Hollywood clients earned him an Oscar, but his guiding philosophy was that any woman could be glamourous given the right tools and make-up artstry skills.

From mascara to foundation, eye shadow to lip gloss – Max Factor put the transformative tools for make-up artistry into the hands of every woman, enabling her to create her own personal glamour statement every day.

 

Product Portfolio:
Comparing their product portfolios, Max Factor’s is by far not so wide like MAC’s
It has got all in all 55 products, and we can also see that their price level is also lower.
Its target audience is 20-40 year old middle class women, who buy it for their own use. The distribution of the products is via drogeries and make-up stores.

EYES

Eyeliner: 6 types of products, 4 shades, average price $10

Eyeshadow: 5 types, 6 shades, average price $11

Mascara: 14 types, 2 shades, average price $15

LIPS: Lip gloss, Lipstick, Lipliner

 

FACE, Blusher, Concealer, Foundation,Powder, Primer

NAILS

Nail lacquer

 

Facebook:

641061 likers

Like rank: 58

Post per day: 0,44

Likes, comments, shares per post : 472

Its Facebook page is very interactive. It communicates with it likers, asks them to write and send pictures about their favourite MF product, and invite them to join winning games.

It also post backstage videos.
Content marketing: Actual articles about skin care and fashion trends linked with their products, Make-up tutorials
Twitter

52100 followers

4423 tweets

Screen Shot 2016-01-22 at 16.41.50
Current game for the followers: Post your selfie with your favourite make-up piece.
Promotions winning games: Post a red lip

 max

 

Recommendations

After analysing their social media presence, I have some recommendations for my chosen company, MAC
First of all, they should put more emphasis on content marketing. Their main activity is  promoting their own products with pictures. Although they share really high level make-up videos on their Youtube channel,  but they don’t create enough valuable content for their followers and potential buyers.
I would also recommend for MAC to make their Facebook page more interactive. The communication with their likers is quite one-sided, they should organise more games and promotions, and through it make their customers feel more involved.
Neither MaxFactor nor MAC has paid advertisements, so they don’t embrace this great opportunity.

 

Sources:

http://www.maxfactor.com.au/heritage

https://www.facebook.com/MaxFactorUK/

https://www.instagram.com/maccosmetics/

https://www.facebook.com/MACcosmetics

http://www.wordstream.com/social-media-marketing

http://likealyzer.com/

https://tweetreach.com/

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