Marketing Strategies of Mac Cosmtetics

Company Name- MAC
FoundersFrank Angelo and Frank Toskan

MAC which stands for Makeup Art Cosmetics is a cosmetics manufacturer stylized itself as M.A.C. Founded in Toronto, Canada, the company currently has its headquarters in New York City and it became a part of the Estee Lauder Company in 1998.

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How It All Started

M.A.C was established in Toronto when photographer, Frank Toskan and beauty salon owner, Frank Angelo was working for the makeup line. They felt that the cosmetics available in the market were very limited and thus wanted to create a niche for themselves. Their aim was to develop a studio line makeup line that will fulfill their professional needs and also the requirements of the modern women. It was in their home in Canada, the two entrepreneurs prepared their cosmetics in their kitchen and sold them from the hair salon. Its popularity grew with its magazine credit and manufacturing of products of various colours.



In March 1984, the duo officially launched the line from a single counter in a department store in Toronto. It was staffed with professional makeup artists, an industry innovation in itself. Everything came in black pots rather than compacts. The company took the industry by storm, offering a wide range of products that managed to blend street shrewdness with glamorous style and panache. It created history on the cosmetic brand by investing in the trainers and education for its staff as well as for the customer’s point of sale experience.

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M.A.C’s Marketing Strategy and Interesting behind Its Success

Product– M.A.C Cosmetics started its journey by distributing its products between models, photographers, and family members. It has gained worldwide respect recognition via its products. The company released tests to show improvement in skin and how MAC Cosmetics helps to reduce wrinkles from face. In 2016, MAC Cosmetics launched its new collection MAC Selena and within a few hours, it was totally sold out. In December, the collection was restocked because of high demand. The product portfolio of MAC Cosmetics includes makeup for face, eyes, lips, skin care and primer, brushes and tools and fragrances.

Price– MAC Cosmetics have a niche following in the fashion and retail market. With a blend of design and quality, MAC cosmetics have been able to create a solid image that has the power to differentiate itself from its competitors. It offers something that is unique and cannot be occupied because it keeps on evolving with time. Its premium prices for the products are the reason for its great purchase and why consumers find MAC Cosmetics desirable. MAC Cosmetics follows product line pricing at some of the times to garner better promotions and sales by offering complementary products and other incentives.

Place– MAC Cosmetics started its journey from a counter in a departmental store in Toronto, Canada and with time has spread to other parts in the world. The first store of MAC was opened in Greenwich Village in the year 1991. Now the company has one thousand independent outlets in over seventy countries. Thirty of these stores are located in France and others are in places like India, the United States, Canada, and Australia. Its cosmetics can only be purchased via its personalized MAC stores and its authorized dealers House of Frasers, Debenhams, and Selfridges. It does not offer its product items via unauthorized retailers or independent boutiques.

Makes direct relationship– The Company believes in building a direct relationship with its customers and so it offers personalized services. Their well-trained and excellent support staff provide makeup lessons, application procedure as part as part of customer services. It has consultation services, which can be booked via the phone or via its website. Some specific channels also offer their products.

Promotions– MAC Cosmetics has created a name for itself by working with professionals from the world of fashion. The company gives its customers a huge credit in its popularity as it has been able to carve such a distinctive place in the cosmetic sector only because of the customer’s appreciation. Its motto is descriptive and reflective of its attitude as it proclaims All Ages, All Ages, and All Sexes.

MAC Campaign

     The unsolicited endorsements from celebrities have helped MAC Cosmetics in reaching new heights. It has been associated with Janet Jackson, Naomi Campbell, Cher, Princess Diana, Linda Evangelista, Madonna, and Maria Carey.

      The brand has collaborated with Famous personalities like Jeremy Scott in 2018, Nicki Minaj in 2016 and Patrick Starr in 2017 to increase its brand visibility. In 2013, Rihanna worked with MAC to launch her own shade Riri Woo, which was a direct hit with customers.

MAC Aids Fund

MAC set up ‘MAC Aids Fund’ in the year 1994 to support victims of HIV/AIDS via its charitable trust. It is supported by several celebrities and all are earning from the sale of Viva Glam Lipstick, which is donated to this fund. With 100 percent of selling point of ever Viva Glam product going directly to men, women, and children affected by HIV/AIDS. The brand rose over $480 million USD through the Viva Glam Campaign and after some time the brand has raised $32.7 million USD for this cause.


MAC unveiled the campaign ‘#WhatsYourThing’, which features a diverse cast of a model from MAC employees to models. This campaign is a candid look at how real women use their foundation and what they want the final result about them to say, said by Director of Makeup Artistry, Terry Barber. Consumers are encouraged to share their makeup looks using #WhatsYourThingonsocial.


The company builds a strong bond with its customers by intimating with professionals’ hip and irreverent attitude of products that make it an award-winning product, which did not go unnoticed by the cosmetics industry. It has freestanding stores and counters at the world’s leading retail markets, which is recording pace. With its enhancing profile, MAC teams began working backstage at international fashion collections. Constantly developing existing and new categories grows the demands of makeup artists.

Besides the MAC Aids Fund campaign, the ‘Heart and Soul’ of MAC the company supports animal free testing. The growth of its worldwide business includes the company’s ongoing involvement in fundraising efforts and social awareness programs. Moving forward, it continues to satisfy the needs of its customers.   

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