M⋅A⋅C
Demographics
According to co-founder Frank Toskan, “M⋅A⋅C is about all races, all sexes, all ages” (Kaminer, 1995).
Now owned by Eséee Lauder, M⋅A⋅C is considered to be targeted towards younger audiences (Cahill, 2016).
Corporate structure
Estée Lauder Companies International, Inc.
767 5th Avenue
New York, NY 10153
CEO and President Fabrizio Freda
The Executive Leadership Team is broken down by brand and region (Alexander, 2009)
Executive board: 9 men, 3 women
Executive Vice President of Global Communications: Alexandra Trower
212-572-4430
mediarequests@estee.com
Media Relations: Marianne Diorio
212-572-4433
Pride themselves on inclusion and diversity
Restructuring to “reduce its global workforce” and withdraw from some markets (Cahill, 2016)
Leadership
President of M⋅A⋅C John Demsey
Global Brand President of M⋅A⋅C Karen Buglisi
CIO
Denise Clark, CIO at Estée Lauder
Industry share:
Estée Lauder net income $93.5M
Ranked number 2 out of 25 by WWD based on sales, marketing, and brand equity
Strengths:
Large selection of color and color palettes
High-end makeup and brushes
Range of foundation/concealer
Simple, chic packaging
Counter employees are trained to be M⋅A⋅C Cosmetic makeup artists with continuing training
Celebrity endorsements
VIVA GLAM (all proceeds go to the M⋅A⋅C Aids Fund)
Globally recognized brand
In 86 countries and territories, collaborations/partnerships with high-end fashion designers for runway shows
“M⋅A⋅C is a go-to brand for consumers and beauty industry professionals alike, a favorite of makeup artists, models, photographers and journalists around the world” (The Estée Lauder 2013 annual report, 2014, p. 17)
Favorite of photographers, models, artists, and editors (The Estée Lauder 2013 annual report, 2014, p. 96.)
Makeup works well with photography
Weaknesses:
Expensive
No sales/discounts
No stores in smaller cities makes it difficult to try products before purchase
A few controversial product lines (Mexico line with Juarez nail polish and Vibe Tribe line for not paying homage to the Native American’s it’s taking inspiration from)
Counter employees not always friendly
Not cruelty free
Growth:
Offer a annual/bi-annual sale
Offer Pro Products in-stores and online
Stop animal testing
Trends:
Partnering with fashion brands to create whole looks
Using celebrities to endorse the brand, especially Viva Glam
Specializations:
Color range -42 shades of foundation for every skin tone
Dramatic, colorful looks (bright blues, oranges, greens)
Product collaborations with moives
Pro-Products