10th September 2018.
Marketing Mix Collage Write Up
M·A·C Cosmetics is the world’s leading professional makeup authority because of their unrivalled expertise in makeup artistry. M·A·C Cosmetics is owned by The Estée Lauder Companies which is one of the world’s leading manufacturers and marketers of quality skincare, makeup, fragrance and hair care products. M·A·C markets for a wide range of products like makeup, primer and skincare, brushes and tools and fragrances. The marketing mix, the 4 p’s that are used by this company are outlined below.
M·A·C Cosmetics sells many products. M·A·C’s products are arranged into the categories makeup, primer and skincare, brushes and tools and fragrances. In the makeup category, they offer a wide variety of makeup products such as lipsticks and lipgloss, eyeshadows and eye palettes, foundation and powders, highlighter and bronzers. In the primer and skincare category, they offer primers, lip care and primers, removers and cleansers, moisturizers and travel size items. In the brushes and tools category, they offer eye, lip and face brushes, and customizable palettes, containers and applicators. In the fragrance category, there are many signature scents from M·A·C offered. M·A·C celebrates diversity and individuality and they are targeted for all ages, all races, all genders. The logo for M·A·C is abbreviated for Make-up Artist Cosmetics and their slogan is ‘All ages. All races. All sexes’.
M·A·C’s prices range from USD $10.00 to USD $65.00 depending on the specific product category and the items in that category. These products are a bit on the expensive side but their are some products that are cheap and affordable. Although the products are on the expensive side, the sales remain the same as customers do not mind spending their money on the quality that they receive. The price helps sell the product as customers know that what they are purchasing is of good quality as it is not on the cheap side. M·A·C uses the strategy product line pricing which, according to business dictionary, is defined as the process used by retailers of separating goods into cost categories in order to create various quality levels in the minds of consumers.
M·A·C Cosmetics are made in a few different places. The majority of products are made in Canada. However, some products are also made in Italy and the United States. M·A·C uses a direct channel structure and they distribute their products in three ways: online and phone sales, stand-alone stores, and retail kiosks. M·A·C prefers to use this channel of distribution as they believe in building close relationships with their customers. M·A·C has over 1000 stores in more than 70 countries. As M·A·C has stores available around the world, the product is accessible for customers to purchase them there and they also have the option of buying products from online on their website and get it delivered to them.
M·A·C has many ways of promoting their products.
MAC Cosmetics. (2018). About MAC Brand. Retrieved from https://www.maccosmetics.com/our-story
MAC Cosmetics. (2018). Our History. Retrieved from
Business Dictionary. (2018). What is product line pricing? Definition and meaning. Retrieved from