New MAC Campaign Strategy Seeks to Attract an Older Demographic

In February, MAC Cosmetics named actress Raquel Welch, 66, its 2007 Beauty Icon for the Spring Collection. They added two additional color collections designed by MAC in cooperation with Welch, Raquel Welch/Colour and Raquel Welch/Face. Zee News reported that the new packaging reflects a tiger-print, symbolizing Welch's artistic skills coupled with her appreciation for makeup (shown in the picture above).

It surprised me that MAC chose a beauty icon in her sixties. My last posting suggested that MAC may have made a mistake in teaming up with Mattel for the "Barbie Loves MAC" Campaign. However, it appears as though they are targeting all age groups by creating individual campaigns that will appeal to them. MAC's campaigns seem to be increasing in popularity, attracting consumers of all ages and sexes to MAC’s product line. Surprisingly, the original co-founders of MAC had every intention of catering to all demographics. When they started MAC in the mid-80s their original motto was "All ages, all races, all sexes." It appears as though The Estee Lauder Companies Inc. are continuing to uphold the motto while continuing to expand MAC's consumer base.

The Daily Titan of California reported on February 20 that the MAC Barbie doll sold out within minutes at one boutique in California, which is a tell-tale sign the campaign has had success thus far. Apparently, the dolls will not be available to the rest of the United States until March. I will keep you updated on the campaign as it continues...

Barbie Loves Mac?

In 1959, Barbie was introduced to consumers all over the world. She was an instant hit with young girls and quickly became the number one selling doll. However, with Barbie's increasing popularity, came skepticism from many who believed Barbie was sending the wrong message to her fans. Research has suggested that some women develop Barbie syndrome, which is an unhealthy and unrealistic desire to look like Barbie.

Yet despite the negative connotations Barbie may be offering young children, she still seems to prevail. Mac Cosmetics just recently introduced its spring line, with makeup designed to help Mac users get Barbie's look. This raises an important question: Is Barbie the best spokesperson to use to promote a new line of makeup?

In my perspective, there are definitely two sides to the coin. Barbie is a well recognized figure in our society, thus incorporating Barbie into Mac's campaigns could possible broaden their client base. On the flip side, I do believe that Barbie does provide many with unrealistic expectations of what they should look like. Mac is not only teaming up with Barbie for its "Barbie Loves Mac" campaign, but they also have six looks listed on their website that you can purchase to look like Malibu Barbie, Real Doll and Modern Ms, etc. This could ultimately lead to negative publicity if they become subject to criticism by anti-Barbie protestors.

I'll leave you with this: Do you think Barbie will prove to be a positive image for Mac this spring?

About Mac

Mac Cosmetics (http://www.maccosmetics.com) is a member of the fashion industry offering a variety of makeup, skin care products, nail products and makeup accessories (i.e. brushes, etc.). Mac Cosmetics was founded by Frank Toskan and Frank Angelo. Together the two men, one a business man and the other a make-up artist turned photographer, established MAC cosmetics brand in 1985 in Toronto, Canada. The line was created in an attempt to provide more versatility and depth to fashion photos. They recognized there was a need for their products because much of the makeup available at the time did not show up well in photographs. The intense lighting used at fashion shoots caused most makeup to be lost in photographs.

Together, the men also developed social initiatives including The Mac AIDS Fund (http://www.macaidsfund.org/), Mac Cruelty-Free Beauty, Back to Mac Recycling and Mac Kids Helping Kids. Through a Viva Glam line (consisting of special lipstick and lipglass), Mac gives 100% of the proceeds to the Mac AIDS Fund, which contributes to organizations that provide programs, services and care for those suffering with HIV and AIDS. They have successfully raised more than $86 million globally for the Mac AIDS Fund since starting the program in 1994.

After the death of co-founder Frank Angelo in 1997, Mac was sold. Currently, Mac Cosmetics is owned by Estee Lauder Companies based in New York City.

Welcome!

Here I plan to discuss the cosmetic industry as it relates to public relations. Company comparisons will be made in an attempt to better understand the dynamics of the makeup world.

I look forward to your feedback.

Michelle