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...
1 comment:
Mac seems to be trying to target the widest range of clients possible. By introducing a women in her 60s to be the new face of MAC this reminds me of a NIVEA campaign done to target elderly women. In France more and more beauty companies are creating a specific line of products for mature women and are creating ads directed to them in particular.
I feel like this goes along with the DOVE campaign of showing "real" people in their campaigns to prove that everyone can use their products.
I'm curious to see what MAC's next move will be!
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