Few people haven’t heard about MAC cosmetics. Everyone has heard about it once or twice in their lifetime. They are a cosmetic brand with a large audience following. Most cosmetic lovers talk about the top-quality and excellence of MAC cosmetics. It is a leading makeup brand whose foundation is in Canada. Although this makeup brand started catering to makeup professionals and artists alone, it has developed into a worldwide brand through word-of-mouth marketing. MAC cosmetics target market is vast because of the diversity feature they’re known for. They’re also known for the individuality they portray in their brand. This article will explore MAC cosmetics target market and their market segmentation. Without further ado, let’s dive right in.
MAC Cosmetics Target Market – Brand History
In the late 1900s, a makeup artist/photographer and hair salon owner was unsatisfied with the cosmetic products available in the market. They found it frustrating because of how it was affecting their business. Frank Toskan, a Canadian photographer, realized a need for makeup products that photographed well. He shared his concerns for the makeup industry with his friend Frank Angelo, and the two started manifesting what would become MAC cosmetics.
That was not the only motivation for the birth of MAC Cosmetics; the men also wanted a makeup brand that included members of the lesbian and gay communities. The men were part of the community themselves and wanted a makeup brand inclusive to all demographics. They also wanted a brand that was fun for artists also. The first MAC product was created, with creativity and spirit being their main inspiration.
How MAC Cosmetics Became Successful
Once the first MAC Cosmetic was born, Frank and Frank got together and created different lipstick shades. They wanted to develop products for the models that Toskan wished to photograph. Their one inspiration was a pink Crayola crayon which was in their kitchen. Words began to spread about the pink lipstick, and soon they invented a line of brightly colored lipsticks. Frank and Frank started selling their products at Angelo’s salon to their friends and family.
The duo also sold it to the public through word-of-mouth advertising when they finally decided to open a store for their makeup products. It wasn’t till 1894 that MAC cosmetics officially entered the beauty market. They achieved this at a Toronto Department Store Counter, and their tagline was ‘All Races, All Ages, All Sexes.’ Because of the inclusivity that was part of their identity, Angelo and Toskan achieved enormous strides for the LGBTQA+ community. They helped the community grow into what it is today, and they were at the forefront of the MAC Cosmetic target market. The message at the center of their brand and product pigmentation piqued many customers’ interest.
Madonna and MAC Cosmetics
MAC cosmetic got their first big break when Madonna joined the MAC Cosmetics target market. Madonna wore a signature lipstick in a modeling ad in the 80s. She fell in love with the MAC brand instantly and worked with them to create a signature lipstick for Madonna for her Blonde Ambition Tour in 1990. The Russian Red was the shade they made for Madonna that helped them gain massive recognition. With Madonna wearing this lipstick, MAC Cosmetics gained popularity, and the demand for this lipstick color surged.
The brand launched its first store in New York City within a year. The launch location contributed to the brand’s success and recognition in New York as much as the time did. The store is on Gay Street in New York. Soon, MAC became the hub for artists and individuals. People from different races, ages, and times visited the store, and there was always a bright and accepting nature. This feature is one of the top factors that drew many people to the MAC brand. Creative artists, drag queens, and even bold personalities were intrigued by these fresh brands and wanted to be a part of the freshness MAC Cosmetics was bringing to the beauty industry. Angelo and Toskan’s longing for better products is how they were able to create a brand that thrived quickly in the beauty industry,
The Company’s Growth and Achievements
Today, MAC cosmetics is one of the leading three makeup brands globally. With over $1 billion annual turnover and 500 stores, it’s clear that the business is one of the most successful out there. The stores are all run by professional makeup artists, and they’re known for creating makeup for movie actors. Their most popular products are Ruby Woo Lipstick and Studio Fix Fluid.
The Estee Lauder Companies took control of the business by acquiring 51% of the shares. They started managing the company while the two founders kept up the creative control. However, Frank Angelo died of cardiac arrest at age 49 in 1997. Frank Toskan also sold his shares in 1998 and left the company at the end of the year.
MAC cosmetics entered India in 2012, expanding the MAC Cosmetic target market. The collaboration was to create the MAC Selena in partnership with Selena Quintanilla Perez. They sold out the collection within hours at every MAC store and other retailers who carried the collection like Macy, Bloomingdales, and Nordstrom. Fans stood in line for hours for a chance to get their hands on the collection, which led to the restocking of the collection in 2016. The company has continued to grow and remains a leading makeup brand globally. It is crucial to explore the MAC Cosmetics’ target market and market segmentation to understand the brand’s success comprehensively.
MAC Cosmetics Market Segmentation
Market segmentation is the practice of dividing your target market into approachable groups. The division is into distinct groups of buyers with different needs, behaviors and who require different products and marketing programs. Exploring MAC Cosmetics’ market segmentation is essential to understand their target audience. The company is divided into different meaningful segments. The primary purpose is to achieve a brand encompassing all races, ages, and genders. Below is a clear representation of MAC Cosmetics market segmentation.
One of the top segmentations of the MAC Cosmetics target market is geographic segmentation. The marketing strategy for geographic segmentation is to stock up different products at different locations. MAC Cosmetics’ most prominent target markets are India, South Africa, Brazil, the Middle East, the UK, and 105 other countries. Therefore, it is clear that the company divides its products through geographic segmentation globally.
The products stocked up at the different locations are based on the skin pigmentation in the country and beauty trends. There are only seven shades of Caucasian skin tone in the MAC product line, but 45 varying shades of brown and black skin tones are available. This diversity makes it easy to see the necessity of geographic market segmentation. MAC Cosmetics is the first cosmetics brand to provide various skin tone products. They supply the ideal product for the MAC Cosmetics target market based on geographic segmentation.
Income is not the only consideration that MAC Cosmetics uses to determine who falls into the demographic segmentation. Here, they categorize their consumers based on variables such as age, gender, nationality, among others. Based on the objectives of MAC Cosmetics which is part of the inspiration for the establishment of the brand, all ages and gender are what the demographic segmentation covers. Family status is another top consideration for this segmentation. Additionally, MAC Cosmetics offers different products for men, women, and even the transgender community. Various products are available for daily use and others for professional use. Although MAC Cosmetic is a luxury brand, it ensures that most of these products are affordable. This feature ensures that the MAC Cosmetic target market encompasses all income levels.
The psychographic segmentation of MAC Cosmetics considers the consumers’ lifestyles and personalities. One of the top marketing strategies that reflects the psychographic segmentation is the Viva Glam. This marketing ad targeted the “Chardonnays”, young people between the ages of 18 and 30. This set of people is usually easy-going, lively, and optimistic. A key driver in the life of this MAC Cosmetic target audience is sharing moments with family and friends. They also want to look attractive to the opposite sex and always pay attention to their looks.
The “Chardonnays” view shopping as a crucial element in their life. Therefore, they’re always up-to-date with the latest fashion trends. They prefer quality over quantity and focus on looking stylish and flashy. A marketing strategy used by MAC to connect with the MAC Cosmetics target market in China is cartoon characters and Hello Kitty packaging. This cosmetics brand also marketed intense pigmentation colors in India.
MAC Cosmetics Target Audience
Targeting is when a company chooses a market segment to focus on and serve. Companies usually evaluate the market segment’s attractiveness to select the best way to target this market successfully. By considering the customer value, you can determine the segment that will sustain your sales for a long time. You can quickly identify the MAC Cosmetics target audience through their commercials. Based on this, it’s clear that the brand targets women, especially even though cosmetics are available for all genders.
Over half of their customer base is women. More specifically, the brand closely targets Millennials even though they have cosmetic products available for all age groups. Millennials fall between the age of 23 and 38 and are interested in fashion and trends. An example of a commercial that showcases this targeting is the “Chardonnays” commercial. Makeup artists have always been the main target of MAC cosmetics, and they are still one of their top targets. The brand also focuses on consumers who value quality over the price of makeup products.
MAC Cosmetics Positioning
Positioning is creating an identity or image of your brand in the target audience’s mind. The brand positions the products effectively through a marketing mix. This option gives MAC Cosmetics a competitive advantage and differentiates the brand from competitors. Also, MAC brilliantly places its products from the product’s launch using different strategies.
Initially, MAC Cosmetics targeted makeup professionals and fashion frontlines only. This targeting made clear that the brand provided top-quality and luxury products compared to other brands. This is essentially the psychological positioning of the brand; the top-quality image. The brand also uses the differentiation strategy to stand out in the industry. This cosmetics brand stands for diversity and inclusion and this element additionally positions the brand in a distinctive way in people’s minds.
MAC Cosmetics is a leading brand because of its market segmentation. It has over 7000 product offerings and 100 eye shadow shades. The brand also has over 500 stores globally. The different market segmentations allow it to cater to the vast MAC Cosmetics target market. Exploring MAC’s different market segmentations, we have established the brand’s targeting and positioning and how the brand is able to achieve its enduring success.