Chapter 11: Developing and Managing Products

Mac gets ideas from various areas and develops new products and Limited edition collection multiple times a year. During the Spring/Summer season fruity and bright lip colors and bold daring eyes are in style. Macs new collections fulfill that look many people go for. Macs Huggable Lipcolour is a series of 10 limited edition lip colors they vary from pigmented purples to  pale vibrant pink tones with a high shine that resembles a lip-gloss but the lasting power of a lip stain. Many women look for products like this simply because the warm weather messes up the formulas of regular lipsticks and macs them melt.

Mac also has a new line for eyes called Eyes on M.A.C this collection contains 4 palettes with 9 colors, 2 palettes with 15 colors, and  2 brushes. the palettes listed above range from purples to neural tones to create any type of look you desire. 



Mac also has a unique collection collaboration with  Philip Treacy
London’s leading couture hat designer. The inspiration was from his creations which Mac tried to duplicate this amazing work for the .

Ch 8- Segmenting and Targeting Markets

Macs segmenting and targeting markets are based on the products. The target market in general is for women between the ages of 18 to 25 no matter the race or color, however, each product line such as lipsticks verses nail polish would be targeted to different sorts of people within the target market range. Mac strategy for marketing lipstick is very different from marketing eyeliners. Normally within Mac's ads for new lipsticks they will use a bold eye within the same range of color or something Smokey to keep the concentration on the item they are trying to promote which would be lipstick in this case. Most of mac's ads promote multiple products at one time to persuade buyers to purchase all products in the collection to get the same flawless look. Many times they will promote lipstick with a lip

glasses with eye shadow and a loner in a single collection and all products will be sold out because the chain like affect there marketing strategy caused.

Ch 15- Marketing Communications

Mac cosmetics marketing communication is a series of things but mainly there competitive advantage and also the personal selling. Mac cosmetics uses celebrities as a way to gain customers and ensure sales of the products. That is a very smart technique because many women want to look like these celebrities and will do anything to get the job done even if that means buying tons of products that may or may not get the job done. Mac customer service is a huge area of marketing communications. In each Mac store or counter there are sales reps prepared to help you and gain some sense of who you are and use there skills in makeup artistry to make sure you leave satisfied

. It's the greatest feeling in the world purchasing something that you feel will make you feel beautiful and yet helps a person in need which is another strategy used to convince customers to purchase there products.

Ch 10- Product Concepts

Mac cosmetics has so many different products that just about any female walking into the store will most likely purchase something. Mac has lipstick, Blush. Eye shadow, eyeliner, mineralize makeup, skincare, nail polish, brushes, fragrance and much more. Mac's biggest assets is there customer service and the variety of products as well as there ads. These three aspects alone show the strong points of Mac cosmetics as a company and each product individually. I think Mac costumer service is phenomenal and not only for in store purchases but they listen to there costumes, for example a lot of customers noticed that the formula for some of Mac's lip glosses called Lip glasses had an extremely sticky formula which is not good. Sticky lip glosses mirror cheap and poorly made products. Mac then went on to improve the formula by putting out a new and improved line of lip glosses called mineralize gloss with many colors. As a costumer of Mac I can agree that the formula is way better and the product is less sticky. Also they do surveys every summer to bring back discontinued products that the costumes would like to purchase.
Mac cosmetics products speak for themselves. They are priced equivalently to drug store products but the quality is equivalent if not better then high end brands. Mac cosmetics caters to all races and all ages. They even have specialty collections from country to country to satisfy
the needs of women all over the world. In some countries where it is much hotter the formulas of the products change to help with the climate and even what is put in each product is based off the resources in the countries. Like in the Asian countries Mac has products organically made because they have the resources to create that and it helps with the Humid and extremely warm weather.