It is something many people do, many times a day. Instagram. I spend a lot of time scrolling for the next photo, story, hashtag or video and I often come across posts by MAC Cosmetics.
MAC is an edgy brand of makeup that celebrates individuality, diversity and artistry. In this post, I will cover how MACmakes use of an integrated marketing communications (IMC) strategy, particularlythrough digital channels.
The MAC brand values and story are detailed on theirwebsite: “MACis the world’s leading professional makeup authority because of our unrivalled expertise in makeupartistry. MAC celebrates diversity and individuality – we are for all ages, all races, all sexes. MAC is a proud community…at the forefront of fashion trendsetting…MAC believes in social responsibility…”
IMC includes a holistic approach to communicating in every channel in order to disseminatethe brand message to the targeted audience. Bridson and Evans (2004) detail how brand orientation and IMC contribute towards four elements for a brand. These include distinctiveness, functionality, adding valueand the symbolic gainof a brand.
MAC Integrated Marketing Communications & Brand Orientation
When MAC launches a new makeup range the message is clearly communicatedacross multiple platforms at the same time. This reinforces the brand identity through a designed visual and verbal language employed repeatedly and consistently, making MACa distinctive and recognisable brand, very well-known in the fashion and beauty industries across the globe.
Below are examples of the latest campaign, MAC Nutcracker Sweet on various digital platforms.
The same applies to the brand’s in-store merchandising and other channels, like broadcast. The contentis repeated and reinforced in order to communicate about the latest product range and the brand messages. This approach to creating a recognisable brand identity and the IMC practices employed contribute to the brand orientation of MAC.
I find the MAC IMC quite effective as I can use any of the various channels the brand uses to communicateto find out about the latest promotions or what the newest make up range is. The messaging via the brand’s social media, website, email campaigns, TV ads, shop windows and displays are all aligned. These channels effectively promote and communicate about the products and social responsibility initiatives. MAC successfully uses new digital media in line with the evolving market and increasing impact of social media on marketing. The brand has over 13 Millions followers on Instagram and over 16 Million on Facebook and are constantly trendingbackstage at fashion weeks around the world.
The MAC Story, USP and Brand Resonance
The MAC storyis about providing unrivalled expertise in makeup artistry; celebrating individuality and diversity; being a proud community of makeup artists; trendsetting and collaborating with talent in fashion, art and popular culture as well as social responsibility.
MAC uses their campaigns to purposefullycommunicate these the brandvalues described above and on their website. The imagery used inthe Nutcracker Sweet campaign demonstrates how the brand does celebrate artistry and diversity using creative design and staging and a male model to showcase make up.
TheMACunique selling propositionas mentioned on their websiteis about being “a makeup brand that is defined by appreciation of individuality, artistry and self-expression.” The artwork used in the communications reflects this.
Positive brand resonance is created through the MAC IMCapproach, promoted brand values and high quality products that generate an emotional response to the brand.
Another aspect that generates brand resonance through emotional responses is thesocial responsibility initiative, Viva Glam that ispromoted quite widely with the endorsem*nt of popular celebrities and is described on the MAC website:
“Created in 1994, the passionate red VIVA GLAM Lipstick raised money and awareness for HIV/AIDS at a time when the pandemic was dramatically affecting fashion communities in particular as well as the wider world. Then and today, an unprecedented100% of the purchase price of any VIVA GLAM product goes toward theM·A·CAIDS Fund(minus VAT where applicable).”
“The M·A·C AIDS Fund itself is a pioneer in HIV/AIDS funding, providing financial support to organizations working with underserved regions and populations.”
This initiative gives customers a way to contribute to an important cause and support the MAC AIDS Fund through makeup purchases and everyday glamour. Through this, customers build an emotional connection to the brand and the products, knowing that they too can indirectly help fight the HIV/AIDS pandemic. This article by The Independent covers the contribution this initiative has made andhow“MAC has teamed up with acclaimed filmmaker Andrew Jenks to create It’s Not Over, a documentary that chronicles the lives of three young people whose lives are impacted by HIV” and aiming to educate people about the disease.
The MAC marketing communications display a golden thread via all channels effectively using one single voice across platforms, particularlydigital and social media as part of a holistic approach to the MAC brand.
Everything in a brand’s marketing mix sends a message and through designed and consistent communications that show the brand keeps its promises,loyalty and resonance can be garnered and brand equity can be built effectively.
It is for these reasonsI find myself engaging with MAC on Instagram and other channels and looking forward to seeing their latest campaigns and social responsibility initiatives.
Bibliography:
http://www.maccosmetics.com/our-story
http://www.maccosmetics.jobs/mac/our-history.html
https://www.instagram.com/maccosmetics/
https://www.facebook.com/MACcosmetics/
https://twitter.com/MACcosmetics
