Get Your MAC On

Today I noticed that MAC cosmetics has a new collection line out, called Marilyn Monroe, based off of the shades that the diva wore back in the day. It got me thinking that MAC has a strong brand simply because they are constantly coming out with new lines of products, with many different themes, colours, "limited edition" versions of previous lines, etc. They cause a wide demand when they have limited time collections, and hardcore makeup enthusiasts will pay an arm and a leg to get them. But why?

Easy. Mac uses the "only here for a limited time" line to get women to flock to their stores to pick up the latest lines of cosmetics, and then when they're gone, and those same women want those shades again, they have "comeback" lines where they keep an old line for a short period of time. This gives MAC the upper hand with their customers, because they get several purchases out of one line of cosmetics. If the line isn't doing well, they come up with a new theme. Normally changing one's look is extremely risky, but for keeping up with trends and fashions, MAC manages to change their look while keeping the same brand namesake in tact. This is indicative of a stronger brand.

If there is a brand that can play with their own identity and get away with it, it would be MAC. While most cosmetic companies such as Maybelline, Revlon, Covergirl, etc. generally stay within the same confines as their original branding. They do not go outside the box to really set themselves apart from the norm. But that is their branding type. Though they don't call too much attention, they appeal to people who don't particularly want bright eyeshadow and lipstick, but everyday makeup. In their respects, they both accomplish their goals with their branding, but MAC has the freedom to do more with their identity to appeal to several different styles and age groups.