M.A.C - One Campaign, One World

The 20th century has been dynamic and has seen the world war and the times that followed it. The rebuilding of the world and breaking limitations that were imposed on the human race just like how we are seeing during the COVID times has been a great transformative task which has made us into what we are today especially, 1980s. In the grittiness of Montreal’s streets, a young boy,Frank Angelo, showed deep interest in entrepreneurship. He would show movies to kids of his age at the time. As he grew he formed a music band and toured the country and the US. Making everyone falling in love with music made him grow a person and helped him understand what people really enjoy. Soon after he opened up a parlour, and worked with his photographer friend Mr Tuskan to click pictures of make up models. Frustrated with how pictures weren’t able to capture the best of make up they had performed. They started to create make up in their own kitchen to perfect their pictures.

What happens when the consumer becomes a creator? He/She knows exactly how much is needed and what is loved. Their parlour, Make Up Artistry Cosmetics started having the best of photoshoots and very soon it established itself as MAC, selling its products to the make up artist behind the stage. The Make up artists and the models loved it , they wanted for themselves and then they wanted for their sisters and then they wanted for friends and so on. This made it a brand of great value even among the locals. Ruby Woo’s success is attributed to chain reaction created.I ought to mention that it was the only color brand of it’s time which gave it an edge over the market.Estee Lauder seeing the success of the quality of the brand and how much it is loved by the public made the most bankable decisions by buying 51 per cent of the stake and giving it a global platform. The creative share remained in the hand of owners. Looking at the success of today, it can be very well said it was a bright move.

Living Beyond Boundaries

The company was took by storm when popular culture, art and fashion icons such as Rihanna, Lorde, Proenza Schouler, The Rocky Horror Picture Show and Brooke Shields started to use it. Who wouldn’t like to shell extra money for a lipstick that Rihanna wears ? These continue to enhance M·A·C’s relevance and reach to existing fans as well as new ones making a rock-steady presence even till today.MAC doesn’t do much of marketing however, it posses a social responsibility, Viva Glam, with every lipstick bought from the range, the entire money goes to AIDS fund. MAC now has it’s own mobile Website which has helped it optimize experiences.

What makes MAC the most loved brand among ordinary citizens and the rich? What makes a company still maintain its brand value despite such a big economical gap in the people, something that every companies dreams to maintain but only a few make it? The answer to this can be found in one word – Promise. “ A man who lives up to his promise is honourable”. The same can be said about companies. But what has been the solid ground behind this promise?

Not only does MAC offer a variety of colours but also it has been very ahead of its time. It’s campaign ‘All ages, All races and All genders’ has been a great success. It has brought the whole world under one umbrella.Yes, u read it correctly and isn’t it the case when u walk into the Mac store- even men wear foundation? MAC has been such a great success is because of its product and it breaks the mind boundaries making every one equal. It’s unity across the world. Each human is precious and equal.

The most serious incident was when a transgendered employee was fired. We told them that if he wasn't hired back, we would pull our product. We said, if you want to make money from us, you're going to have to let us be who we are. I think it was probably the money that kept us in a lot of stores at that point, but the result was a move toward tolerance, so I'm very proud that, today, that is part of the MAC identity. It wasn't a calculated move at the time, it was just us doing what we knew was the right thing. Says Franks Tuskan in an interview.

The mindset and the delivery of All races, all ages and all genders is what makes mac- MAC. One Campaign, One world. When all of u feel precious and equal the ideas sells for its self.

Frank Tuskan says,"The best advice I ever got came from my parents and it was that when you empower others to be their best, you empower yourself.We did something different by encouraging employees to sell their talent rather than selling makeup. I always said, it's not about selling the product, it's about selling yourself and your ability to make choices for that customer. Maybe you can sell a product, a lipstick, to one customer, but if you sell yourself, an image, a lifestyle, then that customer will come back and they will tell other people. We built our company on word of mouth, a lot of which came from the fact that our customers trusted us."