MAC Cosmetics has been one of the more popular beauty brands over the past 30 years. Touting a large selection of products in a variety of colors at prices in between drugstore and department store, MAC has put the high-end beauty product in reach for so many people.
In particular, MAC cosmetics unique brand position are it’s celebrity and brand collaborations. Collaborations such as Hello Kitty, The Rocky Horror Picture Show, Marilyn Monroe, and Rihanna have all drove fans and collectors out in droves causing hype and hysteria as the products have sold out.
Photo Courtesy of Temptalia.com
Most recently, MAC launched a fan petitioned collection inspired by the late singer Selena. It sold out within 24 hours.
MAC’s attention to quality in regards to both product and packaging has been a high draw for it’s consumer base. Coupled with the limited nature of it’s collections, MAC is poised to continue to be a drawing force for years to come.
Marketing Lesson for a business aiming to increase it’s social media presence and share of the cosmetic industry is to consider the caliber in limited edition collections you are releasing. MAC has seen success with limited collections especially those involving a collaboration and that is something to examine as a potential profit generator within your business model.
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