CHAPTER 2: STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE

M.A.C. Cosmetics' objective is to offer high quality, innovative products to meet the needs of all races, ages, and gender. To become a global brand and share the philosophy of  M.A.C. around the world, by staying ahead of fashion trends and to consistently deliver trusted creativity. Viva Glam Lipstick is a collection that raises funds for M.A.C.'s AIDS FUND charity for men, women, and children with HIV/AIDS. 

M.A.C. Cosmetics has several collections for its product line, with intriguing names usually for a limited time only:

OFFICE HOURS is a collection which features M.A.C. Pro Longwear formulas, with the notion of staying glamorous when working full time, and over time without the makeup fading.

STYLE SEEKERS is a fall collection with vivid color influenced by the spirit and style of a global wanderer. The collection features four different shades of eye shadow, lipstick, blush and nail lacquer.

HAUTE AND NAUGHTY TOO BLACK LASH is a legendary mascara that comes in an intense shade of black, it can be defined naturally or full of drama.

these are a few of the new collections from M.A.C. displayed on their website and in stores. 

M.A.C. differentiates its makeup from its competitors Clinique, L'Oreal, etc. by offering large selections in color and texture, artistry professional quality products like brushes, hold, and final look. The company's target market primarily consists of consumers within 18-30 age category. Usually outgoing, confident, media savvy, fashion lovers that are seeking a unique look without compromising the latest fashion trends.

M.A.C. products have simple packaging made of plastic or glass with the company name on it. The products have straight forward names and trend setting colors which depict eye catching, chic, stylish, and high profile makeup. M.A.C. Cosmetics have minimal locations with displays of all the products (open tester units) available for use by customers with the help of professional makeup artists. Products can also be found online with detailed descriptions on each item and tutorials on how to use them. The brand commands premium prices because of good quality products and innovation customers desire. M.A.C. is a testimonial brand of cosmetics relying solely on word of mouth advertisements via fashion shows implications, celebrities and customers. M.A.C.'s Viva Glam lipstick is the only advertised product, usually a high profile event involving A-listers.