MAC - 'The 4 P's'

PRODUCT

MAC products have straight forward names, with trend setting colours that are eye catching and memorable.

The product packaging is made of plastic or glass so it looks chic and stylish.

PRICE

MACs prices are premium just like their products, with a bronzing powder costing around £17.50 and up.

Lip products cost around £

Accessories cost around £

Eye make up products cost around £

Customer expect these prices from the brand, just as they expect innovative, new products.

PLACE

MAC products are sold in concession stores in huge department stores such as Selfridges, as well as stand alone stores in large cities such as London, Liverpool etc. 

All staff members working in MAC stores are professional make up artists each armed with make up brushes and tips to help customers there and then.

The stores all have open tester products which are displayed on black marble counters.

Black is the signature colour for MAC, even the staff members wear all black.

PROMOTION

MAC promote mainly through word of mouth, via their fashion shows and celebrities.

However they do actually advertise one product, the Viva Glam lipstick. The advertising only occurs at A-List exclusive events which then encourages their word of mouth advertising via celebrities.