MAC's USP is their ability to fill the gap between make up artistry and fashion photography.
Cosmopolitan, innovative, irreverent and original are MAC's personality traits.
Cosmopolitan - MAC's success is partly due to its catering to all types of people, every colour, race and ethnicity.
Irreverent - Since the very beginning MAC has stuck by its values by not using stereotypical beautiful models. Instead for their campaign for VIVA GLAM in 1994, they actually used a drag queen. Since they MAC hasn't shied away from using controversial stars such as Lil Kim.
Original - MAC has raised over $160billion for AIDS. They also for a while distributed condoms with their Viva Glam lipsticks.
Since then other brands have followed in their footsteps of launching environmentally friendly, real beauty and charity campaigns.
Reference - (http://issuu.com/amelbelacel/docs/brand_report_mac)
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