A marketing strategy that roots the brand deeply in the unconscious of consumers and which obviously can only but boost the suppliers sector whether derived from packaging or formulation. All the more because the U.S. firm does not hesitate to fully exploit the trump card of innovation.
Explanations by Nicole Masson, Vice President Global Product Development.
Premium Beauty News - With more than 1700 outlets spread in every corner of the world, MAC is indeed a big machine. Which does not keep you, on the contrary, from having a performing presence on the field.
Nicole Masson - You are right! Our dynamism expresses, itself of course, through our will to constantly adapt to the market, to the consumers needs, be they visible or implied. It’s also our job to identify them, to understand them and to provide the best possible response to women’s needs. Our approach is global and not just hinged to a specific country, although it’s clear that our interests in terms of brand development evolve according to global trends. Currently, our strategic priorities are called Brazil, Japan, Korea and, of course, China!
Anyway, development in its broadest sense, is a constant concern at MAC. Most formulas are developed by our own laboratories. Of course, we have suppliers that work with us. As for packaging, we rely on the main players in the marketplace with a strong focus, from our part, on innovation.
Premium Beauty News - The face, the eyes, the lips, the skin. You scope of activity is quite comprehensive!
Nicole Masson - We are indeed present in all the segment of colour cosmetics, which does not necessarily mean that our development strategy is uniform. It is clear, for example, that depending of times, consumers will prefer to highlight their eyes rather than their lips and conversely.
Today, lipstick has gained considerable importance. As you know, it’s our flagship product and we have observed, for example, the enormous impact created by the launch of the Lady Gaga lipstick whose "sharp" pink shade almost started a new global trend. But we also focus a lot on the face, especially recently, with the help of Mickey Contractor, a renowned make-up Artist who has become very popular thanks to his talents and the textures he uses to impart the face of Bollywood actresses with that so distinctive matte and soft touch. In fact, there too, we created a whole collection of products associated to his talents.
Premium Beauty News - This kind of "marketing coup" has truly become one of MAC’s hallmarks!
Nicole Masson - Yes, indeed! But it’s in the logic of things. Women are fond of new colours, new textures, new effects, new gestures. Moreover, we nearly have a hundred make-up artists working with us to that effect in the world. At the same time and somehow paradoxically, they want products that last longer.
Premium Beauty News - This trend for long-wear products, seems to have become a sustainable trend!
Nicole Masson - Yes undoubtedly! And this explains the work we have begun, with this in mind, on our foundations, our lipsticks and our concealers. And it’s not always easy to combine long-wear and quality textures. In this context, the role of packaging is obviously fundamental.
We will also be launching by the end of the year a whole series of innovations in this field.
