Product

MAC Cosmetics is one of the leading cosmetics companies in market place, becoming more and more popular each day. MAC has a very broad Product Portfolio, offering numerous different products in an aim to reach out to differing market segments. Offering products from over 128 different lipstick shades alone, to foundation, nail polish, eye shadow.. even to their own wipes!

At the beginning, when MAC was founded in 1984, it aimed their products at professional makeup artists. This is why their products are highly priced, due to being better quality than other competitors. According to the MAC website, they chose to be different from other makeup brands by establishing themselves as  "the ultimate colour authority". This all started when they introduced their first, very bold and different at the time, Matte Red Lipstick - this created the ambition to steer in the other direction of other makeup brands, as they were all generally skincare companies.

As MAC brand themselves and their products as bold, adventurous and "outrageous", it has created a certain stigma and expectancy in the makeup world.

From the above photo we can clearly see that MAC aim for boldness, and this has created some major controversy. As they create a lot of "out there" shades and colours of makeup - people are concerned that it is pressuring girls, especially younger females, to be the same. This can ultimately mean that MAC are catering their products to a specific syndicate.

However, majority of people (whatever age) can find something when walking in to a MAC store, this is because not only do they offer makeup but they also provide a service - you can now book in and get your makeup done professionally for a special occasion, or just for the fun of it.

When in comparison to other makeup companies like "Benefit Cosmetics", their products are more suited to all females, however, they tend to target a younger audience. This could be for many different reasons however, one of which being, they inherit a lot more natural products and shades.

As you can see from the above campaign by Benefit Cosmetics, they aim for a more subtle and simplistic look when in comparison to MAC.

Also, when comparing the two companies products, packaging is a factor which should be considered. Both MAC Cosmetics and Benefit Cosmetics offer high end, high quality products but when comparing the two types of packaging, they are totally different. MAC's packaging of their products are all very subtle, dark and plain - this gives a more contemporary vibe.

Here we can see the dark, plain packaging of MAC products are in great contrast to the bold and exciting colours in them.

This type of packaging is favoured a lot in the makeup industry and attracts a more older and mature crowd of people. This is because the packaging enhances the daring colours, promotes a classier look and emphasises the unique quality of the products.

Now we can see the bright, exciting and exclusive packaging that Benefit has to offer - inheriting statement colours and shapes.

Their packaging engages a much younger generation, by giving a more feminine, aesthetically pleasing look. For many parents, Benefit Cosmetics would be reached for and sought after for their child before MAC, this is because to many - the bolder packaging of their product accentuates how subtle and natural the actual product is.