The Layer Underneath

Tiffany Bryant

Professor Piluso

English 1A

2/16/2013

The Layer Underneath

        If you’re not happy with how you look let your face be my canvas let me paint on you. Make up products are in high demand in today’s society; eye shadows, lipstick, lip gloss, eyeliner, blush, foundation, primers, brushes and the list goes on and on. When you’re looking for these things you definitely have an array of brands to choose from. What are you looking for when you decide to make that final purchase? Maybe you’re looking for something inexpensive, or something that really works, something for everyday use, or even something that is currently trendy, whatever you decide you have choices. Make-up Art Cosmetics (M∙A∙C) always seems to be on the top of the list when it comes to these purchases. Founded in 1984 in Toronto, Canada by Frank Toskan and Frank Angelo, with its first U.S. store opening in 1991 in New York, M∙A∙C  was among the hot list (History). But is it what you’re really looking for? If it’s quality, the bold edgy look or that look that they use in high fashion this is the brand; M∙A∙C has great products at a higher cost, support great events and give back to their communities, but beauty at any cost is not a good message to portray to the women of today.

        M∙A∙C currently does not utilize television, radio, billboards, pop up’s nor magazines to advertise its products; they use the best and most effective way…FREE . They are so well know and came into the industry as solely intended for the fashion industry and make-up artists. Instead of spending millions of dollars on advertising they thought it would be better to just throw their products in the hands of make-up artists and fashion consultants that worked with top names in the industry. Throughout the years M∙A∙C has created a very respectable reputation for itself, by doing this it created a buzz for itself and set its brand high among the fashion and make-up industries. They though outside of the normal advertising schemes, took a risk and it worked for them. Even in the mailers they send out to those registered on the M∙A∙C website they are not advertising any products per say, they are letting you know of the upcoming classes and events. I think creating a niche for yourself as a brand is a very good idea, when you create a niche you eliminate competition with businesses in the similar market. M∙A∙C was directly reaching the intended market, knowing what their needs and wants were without wasting time and money. This was a very unrealistic approach, which in the end benefited and made a solid name for the brand. When you know where you want your business to go you do what you think is going to work for your business. This was a good approach even if they would’ve found it didn’t work then they could’ve chosen to use some type of paid advertising.

        Being considered a high end brand along with Chanel, Dior, Estee Lauder (which owns 100% of M∙A∙C) the cost of these products are not inexpensive and their sales tactics go far beyond the regular purchase of low end cosmetics.  With lipstick starting at $15.00 and other products extending all the way to $285.00 for the studio compressor and zuca bag, this is not a brand that is easily accessible for the everyday make-up novice. Especially since their sales tactics are quite strong. They want you to purchase more than one thing, spend no less than $50; which isn’t that hard to do, and to read their customers, not really helping them but manipulating them to buy things they potentially are not going to use. In my opinion, M∙A∙C is overpriced for the everyday make-up novice, but not for me. Artist’s such as photographers receive a 30% discount and Make-up Artists such as me receive a 40% discount on purchasing these products (M∙A∙C  Pro). So with my discount I’m paying about the same drugstore price for lipstick. For the novice go grab the drug store brand they do have be very comparable brands at a lower cost. Make-up isn’t your passion; it’s not how you make your money. You’re just beating your own face, no need to go grab that high end product, when the lower end product will almost give you the same results. Yes, for me it’s worth it to pay double the cost of foundation, because you can get a CoverGirl foundation for $8.00 and M∙A∙C for $19.00, but then again this is my job I can’t slack on my products, but you can.  There’s nothing wrong with going to pick up CoverGirl, it works equally as good and it’s cheaper and more reasonable for the everyday woman who wants to look good and if that’s too high use NYX or Elf they are made for the everyday budget.  Bold and edgy isn’t for everyone either, so those drugstore brand are right for you.

        M∙A∙C does a lot of giving back to charities and hosts a recycle program. M∙A∙C Viva Glam products contribute proceeds to M∙A∙C Aids Fund, which donates all the proceeds to help those living with HIV/AIDS worldwide. Although their concept has been word of mouth, the M∙A∙C Aids Fund has a yearly high profile event that is attended by A-listers, and it promotes and advertises its Viva Glam lipsticks. Different celebrities are picked and they host different Viva Glam colors when a popular celebrity hosts their color, it usually sells out. In addition to that M∙A∙C holds a Good Spirit event in communities, which gives free make overs to those with HIV/AIDS. They also have Back to M∙A∙C, which you can return 6 containers back to M∙A∙C and receive a free lipstick of your choice as their contribution to saving the environment. They even collaborated with Rodatre, a fashion line; to do their Juarez inspired line which brought them a lot of negative press (Controversy). The line was based on the border city Juarez, Mexico where there are women factory workers and is known as being the world’s deadliest city. I feel that giving to charity is always a great way to say “Thank You” even if it’s not to the people purchasing the products and M∙A∙C again, setting a high standard being one of the first to bring contributing to charity to a retail level, but also giving every cent from the sale not just a percentage of the sale. It’s good to be environmentally conscious and make an effort to help with recycling. Recycling with an incentive to get another great product is a plus. Even with the bad press from the Juarez line, M∙A∙C tried to correct this by offering part of the proceeds from the line to a charity, no not all like with their Viva Glam, but something is better than nothing.

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