Competitive advantage of M.A.C. Cosmetics’

A competitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition. M.A.C. Cosmetics' objective is to offer high quality, innovative products to meet the needs of all races, ages, and gender and to become a global brand and share the philosophy of M.A.C. around the world, by staying ahead of fashion trends and to consistently deliver trusted creativity. Viva Glam Lipstick is a collection that raises funds for M.A.C.'s AIDS FUND charity for men, women, and children with HIV/AIDS. Competitive advantage would be Product and service differentiation such as their limited edition collections and collaborations. M.A.C. Cosmetics has several collections for its product line, with intriguing names usually for a limited time only: OFFICE HOURS is a collection which features M.A.C. Pro Long wear formulas, with the notion of staying glamorous when working full time, and over time without the makeup fading. STYLE SEEKERS is a fall collection with vivid color influenced by the spirit and style of a global wanderer. The collection features four different shades of eye shadow, lipstick, blush and nail lacquer HAUTE AND NAUGHTY TOO BLACK LASH is a legendary mascara that comes in an intense shade of black, it can be defined naturally or full of drama. These are a few of the new collections from M.A.C. displayed on their website and in stores. 

Almost monthly M.A.C comes out with a limited edition line that makes all makeup fans crazy. They're known for their iconic collaborations.  Their collaborations range from Disney with "venous villains, to DC comics with” MAC wonder woman" We can't forget Sanrios "Barbie loves MAC” collaboration. But the latest “Rih RIh WOO" collaboration with singer Rihanna that launched in summer 2013, has made the latest and hugest impact. The launch sold out in the first three hours! These collaborations are what makes M.A.C different. They continue to prove that there can always be more color in the world and more innovative products. They always eave customers wanting more.

M.A.C. differentiates its makeup from its competitors Clinique, L'Oreal, etc. by offering large selections in color and texture, artistry professional quality products like brushes, hold, and final look. The company's target market primarily consists of consumers within 18-30 age category. Usually outgoing, confident, media savvy, fashion lovers that are seeking a unique look without compromising the latest fashion trends. M.A.C. products have simple packaging made of plastic or glass with the company name on it. The products have straight forward names and trend setting colors which depict eye catching, chic, stylish, and high profile makeup. M.A.C. Cosmetics have minimal locations with displays of all the products (open tester units) available for use by customers with the help of professional makeup artists. Products can also be found online with detailed descriptions on each item and tutorials on how to use them. The brand commands premium prices because of good quality products and innovation based on customer’s desire. M.A.C. is a testimonial brand of cosmetics relying solely on word of mouth advertisements via fashion shows implications, celebrities and customers. M.A.C.'s Viva Glam lipstick is the only advertised product, usually a high profile event involving A-listers. Due to these reasons, M.A.C. cosmetics’ has been successful in sustaining a strong position in the cosmetics’ industry.

Reference:

http://eatinglipsticks.blogspot.com/2013/09/strategic-planning-for-competitive.html

http://makeupartcosmeticsinc.blogspot.com/2012/09/chapter-2-strategic-planning-for.html