MAC Cosmetics

Marketing & Visual Merchandising Strategy Proposal

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The Challenge

How can we increase sales of our summer makeup and additional items such as the PREP + PRIME FIX+ collection of sprays, in stores during the warmer months of the year in the UK for 2021 & 2022, when women wear less makeup and tan more?

The Challenge Defined

Makeup during the summer months melts off the skin when we sweat because of the weather.

DISCOVER

• Hot girl summer trend

• The concept of the ‘Comeback’ after COVID

• ‘Looking like a snack’ memes

• https://www.google.co.uk/amp/s/www.glossy.co/beauty/mac-cosmetics-looks-to-post-lockdown-summer-for-makeup-sales-boost/amp/ >

DEFINE

POS Seasonal (S/S shades) Collections

Section 1

• “Got Milk?” Pastels

Section 2

• “Freaky Flavours” - Brights/neons

Section 3

• “ Michelin 5” - Golds, Purples, Blues, Golds - darks & metallic

Sections 4

• “Morning Coffee with Whisky” - nudes/ foundations / primers

DEVELOP - The BIG Idea

“PLAY SUMMERHOUSE”

Aims:

To communicate the freedom and liberation experienced by us all now that lockdowns are over! It’s time to get out of the house and play dress up.

This marketing strategy accompanied by design innovation, allows MAC to celebrate makeup for the enhancements that it creates, and provide the opportunity to say thank you to their loyal customers.

Objectives:

By communicating the following;

• Nostalgia for home

• Playfulness

• Creativity

• To create a delicious visual experience

Goals:

Customers can visualise, resonate towards and get excited about replicating that look on themselves, by purchasing the individual products, in turn increasing summer sales.

The Solution

Social Media Contest, using magnetic visual display countertop ‘Face Plate’ stands (which look like mannequin style Barbie doll heads made of the same material as white boards on the surface) , where the makeup testers have small strong magnets glued to the back and these surround the faceplate. The Faceplate acts as a canvas for the customer to then use the testers.

These ‘FacePlates’, when interacted with by the potential customer, can then be changed, wiped off and readjusted, to build up an overall look.

DELIVER

The customer is then invited to take a picture of their faceplate recreated on themselves that they have designed using the MAC products in-store, then hash-tag #MAC🔥summerhouse

The selected make-up art entry gets to win £500 worth of free MAC Makeup.

Visual Inspiration

• Fergie’s Music Video titled: “M.I.L.F”